Critics slam Tim Hortons Harry Potter promotion as un-Canadian, anti-trans
Tim Hortons is facing backlash from the 2SLGBTQ+ community over a new Harry Potter-themed promotion. Critics argue the partnership is insensitive due to author J.K. Rowling's controversial public stances on transgender issues.
Why it matters
This highlights the growing pressure on brands to align their marketing partnerships with the social values of their customer base and employees.
But when the coffee chain announced its new Harry Potter menu and merchandise on Monday — a celebration of the "beloved" movie franchise's 25th anniversary, according to the company's press release — the backlash from the 2SLGBTQ+ community and allies was swift.
"As a brand that is synonymous with Canada, Tim Hortons and their partnerships should reflect Canada — a country that is inclusive and proud of its diversity," advocacy group Egale Canada said in an online statement Tuesday .
The partnership contributes to "a brand associated with a person whose public advocacy has contributed to anti-trans narratives and the rollback of trans rights around the world," it said.
Children's author J.K. Rowling, who wrote the seven-book Harry Potter series, has in recent years espoused what many believe to be anti-trans views, even though she herself has denied it , claiming she is instead a proud feminist.
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