Ed Mayo, former chief executive of Consumer Focus and author of Consumer Kids: How Big Business Is Grooming Our Children For Profit, said parents may feel it is an attempt to make a "cheap buck". He added: "This is probably going to be the biggest site of pester power in western Europe." "It's no surprise the sets have been turned into a commercial enterprise but this will be an expensive morning or afternoon out. Part of being a parent is being able to say no, but having to walk through the gift shop to leave the tour makes it very difficult." Mumsnet co-founder Justine Roberts said: "It is a shame that something so popular with children as a Harry Potter tour is going to cost quite so much." "It would make a lot of sense in this climate for Warner Brothers to help make families' lives easier." Despite the criticism, the studio is expecting around 5,000 visitors a day to flock to see the haunts of witches and wizards. Beginning at the "cupboard under the stairs" where Harry lived before he discovered he was a wizard, the tour allows fans into the studio where the franchise was filmed. They will be able to peer into sets including Hogwarts' Great Hall, Diagon Alley, Dumbledore's office, the Gryffindor common room and the purple Knight Bus — but will not actually be permitted to venture inside them. A single child ticket is priced at £21 and a single adult ticket at £28, while a group ticket for a family of four will set you back £83.

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