June 23, 2011, 11:28 AM

Harry Potter casts his spell online

Author J.K. Rowling partners with Sony to launch Pottermore.com, which will sell e-books and more.

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J.K. Rowling has unveiled a new destination for Potter fans, including a store for buying magical merchandise and electronic versions of Harry Potter books. The author of the hugely successful Harry Potter book series is partnering with Sony, No. 14 in the Internet Retailer Top 500 Guide, on the new web site, Pottermore.com.

The site, still under development, currently features a sign-up for an e-mail list and a video from Rowling. The site will offer interactive experiences allowing visitors to pick out magic names and wands as well as mix virtual potions and cast spells. In addition, there will be an online shop.

“It will also be the exclusive place to purchase digital audiobooks and, for the first time, e-books of the Harry Potter series. I will be joining in, too, because I’ll be sharing additional information I have been hoarding for years about the world of Harry Potter,” says Rowling in a video posted on the site.

Rowling also noted in the video, "The digital generation will be able to enjoy a safe, unique online reading experience built around the Harry Potter books."

A test version of the new site will launch July 31, with the formal unveiling set for October. In 1998, Scholastic, No. 54 in the Internet Retailer Top 500 Guide, published the first book in the series Harry Potter and the Philosopher's Stone in the U.S.

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