And the exclusive set is ... #10217, "Diagon Alley", a Harry Potter set.

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Diagon Alley

The timing of the announcement isn't what we were expecting, but the set is now public ... the new exclusive set for Jan 2011 is a Harry Potter-themed set based on the "Diagon Alley" location from the books & films. The set features three seperate buildings and eleven minifigs.

We've been given the full press-pack by LEGO, which features a large number of hi-res images; due to being deployed to GWLS, network access is limit, so we'll have to post the images later.

The Press Release reads -

10217 – Diagon Alley™

Ages 14+. 2,025 pieces.

US $ 149.99 CA $ 199.99 UK £ 132.75 DE 149.99 €

Expand your very own wizarding world of Harry Potter™!

No need to pass through the Leaky Cauldron. Now even Muggles can shop in Diagon Alley by building this fantastically magical set that includes 3 extensively detailed buildings and 11 minifigures! Join Harry Potter, Ron Weasley and Hermione Granger as they shop for their Hogwarts school supplies. Visit Ollivanders, Borgin and Burkes, and Gringotts Bank. Each Diagon Alley building is realistically detailed. Ollivanders offers an extensive selection of wands, storage shelves and a step ladder that allows Ollivander to gather wands from the top floor. The front desk has an “exploding” function for those inconvenient times when a spell goes awry. Borgin and Burkes includes a scary skeleton, “glow-in-the-dark” elements, a fireplace attached to the Floo Network and a Vanishing Cabinet that Dark wizards might use to sneak into Hogwarts. Gringotts Bank is an impressive two-story building with large double doors, and can be opened completely into one large building or closed to create one smaller building. The bank’s interior features a removable vault, along with the Philosopher’s Stone, a clerk’s desk, a chandelier and ‘wonky’ support pillars. Includes 11 minifigures: Harry Potter, Ron Weasley and Hermione Granger, each with magic wand; Rubeus Hagrid, equipped with his pink umbrella; Fred and George Weasley; 2 Gringotts goblins; Mr. Ollivander; Lucius Malfoy (with Death Eater disguise); Fenrir Greyback; and 4 new, decorated owls.

  • Includes 11 minifigures: Harry Potter, Ron Weasley and Hermione Granger, each with magic wand; Rubeus Hagrid, equipped with his pink umbrella; Fred and George Weasley; 2 Gringotts goblins; Mr. Ollivander; Lucius Malfoy (with Death Eater disguise); Fenrir Greyback; and 4 new, decorated owls!
  • Diagon Alley is made up of 3 extensively detailed buildings: Ollivanders, Borgin and Burkes and Gringotts Bank!
  • Ollivanders features lots of wands, storage shelves and a step ladder that leads to the top floor!
  • Front desk at Ollivanders has an “exploding” function!
  • Borgin and Burkes includes a skeleton, “glow-in-the-dark” elements, fireplace attached to the Floo Network and even a Vanishing Cabinet!
  • Gringotts Bank is a two-story building featuring large double doors!
  • Open Gringotts Bank completely into one large building and explore inside or close it to create a smaller building!
  • Gringotts Bank features a detailed interior with a removable vault, the Philosopher’s Stone, clerk’s desk, chandelier and ‘wonky’ support pillars!
  • Includes 11 minifigures: Harry Potter, Ron Weasley and Hermione Granger, each with magic wand; Rubeus Hagrid, equipped with his pink umbrella; Fred and George Weasley; 2 Gringotts goblins; Mr. Ollivander; Lucius Malfoy (with Death Eater disguise); Fenrir Greyback; and 4 new, decorated owls!
  • Ollivanders measures 8" (20 cm) high and 5" (13 cm) wide!
  • Borgin and Burkes measures 8" (20 cm) high and 7" (18 cm) wide!
  • Gringotts Bank measures 8" (21 cm) high and 4" (10 cm) wide when closed, 8" high and 9" (23 cm) wide when opened wide!
  • Completed model (depending on how much space is allocated between individual parts) measures 24" (60 cm) long and 12" (30 cm) deep and 8" (21 cm) high!

64 comments on this article

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By in Netherlands,

Nice, this is a wan a have for me. My wife just asked me the other day what to buy for Christmas, well here's an answer. :)

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By in United States,

I hope it's better than Town Plan! I can't wait untill it's avalible, and I can't help but wonder how it will look next to the Castle Market Village and Hagrids Hut. Thank you LEGO for making this set!

