A Thunder Bay non-profit says a new partnership between Tim Hortons and the Harry Potter franchise sends an exclusionary message to transgender and gender-diverse people
THUNDER BAY — Tim Hortons’ new Harry Potter-themed campaign is hurtful to 2SLGBTQIA+ Canadians.
That’s according to the Rainbow Collective Thunder Bay, a non-profit organization that provides workshops for businesses and other organizations, as well as advocacy and resources for the 2SLGBTQIA+ community.
“For many members of our community, the Harry Potter franchise has become inseparable from J.K. Rowling’s ongoing public opposition to the rights, dignity, and inclusion of transgender people.
“As one of the world’s most influential voices opposing trans equality, her continued activism has had a profound impact on a community that is already facing increasing discrimination, hostility, and violence,” the Rainbow Collective said in a statement on social media.
Rowling, who wrote the seven-book Harry Potter series, has posted what many consider to be anti-trans views on social media.
“A pantomine horse isn’t a horse. An open secret isn’t a secret. A hot dog isn’t a dog. A shrinking violet isn’t a violet. Crow’s feet aren’t feet. Fair game’s not a game. Trans women aren’t women,” said Rowling in a social media post on Saturday.
The Tim Hortons campaign is called “Back to Hogwarts.”
The Rainbow Collective said that while Harry Potter represents nostalgia, imagination, and cherished childhood memories for many Canadians, Rowling’s ongoing social media comments about the transgender community cannot be ignored.
“Tim Hortons has long been viewed as an iconic Canadian brand. Canada is at its best when it reflects our shared values of inclusion, diversity, respect, and belonging. At a time when anti-2SLGBTQIA+ hate continues to rise across the country, particularly against transgender and gender-diverse people, partnerships like this send a message that many in our community experience as hurtful, exclusionary, and deeply disappointing,” the organization said.
The collective continued that the issue is not about telling people what they can or cannot enjoy, but about recognizing that corporate partnerships carry meaning and that companies have a responsibility to consider how their marketing decisions affect communities.
The Rainbow Collective is encouraging Tim Hortons and other Canadian businesses to consider the impact of the brands they choose to promote.
The statement added that inclusion is not demonstrated only during Pride Month but is reflected in the decisions organizations make every day.
“To our transgender and gender-diverse community: we see you, we value you, and we stand with you. You deserve to feel welcomed, respected, celebrated, and included in every corner of Canadian life.”
A Tim Hortons spokesperson said in an email statement the “collaboration with Warner Bros. Discovery Global Consumer Products is a celebration of an iconic story, a way for Tims to sprinkle some magic into guests’ daily routines” while commemorating the 25th anniversary of the first Harry Potter movie with fans.