Hustler Novelties, Electric Eel Ink Licensing Agreement

Ariana Rodriguez

BEVERLY HILLS, Calif. — New York-based Electric Eel has been named the global licensee for the Hustler brand of sex toys and related novelties.

Hustler Novelties, a division is LFP Inc., and Electric Eel Inc. today announced they have signed a long-term licensing agreement. Since 2008 Electric Eel has been the licensee for Hustler Lingerie, which covers lingerie, sleepwear, men's underwear and women's shoes.

"We are extremely excited about our new licensing deal with Hustler," Electric Eel President Elan Rofe said. "We have a long-term plan for success, and are confident that we will bring many new and innovative ideas to the market. It is our goal to improve the outlook of the retail landscape and make a direct impact on distributors and retailers with Hustler Toys. With the help and guidance of the team at LFP, I am confident that the line will grow to be one of the biggest in the business after a short time. Our immediate initiatives are to identify existing best-sellers to insure continuity of sales to existing channels and to develop category by category until we have covered the entire spectrum of products. We look forward to introducing the new lines, and would encourage anyone with any questions to email at"

Electric Lingerie was founded in May 2003 and is today known as a premier international supplier of high quality lingerie and adult products.

"We're thrilled to expand our relationship with Electric Eel," said Theresa Flynt, executive vice president of Flynt Management Group. "Their track record with our Hustler licensed products has been terrific, and we're looking forward to working with them to take out novelties business to new heights around the world."

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