Lovehoney, E L James Extend Fifty Shades Exclusive License Agreement

Jul 12, 2016 10:03 AM PST

BATH, England — Lovehoney has extended its agreement with author E L James to give the U.K.-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. The Official Pleasure Collections have since sold more than 2 million units worldwide and picked up numerous awards, including a 2015 LIMA Licensing Award.

Lovehoney cofounder 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 E L James and her team. We have exciting plans for developing the brand.”

E L James added, "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.”

Lovehoney says it is looking forward to the next two movie adaptations of the books, “Fifty Shades Darker” and “Fifty Shades Freed,” 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 said, “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.”

The ANME Founders Show takes place at the Los Angeles Marriott Burbank Airport, Los Angeles on July 17-­19.

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