Colgate is bringing a little Hogwarts magic to your teeth

Colgate is expanding its Harry Potter oral care collaboration across Asia Pacific, moving beyond the initial launch with a Sorting hat-inspired toothpaste and themed toothbrushes now available in Malaysia, Singapore and Indonesia.

The toothpaste uses Harry Potter's Sorting hat as a packaging mechanic, with the design assigning buyers to one of the Hogwarts Houses. The range forms part of a broader collaboration between Colgate-Palmolive and Warner Bros. Discovery Global Consumer Products (WBDGCP), which began in May.

When A+M reached out, a brand representative said that APAC was selected as a strategic lead region for the launch, with the collection set to expand into further APAC markets this year.

The representative added that the Harry Potter range is not intended to be a limited-edition release, with the partnership set to involve further products and regular updates over its duration.

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The move gives Colgate another way to extend the Harry Potter IP beyond a single campaign or product launch, using familiar franchise elements to add a collectible and interactive layer to everyday oral care products.

The approach follows a wider trend of brands using entertainment IP to build consumer engagement around physical products. Recent examples include Starbucks' Mr. Men Little Miss collection and Burger King's Dragon Ball Super collaboration in Malaysia, both of which incorporated elements of collectability and gamification into the product experience.

The Colgate-Palmolive and WBDGCP partnership was announced in May, with marketing director Maria Adeeva saying at the time that the range was designed for "witches and wizards of all ages".

The broader collection combines Harry Potter-themed packaging with Colgate's existing oral care products, allowing the franchise to become part of an everyday consumer routine rather than remaining limited to merchandise or entertainment-led activations.

With the Harry Potter television series currently in production, the franchise also continues to generate new interest alongside its established fanbase. However, Colgate has not explicitly linked the APAC product expansion to the upcoming series.

The development reflects how consumer brands are increasingly using established entertainment properties not just for short-term promotional tie-ins, but as longer-running platforms for product development and engagement.

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