Lovehoney ties up EL James with new Fifty Shades deal

Posted: July 13, 2016

Lovehoney has announced that it has extended its agreement with author EL James to give the UK-based sex toy manufacturer exclusive worldwide rights to produce Fifty Shades of Grey branded pleasure products through 2018. The company first secured the worldwide rights to the Fifty Shades of Grey brand in 2012 and the Official Pleasure Collections have since sold over two million units worldwide and picked up numerous awards, including a 2015 LIMA Licensing Award.

Lovehoney co-founder Neal Slateford said: “The Fifty Shades of Grey trilogy completely transformed the market for pleasure products. It bridged the gap between adult and the mainstream and introduced a whole new audience to the joy of sex toys. We’re delighted to have extended our relationship with EL James and her team. We have exciting plans for developing the brand.”

EL James commented: “I’m thrilled to be extending the Fifty Shades partnership with Lovehoney. It’s a wonderful British company run by amazing, creative people who really care for their customers and for fans of the Fifty Shades story. Our work together has been a huge success, and long may that continue.”

The next two movie adaptations of the books, Fifty Shades Darker and Fifty Shades Freed, will be released in February 2017 and 2018 respectively. Lovehoney will debut two new Fifty Shades collections at this month’s ANME Founders Show in Los Angeles. Fifty Shades Darker – The Official Pleasure Collection and the limited edition No Bounds Collection can be previewed on the Lovehoney booth (9 and 10) and will ship to retailers in October.

Lovehoney’s international sales manager Jim Primrose added: “Fifty Shades continues to be the most recognisable and desirable name in the pleasure product market. The release of Fifty Shades Darker will further boost demand for official Fifty Shades products. Our product development team has worked closely with E L James to create products that will surprise and delight customers and industry watchers alike.”