Transgender rights protesters gathered outside the opening of a new "Harry Potter" flagship store on Oxford Street in London on Wednesday. The demonstration occurred as controversy continues to follow the franchise due to author J.K. Rowling's views on gender identity.

A group of around 16 demonstrators assembled outside the shop, carrying signs that read “protect trans lives” and “stop funding trans erasure.” Using megaphones, the protesters chanted, “trans rights are human rights” and “the queers united, we’ll never be defeated.” They also urged fans waiting in line to reconsider supporting the franchise.

The queue, which wrapped around a nearby alleyway, slowly moved into the store, with most people ignoring the protest. West, a trans activist who led many of the group's chants, told Variety, “Considering the impact that J.K Rowling has on trans rights, it would be a disappointment if trans people weren’t here to have their voices heard.” West stated, “It is largely J.K Rowling making the biggest impact on people’s lives, I think, unfortunately. People don’t realize that, so that’s why we’re here today.”

West also commented on the store's attendance, noting that while it seemed crowded, it would have been "absolutely flooded with people" a few years ago. West claimed, “The fact is, years ago when ‘Harry Potter’ was at the peak of its popularity, it would’ve been impossible to even get close to the store. The fact is that the franchise is losing its popularity — and for good reason.”

The event marked the opening of the U.K.’s largest official “Harry Potter” store, a 21,000-square-foot retail destination spanning two floors at The Ribbon development. A spokesperson for the store told Variety, “Harry Potter Shop Oxford Street is thrilled to open our doors and welcome in hundreds of fans. We support everyone’s right to the peaceful expression of personal viewpoints and look forward to a day full of magic.” A representative for Rowling did not immediately respond to Variety’s request for comment.

The protest follows renewed backlash against Rowling for her outspoken opposition to transgender rights advocacy. Rowling has defended her gender-critical positions, arguing that legal protections based on biological sex are essential to women’s rights. Her views have led to boycotts and protests targeting "Harry Potter"-related projects.

The opening occurs days before a planned Harry Potter-themed Christmas lights switch-on on Nov. 9 on Oxford Street, which is a promotional tie-in with HBO’s upcoming television adaptation of Rowling’s novels. More than 11,000 people have signed a petition organized by the Good Law Project calling for the cancellation of the festive display, arguing the partnership would financially benefit Rowling and make transgender Londoners feel unwelcome.

Rowling serves as an executive producer on the new adaptation, which stars John Lithgow as Albus Dumbledore, Paapa Essiedu as Severus Snape, and Nick Frost as Rubeus Hagrid. The series has faced scrutiny over the author’s views, with several cast members publicly distancing themselves from her positions.