P.S. Why are Hagrid's and Luicius Malfoy's heads floating?!?

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By in United Kingdom,

@Murdoch17 - Luicius has extra hair for when he is not wearing the hood. As for hagrid's head I think thats a mistake

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By in Germany,

O_O LEGO are out-doing themselves! This looks AMAZING!!! A bit weird though; a HARRY POTTER Exclusive set? Strange...

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By in United Kingdom,

Yes, i was right all along!!! :-)

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By in United States,

This May be The Best Set Ever! And We're Finally Getting a Fred & George! :')

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By in Germany,

This is pretty neat! We just returned from the Lego Store and picked up Hagrid's Hut and a magnet set with Hermione, Dumbledore and Harry Quidditch. They also had the 3 new Halloween sets and a very cute turkey. AND they had 10199 Winter Toy Shop again. Good! Now I can return the one I got at Toy's R Us in NYC for $80.99 (yikes!)

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By in Spain,

This set is absoulutly amazing, It has amazing detail and is a must have for fred and george too. £133 is not bad compared to the others.

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By in United States,

Wow! This looks absolutely amazing. Now I can't wait for this one in addition to all the other HP sets coming in the mail for me now that they have been officially released by Lego U.S. S&H!

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By in United States,

Super excited for this set!!!!

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By in United Kingdom,

Hi, quite new to Brickset - how would I get hold of this set? where will it be available from? cheers

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By in United Kingdom,

Thats great! But i was kinda hoping for a new modular building... o well.

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By in United States,

AWESOME!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

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By in United States,

Looks good. Seems like it has some nice building techniques too.

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By in United States,

I'm stoked about the part colors and minifig count. I guess Warner bros doesn't ask for a huge licensing mark up fee thus the reasonable price (I said reasonable)

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By in United Kingdom,

It looks so awsome! I think it's a MUST HAVE!!!! I'm going to save some money to get this one when it comes out!! And I also think this set will be an awsome addition to EVERY LEGO CITY you're building on!! This model ROCKS and it looks like it's going to be one of my favourites next to the Eiffel Tower, the Ferrari 1:9 and the Tower Bridge which I'm also trying to get.

All in all: I CAN'T WAIT FOR THE DAY WHEN LEGO IS GOING TO RELEASE THIS MODEL!!!!

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By in United States,

Finally, they made Fred and George! I was going to make them with the same head, but this set's minifigs are better. I wonder if the goblins will have printed eyes. They've been doing printing on alot of stuff now, like owls, Dobby, and mice. I hope they do it on those goblins.

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By in United States,

:0 Speechless.

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By in United Kingdom,

It would have been cool if they had brought out something to do with Halloween instead of harry potter but its still cool

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By in United States,

I MUST HAVE!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! NOW!!!!!!

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By in United States,

This is quite cool. If only I had that other set that Lego sent out years ago which were two other Diagon Alley sets to go along with this! Bah... like I have the money.

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By in Canada,

Lovely Surprise! Added to my list

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By in United States,

....that looks sweet!!!

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By in United States,

Minifig051 - which mice have printing? I have all 6 HP sets. Neither of mine have printing.
Legoboy12345678 - this isn't out now, it's just a unveiling.
Codysims - don't sweat it, those older sets you mentioned wouldn't have looked good with this anyways. They were too small.

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By in United States,

aaaaaah omg omg so awesome

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By in United States,

Hey I Didn't See The Price! Hmm...$150 Isn't That Bad. I Think I'll Skip The Castle and Just Get This.

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By in United Kingdom,

Woohoo! I practically jumped out of my seat when I saw this, I was hoping they'd do some more Harry Potter as I've liked the new sets I've bought so far (especially Hogwarts and the Burrow), and this one looks amazing, it'll look great with my Medieval Village too, the tavern will make a perfect 'Leaky Cauldron'.

Can't wait til January for this one, am seriously considering asking my family and friends for Lego gift cards for Christmas this year so I can buy it easily! Compared to the other Harry Potter sets this one looks to be pretty good value for money, and a good selection of figs, I've always wanted a Fred and George.

Definitely a set for my most wanted list!

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By in Australia,

Hooray! Lego are finally doing justice to the Hatty Potter theme. I remember being excited when the first wave of Harry Potter sets were released back in 2001. Especially since you could combine the sets together. But I was disappointed with the subsequent releases as TLG kept making similar sets, with mediocre minifigures for the next 6 years.
Finally we are getting what we want. Kudos to the people who designed this set.

