Lovehoney renews Fifty Shades partnership

Sexual wellness firm Lovehoney is renewing its licence for Fifty Shades, a continuation of a deal struck by licensing agency Caroline Mickler.

The partnership for licensed intimate pleasure products has been going for 12 years, and the portfolio now spans more than 100 different products.

“We are pleased to announce the renewal of our license agreement with E L James for Fifty Shades of Grey,” said Johannes Graf von Plettenberg, CEO of Lovehoney Group.

“As an integral part of our portfolio, the Fifty Shades of Grey products speak to an important customer group curious to explore BDSM. We look forward to continuously bringing the brand to life for all book and movie fans as well as explorers beyond that.”