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Michigan-based Meijer has announced its intention to take advantage of Saturday morning’s official publication of “Harry Potter and the Half-Blood Prince,” the latest and sixth book in the enormously popular series, to have a special 12:01 a.m. unveiling and sale of the book in its stores.

The company will feature a “Midnight Magic” event during which kids can dress up as characters from the books, play games and enter to win numerous prizes.

And, according to the company, “Meijer will kick off a 24-hour Midnight Magic super sale of spellbinding deals, giving parents a chance to do some shopping while their children immerse themselves in their new book.”
KC's View:
We love it when companies take advantage of cultural touchstones such as Harry Potter to build sales and excitement.

It does more than just make magic. It makes sense.