With just one week to go until the new Harry Potter Oxford Street, London store opens its doors, a larger than life Chocolate Frog will make an appearance at Piccadilly Circus this morning. 

The frogs are known by Harry Potter fans for having a habit of jumping away before they can be eaten. Piccadilly Circus itself holds a special place in the Harry Potter films, appearing in Harry Potter and the Deathly Hallows - Part 1 when Harry, Ron and Hermione suddenly find themselves amongst the bright lights and crowds of central London. 

Karl Durrant, Senior Vice President, Retail, Warner Bros. Global Experiences, says: “With the opening of Harry Potter Shop Oxford Street just days away, we wanted to bring a little unexpected magic to the streets of London. Chocolate Frogs have always had a mind of their own, so it feels fitting that one has ‘escaped’ before we’ve even had the chance to open our doors." 

"The Oxford Street shop has been created to give fans new ways to step into the wizarding world, from extraordinary environments to experiences created especially for this location. We can’t wait for visitors to discover what’s waiting inside from 4th November, assuming we can get everything back where it belongs before then.” 

The store opens on 4th November 2026 at The Ribbon, 134–140 Oxford Street, London. 

2026 RTIH Innovation Awards

Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.

The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2026 shortlists and finalists here.

We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.

Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London. 

The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.

Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.