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By in United States,

I was just about clinically depressed when they didn't have Fred and George in the first group of sets... YES! When I saw this on Eurobricks an hour or so before I saw it here, I was SO psyched! Still am!

1. With just this set and the Burrow, you have all the Weasley's that they've made! and Percy wouldn't be hard to make, and probably not Charlie or Bill... just add a couple berdrooms to the top of the Burrow and your good to go! :)
2. Harry, Ron, and Hermione, ALL in Plainclothes! Although they used Ginny's Jacket for Hermione, I'm willing to forgive them since it's so cool
3. The Vanishing Cabinet is just a cool effect that, if you're a Harry Potter fan to just about any degree, makes you want to get both this and the castle.. Well done with that, Lego!
4. Olivander! He's just too cool a guy. And his wand shop is awesome!
5. Gringott's is just amazing! The slanted pillars look great and add that magical effect. The two Goblins are a bonus: Griphook!!

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By in United Kingdom,

Just to be clear, we received the official press pack from Lego two days ago, with a strict embargo not to reveal any of the information until 5pm GMT yesterday, which we honoured. We did not 'rip off' any other sites, and any accusations of such are really very insulting to all of us that work on this site.

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By in Sweden,

Very impressive set, and quite a shock to a Harry Potter set as the exclusive set. If there's a custom mould for Hagrid's umbrella, it might be worth getting just for that!

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By in United Kingdom,

@Topsy Cret, It's just 2 cones and a white magic wand.

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By in United Kingdom,

OMG - I HAVE TO GET THIS! Got all the other sets ready for a "Harry Potter Xmas" so it's a shame this isn't out before then.

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By in United Kingdom,

One of the best sets legos released lately (going by looks anyway) but £140 is an excessive amount...

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By in Ireland,

This is so cool. Pity they didn't make Fred and George's joke shop. :(

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By in United Kingdom,

such a kuhl looking set but seriously how am i meant to afford all these new sets? its not going to happen! )o:

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By in United States,

I don't find it suprising in the least that LEGO is taking advantage of the hype for the final two HP film installments and released 6 new HP sets this month (I'm crossing my fingers for excellent sales to hopefully inspire future summer sets for next year); the LEGO Harry Potter video game sold 2.7 million units as reported for the 2Q (second quarter) for Time Warner boosting profits; who knows how many have sold in 3Q... an exclusive set is freakin' AWESOME.

It's about time we get additional HP sets, quality ones since the HP LEGO freeze after the 5th film, which spit out only one new set. And to me, minus the Graveyard set of HP4, those were lackluster sets. I do miss the 'greyer' castle sets and feel; but the new Castle set has won me over.

I too was upset with no Hermione 'weekend garb' outfit for the new sets; however, this completely rectifies it for me; the set looks outstanding. And, I can completely overlook the fact that Hermione is indeed wearing Ginny's clothes... BUT, they are good friends (and now sister-in-laws), so I'm sure they borrow each other's clothes. ;D

Although the older Diagon Alley sets are 'out of scale' to the newer ones; the Quality Quidditch Supplies store was amazing for it's size and price. I'm still smacking the set up against these larger ones... and if there's one gripe... Bergin & Borkes is technically part of Knockturn Alley... but, I only jest. I'll take it.

And the price??? Can stud collectors do math? 2052 pieces for $150??? Usually 100 studs cost roughly $10, so a set like this SHOULD cost at least $200; not to mention 11 minifigs??? Let's put this into perspective; the new Kingdoms Advent Calendar, although seasonal, has only 167 pieces... worth possibly $20 at most... but has 9 minifigs so they boost the SRP to $35. $150; Yes please.

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By in United Kingdom,

I just saw this all set up at the great western lego show!!! They didn't make abig thing of it - it was tucked away towards the back of the hall :( The colours are really cool and when I walked past it I didn't realise it was harry potter! The new pillar pieces are great, they're regular 2x2 cylindrical bricks but corrigated round the edges!

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By in Canada,

these new january release sets, start showing up in stores, in november

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By in United Kingdom,

@Racer73 Sorry, I give you full credit. I didn't check that thread.

@R4-G9 Are you sure? This is an exclusive. If it does though in the UK this could be a very HP Christmas for me!!!

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By in France,

We can see on the Bank building, news round bricks for the entrance pilars.

