Lovehoney's 'Fifty Shades of Grey' Collection Wins Licensing Award

Bob Johnson

BATH, England — Lovehoney today announced that it won a top honor at the 2015 International Licensing Industry Merchandisers’ Association (LIMA) Awards in Las Vegas last week.

The online retailer’s "Fifty Shades of Grey The Official Pleasure Collection" bested stiff competition in the category "Best Film, Television, or Entertainment Live Action Licensee for Hard Goods."

Lovehoney said LIMA is the leading trade organization for the global licensing industry.

“These awards are genuinely the 'Oscars' of licensing and we’re immensely proud to have received this award. It just goes to show that all of the hard work that went into this exciting collection has paid off,” Lovehoney co-owner Neal Slateford said.

The sex toy company was up against the likes of JAKKS Pacific’s "Maleficent" product line and Hasbro, with their "Star Wars Inquisitor Lightsaber."

Slateford added, “I’m happy to say that the force was most definitely with us on this occasion.”

Lovehoney noted that it secured the exclusive worldwide licence to design, manufacture and sell "Fifty Shades of Grey" sex toys, bondage items and pharmacy products approved by author E L James back in 2012. In 2014, the company said it sold a million units of the Collection.

The collection also won as Soft Bondage Product/ Line of the Year at the 2015 XBIZ Awards earlier this year, and Best Crossover Brand at last year’s ETO Awards.

As well as The Pleasure Collection, Lovehoney also launched the Red Room Collection earlier this year to tie in with the "Fifty Shades of Grey" movie. In recent weeks, Lovehoney announced the latest in its line of "Fifty Shades" merchandise with "The Official Fifty Shades of Grey Playroom Collection." The range includes six bedroom restraint pieces inspired by Christian Grey’s ‘Red Room,' all of which come with a blindfold and a Christian Grey ‘Do Not Disturb’ door hanger. The items will be available from distributors from July 2015.

For more information on the collections, email