Agency says that it sees "great potential" for licensing the brand in the territory.

Bulls Licensing to whip up Fifty Shades in the Nordics

Bulls Licensing is to represent publishing hit Fifty Shades of Grey in the Nordics.

The firm has been appointed by the master licensing agent, Caroline Mickler, to help develop the licensing programme for the property in the territory.

Global sales of the trilogy – Fifty Shades of Grey, Fifty Shades Darker and Fifty Shades Freed – have reached 68 million copies.

"The Fifty Shades of Grey trilogy is the biggest sensation to hit publishing in many years, and we see a great potential for licensing in the Nordics," said Gustav Melin, licensing director at Bulls Licensing. "The Nordic market’s interest in Fifty Shades of Grey as a brand is enormous and we have already been approached by several companies.

"Among the licensing categories being discussed are lingerie/sleepwear, apparel, fragrances, beauty products, bedding, home furnishings, stationery and jewellery. With continuing book sales and a film version, awareness is being kept high."

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