Disney did not attempt to buy the Harry Potter franchise outright, but in the mid-2000s, they entered intense negotiations with J.K. Rowling for the theme park rights. The deal ultimately collapsed because Disney refused to grant Rowling the extraordinary level of creative control she demanded. Rowling wanted the "Wizarding World" to be a fully immersive land with specific aesthetic standards—including a requirement that the entryway be a "magical portal"—whereas Disney's "accountant-led" management at the time preferred a more traditional attraction-and-gift-shop approach. Furthermore, Disney was hesitant to agree to a contract that didn't give them full authority over the characters' use in the parks. Consequently, Rowling signed with Universal Parks & Resorts, who agreed to her strict terms. This decision is now seen as a turning point in theme park history, as the success of Harry Potter at Universal forced Disney to "step up their game," leading to the creation of highly immersive lands like Pandora and Galaxy's Edge.