Disney does not have Harry Potter because of a fundamental clash over creative control and commercial branding during negotiations in the mid-2000s. J.K. Rowling had strict demands: she wanted a fully immersive land (not just a few rides), no commercial branding like Coca-Cola or Nestle in the area, and a significant say in the design to ensure "reality" (e.g., small, cramped shops instead of massive retail hubs). Disney executives at the time, led by Michael Eisner, were reportedly unwilling to cede that much control to an outside author and preferred a smaller-scale "ride" approach. Universal Parks & Resorts agreed to all of Rowling’s conditions, leading to the creation of The Wizarding World of Harry Potter. This move transformed Universal into a major competitor and forced Disney to pivot toward similarly immersive projects like Pandora – The World of Avatar and Star Wars: Galaxy’s Edge to keep up with the new industry standard set by Universal.