Official Fifty Shades of Grey collection helps Lovehoney triple profits - Licensing.biz

Official Fifty Shades of Grey collection helps Lovehoney triple profits

Firm specialising in sex toys, lingerie and erotic gifts believes the movie, out in cinemas today, will boost profits another 40 percent in 2015.
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Lovehoney, a UK firm specialising in sex toys, lingerie and erotic gifts, has seen profits triple thanks to its official Fifty Shades of Grey collection.

One of only 15 companies to have secured a licensing deal for the Fifty Shades property, Lovehoney launched a Fifty Shades of Grey sex toy collection spanning handcuffs, spanking cream, pleasure balls and even a Christian Grey tie back in 2012.

It became one of the fastest-selling adult product lines in Europe and helped Lovehoney triple its profits.

The firm's profits tripled from $1.1 million in 2013 to $3.39 million by January 2014, reports The Hollywood Reporter.

Since launching in the US, Lovehoney claims its official Fifty Shades collection has sold an estimated 1.2 million units worldwide.

"A lot of the items that you would not expect to be big sellers to mainstream audiences have actually proved to be very successful," Lovehoney co-owner Neal Slateford told The Hollywood Reporter.

"We had no idea, for instance, that nipple clamps would be so popular."

The firm expects the movie, out in cinemas today, will boost profits another 40 percent in 2015.

Other product categories covered in the Fifty Shades of Grey licensing programme include jewellery, clothing, body lotions, wine, a teddy bear, a classical album which has sold 93,000 copies and a board game that has sold over 200,000 copies.

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