Weasleys' Wizard Wheezes

• Type: Joke Shop
• Location: Number 93, Diagon Alley, London, England
• Owner/Residents: Fred Weasley and George Weasley (Founders); Verity (Shop Assistant)
• Key Features: A brilliantly colourful and chaotic magical shop known for its inventive joke products, prank items, and a line of defensive magic goods. The storefront provided a stark, cheerful contrast to the increasingly gloomy Diagon Alley during the Second Wizarding War.

Weasleys' Wizard Wheezes began as an owl-order business conceived and run by Fred Weasley and George Weasley during their time as students at Hogwarts School of Witchcraft and Wizardry. Their ambition was to open a physical shop, a dream made possible by a one-thousand Galleon investment from Harry Potter, who gave them his Triwizard Tournament winnings in 1995. The twins were notorious for developing and testing their products, such as Skiving Snackboxes, on themselves and other Hogwarts students. After a dramatic and defiant departure from the school under the tyranny of Dolores Umbridge in 1996, they secured their premises at Number 93, Diagon Alley. The shop officially opened in the summer of 1996 and was an immediate and overwhelming success. The exterior was described as so bright and vibrant that it made the other shops look drab. Inside, the store was crammed floor to ceiling with merchandise, creating a bustling and joyous atmosphere. Products ranged from classic joke items like Extendable Ears to more complex creations like Daydream Charms and the “WonderWitch” line of products, which included Love Potions. Following the death of Fred Weasley during the Battle of Hogwarts, George Weasley continued to run the successful business.

The business serves as a major subplot throughout the middle books, showcasing the ingenuity, ambition, and humor of the Weasley twins. In Harry Potter and the Goblet of Fire, the twins begin selling their products, leading to Harry Potter providing the startup capital. In Harry Potter and the Order of the Phoenix, their mail-order service thrives in defiance of Dolores Umbridge's oppressive rules, culminating in their spectacular flight from Hogwarts after creating a Portable Swamp. In Harry Potter and the Half-Blood Prince, Harry Potter, Ron Weasley, and Hermione Granger visit the successful physical shop. The store stands as a symbol of defiance and joy. Items from the shop play a role in the plot; for instance, Draco Malfoy uses Peruvian Instant Darkness Powder purchased from the store to facilitate the Death Eaters' entry into Hogwarts. In Harry Potter and the Deathly Hallows, the shop continues to operate through owl order, and their products, such as Decoy Detonators, prove useful.

• Main Shop Floor: The primary, densely packed retail space, filled with countless colourful products and thronging with customers.
• WonderWitch Products Display: A prominent area featuring products specifically marketed towards girls, such as Love Potions, Ten-Second Pimple Vanishers, and Pygmy Puffs. This section was noted for its pink and fluffy branding.
• Back Room: A private area used by the twins for stock-keeping and likely product development. It is here they discuss Draco Malfoy's activities with Harry, Ron, and Hermione.

• J.K. Rowling has stated that George Weasley continued to run the shop after Fred's death. For a time, Ron Weasley joined him in managing the business before becoming an Auror. (J.K. Rowling interview)
• In the film adaptation of Harry Potter and the Half-Blood Prince, the shop's interior and exterior are depicted with extraordinary detail, featuring a giant, hat-tipping automaton of a Weasley twin, dynamic animated displays, and a riot of colour, faithfully capturing the spirit of the book's description. (film)