Universal's New Hogwarts Build-A-Bag Line Lets You Mix Straps, Charms and Pouches, and the Tote Alone Runs $90
Pick a bag. Pick a strap. Pick something to hang off it. That is the whole pitch behind the latest Wizarding World merchandise line at Universal Orlando, and as of Saturday you can go build one yourself.
The Wizarding World of Harry Potter x Build-A-Bag collection by Lug is on sale now, timed to the start of Back to Hogwarts on August 1. Universal announced the collection in a July 22 blog post, and Lug showed it off at an after-hours media event on July 30 inside The Wizarding World of Harry Potter - Hogsmeade at Universal Islands of Adventure.
The official product shot, staged on the Hogsmeade boardwalk under Hogwarts Castle. Photo: Universal Orlando Resort
Four bags, and the house pride costs extra
There are four bag styles, all in black quilted polyester with an embroidered Hogwarts crest, a metal Wizarding World emblem, an attachment point on the front for charms, and a built-in wand holder. Open one up and the lining carries Hogwarts artwork featuring all four houses.
Prices on Universal's own store:
- Hogwarts Catamaran Build-A-Bag (tote), $90
- Hogwarts Starboard Build-A-Bag (sling), $80
- Hogwarts Skeeter Build-A-Bag, $75
- Hogwarts Huggie Build-A-Bag (water bottle bag), $55
That is the entry fee. The customizing costs extra, and this is where a $90 tote stops being a $90 tote:
- Build-A-Bag Strap (Hogwarts or any of the four houses), $25
- Build-A-Bag Coin Pouch (Hogwarts, the four houses, the Golden Snitch, the Sorting Hat or a snowy owl), $35
- Build-A-Bag Charm (the same eight designs as the coin pouches), $19
- Build-A-Bag Zipper Pull (Hogwarts or any of the four houses), $19
Do the math: the Catamaran tote with one house strap, one coin pouch, one charm and one zipper pull adds up to $188 before tax. Universal's listings say bags, straps and accessories are sold separately. Attractions Magazine, which built a bag at the launch event, describes the tote arriving with a basic black strap, so budget for the $25 house strap unless a plain one turns up in the box.
The wall does the selling
Inside Universal photographed the display in Hogsmeade at Islands of Adventure, where the collection is laid out as a three-step wall and a lit sign spells the process out: choose a bag, choose a strap, pick an accessory. Underneath, the bags hang in stacked rows, with columns of house straps beside them and pegs of charms, zipper pulls and coin pouches filling the right-hand side. No source names the specific shop.
The Build-A-Bag wall in Hogsmeade at Islands of Adventure. Photo: Inside Universal / Brian Glenn
The accessories are themed to Gryffindor, Hufflepuff, Ravenclaw and Slytherin, plus Wizarding World icons including the Golden Snitch and the Sorting Hat. One small naming note for anyone hunting the owl: Universal's store lists it as the Snowy Owl Build-A-Bag Charm, while Inside Universal calls it Hedwig.
A Huggie water bottle bag wearing a Golden Snitch charm, with a Ravenclaw pouch and strap. Photo: Inside Universal / Brian Glenn
Where you can actually buy it
Universal's own announcement pitched the collection as a parks exclusive, describing "the limited-time The Wizarding World of Harry Potter x Build-A-Bag collection by Lug available only at the theme parks." In practice the store lists all 30 pieces, the four bags plus every strap, zipper pull, charm and coin pouch, so the parks-only framing does not appear to have held. Inside Universal reports the line is available at Universal Orlando, Universal Studios Hollywood and online.
Who is Lug
Lug is based in Orlando, founded in 2005 by Ami and Jason Richter. Inside Universal describes it as Lug's second Universal tie-in since the two began working together earlier in 2026. The first marked the one year anniversary of Universal Epic Universe and included a Skeeter bag inspired by Captain Cacao. Attractions Magazine also reports a Stranger Things bag from Lug is on the way for Halloween Horror Nights 2026.
Back to Hogwarts runs August 1 through September 1, 2026.
Note: Attractions Magazine attended Lug's July 30 after-hours media event and discloses the bags and accessories were provided as part of a hosted, gifted experience. Inside Universal says it was invited to the launch event in Hogsmeade and built a bag there.
Sources
- Discover Universal, Celebrate Going Back to Hogwarts in The Wizarding World of Harry Potter at Universal Orlando Resort
- Inside Universal, New Wizarding World of Harry Potter Build-A-Bag Collection by Lug Debuts at Universal Parks
- Attractions Magazine, The Wizarding World of Harry Potter x Lug collection is pure theme park magic
- shopUniversal, Lug collection listings
- Inside Universal, Back to Hogwarts returns with 25th Anniversary celebration
Image credits: featured image Universal Orlando Resort; in-park display and Huggie photos Inside Universal / Brian Glenn.
