Just when you thought it was safe to put the book away, by the end of the year you might just be able to sleep in pajamas and lingerie – “Fifty Shades of Grey”-style.
Products based on the “Fifty Shades” phenomenon will hit stores between August and December this year. The merchandise will include apparel, stationery items, hosiery, lingerie and accessories. Expect to see “Christian Grey” boxers and ties as well as lounge wear, sleepwear and T-shirts; the accessories would comprise bags, wallets, portfolios, key chains and underwear (for men and women). Stationery items will include journals and diaries.
“We believe the response to the products will be as phenomenal as the book trilogy,” said Carole Postal, president of CopCorp Licensing, an agency that specializes in the development of brand, character, art, publishing and entertainment-based licensing, and is the agent for the U.S. market for the “Fifty Shades” brand.
“The merchandise that will be in the market the soonest are products with the shortest lead time, in other words products which can be produced faster. In this case, bedding, home furnishings, bath and body as well as health products will come in later,” said Postal.
The trilogy of books by British author E.L. James tell the story of the relationship between young Anastasia Steele and billionaire Christian Grey, a relationship that grows in sexual intensity and danger as Christian introduces his new partner to his world of submission and dominance.
Without disclosing any figures, Postal said her company will ensure that the “Fifty Shades” merchandise is stylish, sleek and in keeping with the characteristics of the book, adding that the products would be marketed nationwide in appropriate retailers.
The main demographic for the brand is likely to be adult women, although male and female gift buyers are also seen as a strong market.
In the U.S. and Canada, the “Fifty Shades” trilogy has sold 15 million copies. In March, Universal Pictures and its Focus Features division purchased the film rights to the book.