Lovehoney’s Fifty Shades triumphs over Star Wars, Walking Dead and Maleficent

Posted: June 19, 2015

Lovehoney is celebrating winning a top licensing award at the 2015 International Licensing Industry Merchandisers’ Association (LIMA) Awards, which took place at the Mandalay Bay Convention Center in Las Vegas last week. The online retailer’s Fifty Shades of Grey Official Pleasure Collection beat off competition from Hasbro’s Star Wars Inquisitor Lightsaber, Jakks Pacific’s Maleficent product line, Sega’s Alien: Isolation video game, and Trick or Treat Studios’ The Walking Dead Halloween masks and costumes, to win the Best Film, Television, or Entertainment Live Action Licensee for Hard Goods category

Lovehoney co-owner Neal Slateford accepted the award and said: “These awards are genuinely the ‘Oscars’ of licensing and we’re immensely proud to have received this award. It just goes to show that all of the hard work that went into this exciting collection has paid off.”

And in a nod to the Star Wars Inquisitor Lightsaber, he added: “I’m happy to say that the force was most definitely with us on this occasion.”

For more information about stocking any of Lovehoney’s Official Fifty Shades of Grey collections contact

Other winners at the LIMA event included One Direction (Celebrity or Music Program), Disney’s Frozen (Film, Television, or Entertainment (Animated) Program plus Overall Best Licensed Program) and Downton Abbey (Film, Television, or Entertainment (Live Action) Program). A full list of the winners can be found here.

LIMA president Charles Riotto said: “We’re delighted to recognize the huge impact that all of our awards winners have had in the marketplace. These achievements underscore the high calibre of today’s licensing initiatives and the significance of licensed properties and brands throughout the world.”