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By in United States,

@Legoguy29: I saw in the catalog that the grey mouse that comes with Hagrid's Hut had a little black speck for an eye. It could have been just a shadow. But I don't think so because the same mouse was pictured bigger on the cover and that was definetly printed on. Maybe they didn't print them on the first batch of sets.

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By in United Kingdom,

If you look at peter1987's link, you will see that a skeleton in one of the shops. So if you count them as a minifigure you have 12 minifigures!! Of topic, does costco sell lego now??

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By in United States,

my wallet is officially dead :)

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By in United States,

R4-G9, how exactly does that makes sense what you said. If they're a January release, meaning next year...3 months away, explain how they show up in stores in November...before they're released?

Minifig051, hmm... I didn't notice the black mark, I'll have to take a look.

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By in United Kingdom,

Lego publish an official 'release date' for new sets, which is 1st Jan 2011 for this set. For many sets, the 'shelf date' can be several months before the official release date, but the 'release date' will normally be when LEGO start promoting the sets. For Lego 'Direct' sets, which this is (any set in the 10xxx series is a 'Direct' set), the 'release date' & the 'shelf date' are normally the same, or at least within a day or two of each other.

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By in United States,

I was surprised when TRU didn't put up the HP legos until Friday the 1st. Lego must have had something to do with it. When the Star Wars stuff came out they (TRU) had them on the shelves weeks before the release date.

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By in United States,

Poter sets are out at target

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By in France,

Finger 2314: It's just because hagrid is not on the picture. (but we can see him on the box.)

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By in United States,

@finger2314: I can explain why. The box shows only one of the goblins, and the text below probably says "Goblin 2x", which means there are 2 of the same one. Also, they don't count the skeletons as minifigs if they're just for display, like in that Atlantis portal set. So the official minifig count is 11.
@tontonsega: He knows Hagrid's not in the picture. It shows only 10 on the box and just Hagrid's head is there in the other picture, but the description says he's included (that's 11). The skeleton technically makes it 12, but he doesn't count.

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By in Canada,

I was a little upset with myself when I didn't get the Town Plan set. Diagon Alley looks great and again Lego has gone out of their way to make another epic looking scene. Of course paying the Canadian price is like losing your arm, so I'll hunt this set down in the United States. I'm impressed, so I'm buying this set.

Lego has also done a great job creating a variety of Harry Potter minifigs... unlike the early themes where I'd get ten of the same minifigure! Harry Potter should never outnumber my Storm Troopers!

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By in Australia,

THAT LUCIUS MALFOY MINIFIGURE LOOKS AWESOME!!!! FINALLY, A DEATH EATER LUCIUS WITH A SILVER MASK!!!!

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By in United States,

Darn you, LEGO! I have worked hard (with plenty of help :-D) to get custom figs (including Fred & George) and build MOC sets of the Burrow, Infirmary, and a bridge for HP! And now they have many of the things I just listed! :O

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By in United States,

Thanks for posting all of this up BlueMoose! All the pics really give ya' a good sense of the models. Plus that LEGO TV spot too.
A fine set...now from what you're sayin'...'maybe' it'll be on the shelf before Xmas?...or at a LEGO store perhaps before New Years?

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By in United Kingdom,

I doubt it will be out before Christmas, but there's an outside chance it'll appear in LEGO Brand Stores between Christmas & New Year.

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By in United Kingdom,

@jonbuddy I have just bought a £100 ish PAB and BL selection of parts to make HP figs and now lego have brought most of them out :( I wish they'd finish the job they started too with:

Beaubatons Carrage
Grimmauld Place
Room of requirement with DA members
Ministry of Magic
St Mungos
Weasley's Wizard Wheezes
Slughorn's class
The Cave
Dumbledore's Murder.
A tent scene at the forest of dean with a silver doe
Wedding at the Burrow
Shell Cottage
Malfoy Manor
The Battle of Hogwarts with ALL teachers and most students and Hagrid and GRAWP,
The Forbidden forest with Voldemort and LOTS of death eaters(and centaurs).
Three Broomsticks
Zonkos
Azkaban
Platform 9 3/4
Madam Malkin's Shop

(I've been writing that list for weeks!!!) I know I'm being unrealistic but it would be nice:-)

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By in Australia,

Nice new set for Harry Potter fans! I'll be getting the new Freeing Dobby set (4736) when it's available here.

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By in United States,

that set looks awsome !!!!!

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