Lovehoney, E L James Extend Fifty Shades Exclusive License Agreement

Lovehoney, E L James Extend Fifty Shades Exclusive License Agreement

BATH, England — Lovehoney has extended its agreement with author E L James to give the U.K.-based sex toy manufacturer exclusive worldwide rights to produce Fifty Shades of Grey branded pleasure products through 2018.

The company first secured the worldwide rights to the Fifty Shades of Grey brand in 2012. The Official Pleasure Collections have since sold more than 2 million units worldwide and picked up numerous awards, including a 2015 LIMA Licensing Award.

Lovehoney cofounder Neal Slateford said, “The Fifty Shades of Grey trilogy completely transformed the market for pleasure products. It bridged the gap between adult and the mainstream and introduced a whole new audience to the joy of sex toys. We’re delighted to have extended our relationship with E L James and her team. We have exciting plans for developing the brand.”

E L James added, "I'm thrilled to be extending the Fifty Shades partnership with Lovehoney. It's a wonderful British company run by amazing, creative people who really care for their customers and for fans of the Fifty Shades story. Our work together has been a huge success, and long may that continue.”

Lovehoney says it is looking forward to the next two movie adaptations of the books, “Fifty Shades Darker” and “Fifty Shades Freed,” in February 2017 and 2018 respectively.

Lovehoney will debut two new Fifty Shades collections at this month’s ANME Founders Show in Los Angeles. Fifty Shades Darker — The Official Pleasure Collection and the limited edition No Bounds Collection can be previewed on the Lovehoney booth (9 and 10) and will ship to retailers in October.

Lovehoney’s International Sales Manager Jim Primrose said, “Fifty Shades continues to be the most recognisable and desirable name in the pleasure product market. The release of Fifty Shades Darker will further boost demand for official Fifty Shades products. Our product development team has worked closely with E L James to create products that will surprise and delight customers and industry watchers alike.”

The ANME Founders Show takes place at the Los Angeles Marriott Burbank Airport, Los Angeles on July 17-­19.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

ProDx Health Introduces 'Assured MoFi ID' Testing Program

ProDx Health has introduced its new Assured MoFi ID Program for testing.

Eye of Love Expands 'Bloom' Collection

Eye of Love has introduced two new perfume oils from its Bloom collection.

Nobü Adds to 'Essentials' Collection

Nobü is expanding its Essentials collection with three new pleasure products.

Like a Kitten to Release 'Adventure Collection'

Pleasure brand Like a Kitten has announced that it will debut its new Adventure Collection on July 15.

Full Circle Debuts New Bullet Vibes

Pleasure brand Full Circle has introduced a new range of bullet vibrators.

Magic Silk Debuts 'Butterfly Fantasies' Collection

Magic Silk has introduced its new Butterfly Fantasies line of intimate wear.

Orion Debuts 'Vipepad' Ride-On Vibrator

Orion Wholesale has introduced the latest edition of its Vibepad ride-on vibrator.

Xgen's Dr. Mindy DeSeta Spotlighted on CBS News

CBS News has spotlighted Xgen Products resident sex therapist Dr. Mindy DeSeta on its Miami and West Palm Beach affiliate stations.

Electric Novelties Expands 'Gläs' Collection

Electric Novelties has introduced a variety of new items from its Gläs collection.

FSC Toasts Jeffrey Douglas for 30 Years of Service

n the very same evening when the adult industry was hit hard by the Supreme Court ruling supporting Texas’ controversial age verification law, HB 1181, members of the Free Speech Coalition board, staff and supporters gathered to celebrate Jeffrey Douglas’ 30 years as board chair — a fitting reflection of his reputation as an eternal optimist.

Show More