Trans rights activists protested at the switch-on of Oxford Street’s Harry Potter-themed Christmas lights, arguing that a festive display linked to J.K. Rowling’s franchise makes trans people feel unwelcome in one of London’s busiest public spaces.

Hundreds of spectators gathered for the installation on Monday 9 November. Its specially created illuminated designs were produced in partnership with the forthcoming HBO series Harry Potter and the Philosopher’s Stone, on which Rowling is an executive producer.

The protesters’ objection extends beyond the author’s statements on gender identity to the ethics of supporting the franchise. They urged people not to engage with Harry Potter or Rowling, arguing that commercial support cannot be separated from her campaigning.

A protester named West alleged that Rowling uses money earned from Harry Potter to undermine trans people’s rights. West also argued that Christmas celebrations should include both trans and cisgender children, and that the franchise should no longer have a place in public life.

The Good Law Project, a not-for-profit campaign organisation, launched a petition opposing the lights. It states: “Harry Potter lights in one of the busiest streets of London will not make trans people feel Christmassy, welcome, or safe”. That is the campaign’s assessment of the display’s effect, rather than an established account of how all trans people experience it.

Rowling has described self-declared gender identity as “anti-science”. She denies being transphobic and has said she respects “every trans person’s right to live any way that feels authentic and comfortable to them”.

Her views have divided fans and prompted protests and boycotts targeting Harry Potter events and locations. The television production has also faced controversy. John Lithgow, who plays Dumbledore, and Nick Frost, cast as Hagrid, have distanced themselves from Rowling’s views. Cast members have nevertheless faced criticism and, in some cases, death threats over their involvement.

Responsibility for the Oxford Street installation lies with the New West End Company. The mayor’s office said it did not organise the lights, addressing who arranged the display without resolving the protesters’ objection to the partnership itself.