Father Christmas better have a good publicity assistant, because a popular wizard is ready to steal Santa's holiday spotlight. Finally, the Harry Potter movie has hit the big screens in Hong Kong. Its timely arrival means this year's Christmas holidays will have that extra element of magic - and stores are cashing in. To coincide with its release, an avalanche of merchandise has appeared in the shops. A plethora of Harry Potter items are waiting to be gift-wrapped and placed under the tree or stuffed into stockings: Hogwarts T-shirts and backpacks, Quidditch trainers, watches, pillows and umbrellas are just a few of the items available. Then there are collectibles such as Fluffy the three-headed dog, Hagrid the giant on his motorcycle, statuettes clutching crystal balls and a range of other beasties. Even your school accessories can be spiced up with stationery like the magic-spell and address books, journals, diaries, calendars, file holders, pens and filofaxes. Other toys and gadgets include Hogwarts Express Train sets, giant eyeglasses, clocks, picture frames, Nimbus 2000 broomsticks and such. 'It's just like the train in the film, only in miniature,' said Lee Wing-kam, 14, whose sister won the $520 set in a lucky draw. Connoisseurs with more money than the average Potter fan can pay $500 and up for 'magical and enchanting' Harry Potter designer jewellery. Bracelets, rings and pendants, made of pure gold, have been fashioned to reflect some of the story's most memorable images, like the lightning scar on Harry's forehead - a result of his near-fatal encounter with the evil Lord Voldemort. Other luxury ornaments include the shield of Hogwarts School of Witchcraft and Wizardry, and the Golden Snitch - a tiny golden ball with wings which Harry, in his position as seeker on the Quidditch team, has to catch to ensure victory for his house, Gryffindor. 'The Golden Snitch series has proved popular,' said Janet Shuen, chief marketing officer of a jewellery store which produces the trinkets featuring emblems of the story. 'The age range of customers has been broad and they are not only women. 'We've had a lot of interest from boys and men about the lightning bolt brooches.' The lucky few who were able to attend the film's premiere at the Hong Kong Convention and Exhibition Centre two weeks ago were seen wearing Harry glasses, capes and clothes just like the young wizard in the film. 'I like the Harry Potter toys, but they're so expensive,' said Marissa Tse Sau-ming, 16, who attended the premiere after winning a Young Post competition. 'I bought a Harry Potter notebook and I also want the PC and GameBoy games. I'll buy them as my Christmas present. The shirts, clothes and bags are absolutely cool,' she said. However, some items do not have such an immediate appeal, highlighting the possibility that stores may have over-estimated likely demand by the fans. 'The gold jewellery is unsuitable for children and I don't really need the school bag,' said Sau-ming.