LOS ANGELES — Lovehoney has announced the final “Fifty Shades of Grey” range will be debuted at this weekend’s ANME in Burbank, Calif.
According to a representative, Fifty Shades Freed — The Official Pleasure Collection is the most exciting Fifty Shades collection yet, consisting of a range of expertly designed pleasure toys and accessories that will sit alongside a limited edition premium range, Fifty Shades Freed — The Cherished Collection.
The products have been designed to reflect the growing intimacy and passion of the inimitable heroes of the blockbusting trilogy, Ana Steele and Christian Grey, the company reports. Over three million units of “The Fifty Shades of Grey” range have been sold to date worldwide since Lovehoney announced that they were working on products authorized and co-designed by E L James.
Fifty Shades Freed — The Official Pleasure Collection consists of 17 products in a distinctive and fashionable purple and rose gold colorway.
ANME will see the premiere of the Sweet Release Rechargeable Clitoral Suction Stimulator — Lovehoney’s first clitoral suction toy, described as “whisper quiet” by the company. Quirky, romantic design elements include a heart-shaped tip for the Crazy for You Bullet Vibrator and a stainless steel rose gold love ring engraved with “I want you. Now.”
The My Body Blooms Remote Control Knicker Vibrator and the sensual petal-shaped Desire Blooms vibrator are predicted to be bestsellers, a representative indicated.
Fifty Shades Freed — The Cherished Collection consists of 10 limited edition luxe products in the purple and rose gold colorway and will be marketed as premium collector’s items.
ANME will be attended by international sales managers Jim Primrose (ROTW) Kate Hodgson-Egan (U.K. and U.S.) and sales manager Sabrina Earnshaw.
Primrose said, “This ANME will be one of our busiest ever. It is clear to us that consumers have an insatiable appetite for the real thing and they will not settle for poor imitations. Lovehoney are the only company with the official licensed collection for Fifty Shades of Grey. No other company in the industry does more collaborative work with their customers than Lovehoney and with more retailers than ever contacting us to do staff brand and product training the demand is greater than ever for Fifty Shades.
"A number of our customers are already in negotiations with their local cinemas and press to maximise the opportunity 'Fifty Shades' represents to their business," Primrose continued. "We are here to help so come and talk to us at the show, you will not be disappointed, I promise! There is no other brand out there quite like 'Fifty Shades' to attract new customers to your business and with the new Freed collection, we are catering for an even wider customer demographic, resulting in more sales for our distributors and their retailers alike.”
Hodgson-Egan added, “The Fifty Shades Freed range is the result of years of research and market-leading product development to come up with the best range yet — we cannot wait to introduce customers established and new to this incredibly diverse and unique collection. The products are exciting and liberating and perfect for the adventurous among us. We cannot wait for our customers to see the new range at ANME.”
Earnshaw commented, “Fifty Shades Freed is the ‘best of the best’ — top of the range functionality, design, luxury silicone and an unmatchable look and feel. There are no toys on the market at this level of engineering that are better priced. It’s great to be able to meet up at ANME with all of our valued friends in the US face-to-face who have given us so much support.”