The Blair Partnership Strengthens Harry Potter Team with New Senior Hires

New Appointments Signal Growth Ambition

The Blair Partnership announced this week that two seasoned executives have joined its senior leadership team. Will Obbard, formerly with Merlin Entertainments, and Alex Flanagan, who spent several years at Amazon Studios, will now guide the agency as it looks to expand the Harry Potter brand into new markets and platforms.

“I’m delighted to welcome Alex and Will to The Blair Partnership,” said Neil Blair, founding partner of the agency. “Both bring exceptional experience in their respective fields and their insight will be invaluable as we enter a new phase of growth.”

Who Are Will Obbard and Alex Flanagan?

Will Obbard – From Theme Parks to Talent Management

Will Obbard built his reputation at Merlin Entertainments, where he oversaw licensing and brand partnerships for the Wizarding World attractions at Universal Studios. His work involved negotiating global agreements that linked the Harry Potter experience with retail, hospitality and live events. Colleagues describe him as a strategist who blends creative vision with commercial pragmatism.

Alex Flanagan – Amazon’s Content Champion

Before joining The Blair Partnership, Alex Flanagan held senior positions at Amazon Prime Video. She managed original series development and oversaw the launch of several high‑profile productions. Her expertise lies in digital distribution, audience analytics and cross‑platform storytelling, skills that are increasingly important for legacy franchises seeking relevance with younger viewers.

Strategic Implications for the Harry Potter Brand

The Harry Potter franchise remains one of the most valuable entertainment properties in the world. Since the release of the final film in 2011, the brand has continued to generate revenue through theme parks, merchandise, streaming content and publishing. The Blair Partnership, founded by former Warner Bros. executive Neil Blair, acts as the primary agent for licensing and brand extensions.

By adding Obbard and Flanagan, the agency gains two complementary perspectives:

• Physical Experience Expertise: Obbard’s background in theme‑park licensing positions the agency to deepen collaborations with attractions worldwide, potentially opening new immersive experiences.
• Digital Distribution Insight: Flanagan’s Amazon experience equips the agency to navigate streaming deals, original content production and data‑driven audience targeting.

This combination aligns with the agency’s stated goal of “new growth phase,” which includes exploring interactive media, expanding international licensing and strengthening the franchise’s presence on emerging platforms.

Industry Reactions

Trade publications have noted the significance of the hires. Variety highlighted the move as a “strategic alignment of talent with the evolving demands of franchise management.” Analysts at Bloomberg suggest that the appointments could accelerate the rollout of new Harry Potter experiences in regions where the brand has untapped potential, such as Southeast Asia and Latin America.

Fans have also expressed optimism on social media, noting that fresh leadership may bring innovative projects that honor the original magic while appealing to contemporary audiences.

What Lies Ahead for The Blair Partnership?

With Obbard and Flanagan on board, the agency is poised to pursue several initiatives:

1. Negotiating new licensing agreements for immersive attractions in emerging markets.
2. Developing original streaming series or feature films in partnership with platforms beyond the traditional studio system.
3. Expanding merchandise lines that integrate technology, such as augmented reality toys.
4. Strengthening data‑driven marketing strategies to personalize fan experiences.

These steps reflect a broader industry trend where legacy franchises leverage both physical and digital ecosystems to sustain relevance. The Blair Partnership’s ability to coordinate these efforts will likely influence how the Harry Potter universe evolves over the next decade.

As the agency moves forward, the combined expertise of Obbard and Flanagan will be tested against the expectations of a global fan base that continues to demand fresh storytelling, immersive experiences and accessible content across all media.