Mars is to develop a range of confectionery based on JK Rowling’s Harry Potter books. It has signed a deal with Warner Bros Worldwide Consumer Products ahead of the spin-off film’s release this autumn.
The contract covers rights to all confectionery which can be developed from characters in the books.
Mars is developing the first range of confectionery, to be called Bertie Bott’s Every Flavour, which will be available in time for the launch of Harry Potter and the Philosopher’s Stone in November.
Earlier this year, Warner signed a &£95m deal with Coca-Cola, which is to be its sole global marketing partner for the release of the film.
A spokeswoman for Mars says: “Our challenge is to capture the essence of Harry Potter and translate it into a major confectionery brand. None of the sweets in the book or film has been ruled out. If we can make them they can be part of the portfolio.”