A new packaging program coincided with the release of "The Prisoner of Azkaban," the third blockbuster film of the series.

Highlighted by a new director, maturing actors, and defined by an increasingly sinister world where a psychopath is out to kill Harry –
the franchise needed a makeover with a darker cast. The packaging, as well as the planned retail space at the flagship store
for Toys R Us, reflected this ominous feel inspired by key art from the movie.