Potter star Emma Watson has flicked the switch on the 2004 Oxford Street Christmas lights.
The 14-year-old actress who plays Hermione Granger turned on the lights at around 6pm on Monday.
This year the famous London lights have a Harry Potter and the Prisoner of Azkaban theme to link in with the DVD release on 19 November.
Potter fans will also be able to watch a special Harry Potter light show every night from now until Christmas.
The display will be set to the soundtrack of Harry Potter and the Prisoner of Azkaban, with the finale describing Harry casting a Patronus charm.
Emma said she was thrilled to have taken part in switching on of the lights.
"I have wanted to do it ever since I was very young and I saw the Spice Girls do it.
"I love Oxford Street. I have come here most Christmases because I love the lights and all the beautiful displays in all the shops, " Emma added.
Emma also told the crowd that she really wanted a candyfloss maker for Christmas.
The star added that she loved the new Harry Potter DVD and the best bits were when the actors were interviewed by TV presenter Johnny Vaughan, as it was such great fun.
Emma was joined on the stage by five Olympic gold medallists including Sir Steve Redgrave and the 4 x 100m relay squad.