TOYING WITH A WIZARD POTTERMANIA CASTS BEWITCHING SPELL OVER MATTEL, LEGO, ET AL.

Byline: Alessandra Djurklou Staff Writer

Like other fantasy authors before her, J.K. Rowling created a detailed imaginary world while writing the ``Harry Potter'' books, with everything from unusual candy to magical animals to wizard currency.

Undoubtedly, many Potter fans will want to extend their enjoyment of the film, which opens Friday, into their own worlds.

Mindful of this - and the fact that there are heaps of profits to be made - toy manufacturers have been busier than the goblins at Gringotts (the wizards' bank). More than 50 companies have been licensed by Warner Bros. to create Potter-inspired items, and the licensing alone is expected to bring in between $100 million and $150 million.

So here's a look at a few of the Harry-esque toys and such that will be on the shelves of such stores such as Toys R Us, Wal-Mart and Target:

Mattel

Mattel is one of the official licensees for the Warner Bros. film version of Harry Potter, and the toy behemoth has brought out dozens of product tie-ins. The number of products, in fact, would give Barbie a run for her money:

Roarin' Snorin' Baby Norbert: Sort of a cross between a Furby and a Tickle Me Elmo, but nowhere near as cuddlesome or talkative, this is Mattel's reinvention of the baby dragon (book fans may remember it is a Norwegian Ridgeback) that Hogwarts groundskeeper Hagrid attempts to raise in his small hut. Book fans may also remember that Hagrid saw himself as Norbert's mummy.

In the book, Norbert is not only illegal in the wizard world, but he also bites, burns and is generally such a nuisance that Harry Potter and his friends can't wait to get rid of him. But this version makes fearsome dragons seem quite amiable. You push one of two buttons on its back, and it goes into various routines, which include roaring, snoring, giggling, belching, even ``sparks'' (his mouth glows red). Norbert is recommended for children 5 and up. Batteries required. $39.99.

Harry Potter Levitating Challenge Game: A 3-D plastic maze you get to design yourself (there are up to 200 combinations). The point is to get a small foam ball to levitate (the ball stays in the air thanks to jets of air you manipulate with a dial) and pass through obstacles in the maze.

Reviewers on www.toysrus.com praised the game, but did say it is a bit difficult to assemble at first.

Recommended for ages 8 and up. Batteries required. $34.99.

Professor Sprout's Fungus Field Trip: Inspired by Harry's herbology class at Hogwarts (where young witches and wizards learn all about magical herbs and fungi from professor Sprout), this game gives kids a chance to plant a garden with edible mold and dirt, and to make other snacks such as chocolate mushrooms and gummy worms. Comes with a shovel, a watering can and food mixes. Recommended for ages 8 and up. $17.99.

Professor Snape's Potion Class: Inspired by Harry's potion class, which is taught by the greasy-haired and possibly evil Severus Snape. In the book, Snape soon becomes one of Harry's enemies, mostly because he and Harry's father had hated each other when they were at Hogwarts together. Like Professor Sprout's Fungus Field Trip, this kit gives kids the chance to mix up edible potions and gummy insects. Comes with mixing tools and food mixes. Recommended for ages 8 and up. $19.99.

Lego Systems Inc.

There is something incredibly seductive about Legos, whether you are a child or an adult. Harry Potter/Lego fans should start salivating at the mere sight of these construction sets:

Hogwarts Castle: A 682-piece set that lets you build Harry's school brick by plastic brick. Once you are done, populate the place with figurines of Harry, Ron, Hermione, Snape, Professor Dumbledore, Draco Malfoy and two ghosts. Recommended for ages 7 and up. $89.99.

Hogwarts Express: A 410-piece set lets you re-create Platform 9 3/4 at Kings Cross Station and the big steam engine that takes students to Hogwarts School. The set includes figurines of Harry, Ron, Hermione and Hedwig the owl. Recommended for ages 8 and up. $49.99.

Hagrid's Hut: A 296-piece set lets you build Hagrid the groundskeeper's hut. Once built, the hut folds open, and includes figurines of Hagrid, Dumbledore and Norbert the dragon. Recommended for ages 6 and up. $29.99.

Fisher-Price

Fisher-Price tends to aim educational toys at the younger set, and has come out with a Virtual 3D Viewer where kids can look at stills from the Harry Potter film. Each viewer costs $9.99 and comes with three reels, with seven photos on each reel. Other reels can be bought separately in sets of three for $5.99.

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(1 -- 2) Kids can make their own potions and slimy stuff, then eat it, in Professor Snape's Potions Class by Mattel. At far right, 3D viewers from Fisher-Price allow kids to view stills.

(3) A cross between the Furby and Tickle Me Elmo, though not quite as cuddlesome or talkative, Mattel's Roarin' Snorin' Baby Norbert makes taking care of dragons look easy.