BURBANK — Lovehoney is set to launch two new “Fifty Shades of Grey” ranges in its booth at the 2016 ANME Founders Show: Fifty Shades Darker: The Official Pleasure Collection and Fifty Shades Darker: The No Bounds Collection. The 2016 ANME Founders Show will be held from this Sun., Jul. 17 through Tues., Jul. 19 at the Marriott Airport Burbank Hotel in Burbank, Calif.
The No Bounds Collection comprises 10 limited edition bondage pieces inspired by the “Fifty Shades Darker” story, each handcrafted from top-quality leather and perfect for BDSM beginners and aficionados alike.
Both ranges were created with “Fifty Shades of Grey” author E.L. James, who personally approved every item in the range.
Jim Primrose, international sales manager for Lovehoney, said: “We’re pulling out all the stops for our ANME booth this year.”
Because the “Fifty Shades Darker” movie “will be hitting theatres in time for Valentine’s Day 2017,” Lovehoney said that “it’s vital for retailers to be prepared for the next wave of this phenomenon.”
The Fifty Shades Darker Official Pleasure Collection and The No Bounds Collection, Lovehoney said, “offer fans the chance to create their own ‘Fifty Shades’-inspired scenarios at home.”
Lovehoney first secured the exclusive world rights to design, manufacture and sell “Fifty Shades of Grey”-themed sex toys, bondage and pharmacy products in 2012.
The Fifty Shades of Grey Official Pleasure Collection, Lovehoney said, “has received unprecedented media attention and awards in the years following its initial release and has now sold over 2.5 million units.”
More than 125 million copies of the books, Lovehoney said, have been sold around the world to date, and the first “Fifty Shades” movie earned $570 million at the global box office. “Fifty Shades Darker,” Lovehoney said, is “set to be another huge hit.”
The Lovehoney Trade Sales team at Booths 9 and 10 in the tent area at the ANME Founders Show.