Bigger than Star Wars

29.09.2016 | Bath, UK – Lovehoney is urging retailers to prepare for another Fifty Shades of Grey sales rush after the Fifty Shades Darker movie trailer went instantly viral. The tantalising teaser clip broke the record for most movie trailer views in 24 hours, amassing an astonishing 114 million in its first day, beating the trailer for Star Wars: The Force Awakens by two million views.

Lovehoney’s International Sales Manager Jim Primrose said: “Now that the trailer is out, Fifty Shades Darker is all people are talking about; it’s a real phenomenon. The movie is being released in time for Valentine’s Day 2017 and we’re ready for busy times ahead with two new Fifty Shades Darker ranges. Retailers should prepare themselves as excitement for the movie builds and fans look to buy the official merchandise. Our market research shows that 75% of our current customer base would buy a Darker range the second it became available; such has been the success of Fifty Shades of Grey. We’re forecasting a huge surge in sales as soon as the product is shipped.”

Lovehoney recently commissioned a survey of 1,200 Fifty Shades of Grey Official Pleasure Collection customers to analyse the impact of the movie onto their purchasing habits and excitement about Fifty Shades Darker. A massive three-quarters of those questioned tried bondage for the first time after seeing the film, prompting them to search out bondage items to purchase, with spanking paddles being the first thing they buy. Almost half (49%) have become more experimental and over a quarter (27%) are enjoying sex more. Respondents say their sex lives had improved due to seeing the movie, with 88% adopting dominant and submissive roles in their sex play. The most popular bondage activity enjoyed by couples was spanking (73%), followed by tying each other up (72.5%), wearing blindfolds (72%) and role play (43%).

Lovehoney secured the worldwide licence to manufacture official Fifty Shades of Grey pleasure products in 2012 and will launch two Fifty Shades Darker ranges – Fifty Shades Darker The Official Pleasure Collection and Fifty Shades Darker No Bounds Collection. Fifty Shades Darker The Official Pleasure Collection consists of 13 high-quality pleasure products, ranging from luxury rechargeable vibrators to sleek glass and steel toys, and three couples’ bondage kits. 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 those wanting to explore BDSM beginners as well as experts wanting some sleek new pieces to add to their collections. Both ranges were created with Fifty Shades of Grey author E. L. James, who personally approved every item. Primrose added: “The demand for Fifty Shades pleasure products is absolutely huge and the people who have already purchased items want more. Fifty Shades of Grey continues to be the biggest brand in the industry. Make sure you don’t get left behind!”

It’s not the first time that flogger and lightsaber have battled to be the best. In 2015, Lovehoney’s Fifty Shades of Grey Official Pleasure Collection surpassed Hasbro’s Star Wars Inquisitor Lightsaber to win a top licensing award. The range picked up the snappily titled Best Film, Television, or Entertainment Live Action Licensee for Hard Goods at the LIMA licensing awards – the oscars of the licensing industry. For more info about Fifty Shades Darker pleasure products, find the Trade Sales team at booth #7 at eroFame on 5th-7th October 2016 or visit the Lovehoney website www.lovehoney.co.uk.