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Good advertising and getting caught in the autism storm that was Satanic Panic. Still think the Harry Potter autistic screeching mutating from...

Actually, I'll give Rowling the benefit of the doubt on this one since Wizard's Hall sounds pretty obscure and it might just be a case similar to...

Wizard of Earthsea by Ursula Le Guin did it even earlier.

JK wrote her books to help teach kids to read and marketed to schools aggressively.