IT HASN'T happened here yet, but teachers and parents who still like Harry Potter because he gets kids to read are about to have their patience sorely tested.
They may have only just cast the lead, and the movie isn't due until November 2001, but in the United States, Warner Brothers has alreay begun the merchandising deluge.
Expect to see pupils turning up at school soon with Quidditch caps and book bags, Voldemort and Gryffindor T-shirts, and Potter pens, notebooks and other stationery. And that's just the start.
If you don't hate Harry Potter yet, you soon will.