We turn our attention now to the Muggles market.
As in, Harry Potter fans.
With books and movies, the wizard is big business.
And as Erin McLaughin shows us, one tour group is cashing in on Potter mania.
With a wave of her Harry Potter wand...
Tour guide Val Sturgess leads a pack of Muggles- Potter speak for ordinary people--to London's Kings Cross Station.
"They have built a Muggle platform 9 3/4 which of course is where we are now," says Sturgess.
The aim of the tour...to connect famous Potter film clips.
Tour companies across London are cashing in on the Harry Potter craze.
"Tickets for this three hour tour cost 40 dollars for an adult and 36 for a child..and there's no shortage of Muggles clambering to learn more about London's Harry Potter past."
The tours are most popular, organizers say, among American and British tourists.
The Mowat family is visiting London from Colorado. Two full days out of their five day holiday are devoted to following in the footsteps of Harry Potter.
"How much money are you spending on Harry Potter?"
"400 Dollars? I guess the percentage of the plane ticket..."
"Oh more than that. We all get the books when they come out because we can't wait for the other one's done. We bought them on I-tunes."
"The sound tracks...."
"I've lost track."
"You just wish it was 400 Dollars... "
"We may even practice a few spells. Muggles. Please just try and keep up with us as much as you can."
Fans say it's the lure of a magical place where good will undoubtedly prevail over evil .
"They want a glimpse of the Wizarding world. Especially the children. They have grown up with it over the last ten years. They know it so well. They want to live a part of it."
A glimpse of a world that comes at a price.....
"As no Harry Potter tour is complete without an extra stop to pick up your 40 dollar Harry Potter wand..."