Pottermore, a unique website which builds an exciting and immersive online experience around the Harry Potter books and is the exclusive retailer of the Harry Potter digital eBooks, is partnered by Sony.

ENGADGET: Sony's new Reader Wi-Fi is the world's lightest 6-inch e-reader with multitouch screen (update: powered by Android)

Pottermore is a unique and free-to-use online experience, built around the Harry Potter books, created for a new digital generation of readers who can explore, share and participate in the stories, showcase their creativity and discover new information about the world of Harry Potter from J.

ENGADGET: Harry Potter e-books now available to muggles

Quirky tax bloggers notwithstanding, most online shoppers just want to buy a scarf or a Harry Potter DVD with the least amount of effort.

FORBES: Online Sales Continue to Puzzle Holiday Shoppers

Guesses range from an online game to a digital comic book to a virtual Harry Potter encyclopedia to a new promotional effort for the final movie in the franchise, "Harry Potter and the Deathly Hallows: Part 2, " which hits theaters July 15.

CNN: J.K. Rowling previews mysterious 'Pottermore' site

Heroes is one of the fastest-growing online games ever, the online world's equivalent of such out-of-nowhere hits as Harry Potter in books and The Blair Witch Project in film.

FORBES: Ordinary Hero

In fact, Harry Potter and the Deathly Hallows - not released as an e-book - was typed out and released online illegally within 24 hours of release.

BBC: Can libraries survive in a digital world?