Trans Rights Protesters Target London's New Harry Potter Store

Around 16 transgender rights protesters gathered outside the opening of London's new "Harry Potter" flagship store on Wednesday, as controversy over J.K. Rowling's views on gender identity continues to follow the franchise.

The demonstrators assembled outside the shop on Oxford Street carrying signs reading "protect trans lives" and "stop funding trans erasure." Using megaphones, they chanted "trans rights are human rights" and "the queers united, we'll never be defeated," and urged fans waiting in line to reconsider supporting the franchise. The queue, which wrapped around a nearby alleyway, slowly filed into the store and mostly ignored the protest.

Why were protesters there?

"Considering the impact that J.K Rowling has on trans rights, it would be a disappointment if trans people weren't here to have their voices heard," one trans activist, West, who led many of the group's chants, tells Variety. "It is largely J.K Rowling making the biggest impact on people's live I think unfortunately. People don't realize that, so that's why we're here today."

West adds that although the store opening may seem crowded, "it's quite funny to think that a few years ago this would've been absolutely flooded with people."

"The fact is years ago when 'Harry Potter' was at the peak of its popularity it would've been impossible to even get close to the store," West continues. "The fact is that the franchise is losing its popularity — and for good reason."

The demonstration targeted the opening of the U.K.'s largest official "Harry Potter" store, a 21,000-square-foot retail destination spanning two floors at The Ribbon development on Oxford Street. A representative for Rowling did not immediately respond to Variety's request for comment.

"Harry Potter Shop Oxford Street is thrilled to open our doors and welcome in hundreds of fans," a spokesperson for the store told Variety. "We support everyone's right to the peaceful expression of personal viewpoints and look forward to a day full of magic."

What does this change for the franchise?

The protest comes amid renewed backlash against Rowling, who has become a divisive figure over her outspoken opposition to transgender rights advocacy. The author has repeatedly defended her gender-critical positions, arguing that legal protections based on biological sex are essential to women's rights. Her views have prompted boycotts and protests targeting "Harry Potter"-related projects — and the pressure is now reaching civic celebrations, not just commercial launches.

The opening also comes days before Oxford Street's planned Harry Potter-themed Christmas lights switch-on on Nov. 9, a promotional tie-in with HBO's upcoming television adaptation of Rowling's novels. More than 11,000 people have signed a petition organized by the Good Law Project calling for the festive display to be canceled. The petition argues that the partnership would financially benefit Rowling and make transgender Londoners feel unwelcome.

Rowling serves as an executive producer on the new adaptation, which stars John Lithgow as Albus Dumbledore, Paapa Essiedu as Severus Snape and Nick Frost as Rubeus Hagrid. The series has faced scrutiny over the author's views, with several cast members publicly distancing themselves from her positions.

With the HBO series still in production and the Oxford Street lights switch-on days away, the standoff between the franchise's commercial expansion and its critics shows no sign of fading.