With Harry Potter land, Universal banks on merchandising magic

On the way to an April 7 opening, the Los Angeles-area version of the Wizarding World of Harry Potter is going through dress rehearsals using random groups of park visitors.
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Displays in 11 shop windows throughout the Potter land are embedded with motors, lights and sensors so that guests who wave their wands in a prescribed motion can make the items in the displays to come to life. But the enchantment works only with the more expensive "interactive" wands ($47.95), not with the less expensive replica wands ($39.95).
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When a similar Harry Potter land opened in Universal's Islands of Adventure in Orlando, Fla., in 2010, attendance shot up 20% and revenue jumped 41% for the year, as visitors cleaned out the shelves of magic wands, Gryffindor robes, chocolate frogs and other Potter-themed souvenirs.
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On average, U.S. theme parks generate about 30% of their revenue from food, beverages and merchandise, but that percentage surges with the opening of a new attraction.
http://www.latimes.com/business/la-fi-harry-potter-merchandise-20160302-story.html