BATH, England—Sex toy retailer Lovehoney is gearing up for a surge in sales for its award-winning official Fifty Shades merchandise after the lead roles in the mainstream movie were cast.
Brit Charlie Hunnam and U.S. actress Dakota Johnson were tapped to portray Christian Grey and Anastasia Steele, respectively, in the movie adaptation of the best-selling books, which is due out next August.
The success of the trilogy spurred sales of BDSM items throughout the world, and retailers and manufacturers—particularly Lovehoney, which is the creator of the official Fifty Shades of Grey Pleasure Collection—expects another surge surrounding the movie.
“The books sold 60 million copies last year and they are still selling well—but interest is now switching to the movies,” said Neal Slateford, co-founder of Lovehoney. “Three movies are planned and these should introduce Fifty Shades to a whole new wave of consumers who possibly aren't readers or who haven't had time to pick up the books. We are expecting a second surge of interest in products associated with the book.”
Lovehoney beat huge global competition to land the licensing deals for the official Fifty Shades collections of pleasure products and pharmacy items, which E.L. James helped design.
“Fifty Shades is the one sex brand which is recognized throughout the world,” Slateford said. “People everywhere associate it with naughtiness and fun, and the brand has resulted in sex toys and soft bondage gear well and truly entering the mainstream. It has enabled Lovehoney to break into lots of exciting new markets. The key is the fact that we are working with E.L. James on the official ranges. Consumers know that she is only going to put her name to products which are of high quality and good value.”
After the deal was announced, E.L. James said: "This range is what I always imagined while I was writing Fifty Shades of Grey.
"I'm so excited that the toys I described in the books have come to life and can now be enjoyed around the world,” she said.
For more information, visit Lovehoney.com.
