Newsday also picked up on

Newsday also picked up on the announcement made by the NPD Group last week:

MARKET RESEARCH NPD Tracking ‘Potter’ Phenomenon There’s no doubt that “Harry Potter” is a publishing phenomenon (48 million books sold in the United States and counting). If there’s any question that Harry is headed to become a marketing phenomenon, consider this: The NPD Group last week published the first of seven reports on Potter trends, including which products are flying off the shelves.

“The NPD Harry Potter Prophet” showed that consumer awareness is very high-of the 1,511 adults and children surveyed, at least 90 percent have heard of the boy wizard. But interestingly, not all who know him like him.

On a scale of 1 (I can’t stand Harry Potter) to 7 (Harry Potter is the best), the median response from children was 4.9, and from adults 4.2, placing him between a 4 (I don’t care either way) and a 5 (I like Harry Potter).

All told, 61 percent of children and 27 percent of adults gave him a 5 or higher. His popularity will be tracked over time.

The report, which will look at consumer attitudes and behavior, is the first phenomenon-based tracking service produced by NPD, a leading market researcher based in Port Washington. Usually it keeps tabs on industry-wide sales, such as toys or restaurants.

This could be the start of a trend. Reyne Rice, NPD’s director of toy services, said the company expects to produce more sensation-based studies in toys and other areas.

The seven electronic reports, which cost $10,000, are geared toward manufacturers of Harry Potter products (think sheets, tattoos and puzzles) and retailers. The final report will be issued after the Nov. 16 movie release of “Harry Potter and the Sorcerer’s Stone.”