Lovehoney's Fifty Shades Licensing Triumphs At LIMA Awards

BATH, England—U.K. sex toy manufacturer Lovehoney recently took home a 2015 LIMA Award, which are presented by the International Licensing Industry Merchandisers' Association, the leading trade organization for the global licensing industry. The ceremony took place earlier this month in Las Vegas. "These awards are genuinely the 'Oscars' of licensing and we're immensely proud to have received this award,” said Lovehoney co-owner Neal Slateford. “It just goes to show that all of the hard work that went into this exciting collection has paid off." The online retailer's Fifty Shades of Grey The Official Pleasure Collection beat off stiff competition in the category Best Film, Television, or Entertainment Live Action Licensee for Hard Goods. The sex toy company were up against the likes of JAKKS Pacific's Maleficent product line and Hasbro, with their Star Wars Inquisitor Lightsaber.  "I'm happy to say that the Force was most definitely with us on this occasion,” Slateford said. Lovehoney secured the exclusive worldwide licence to design, manufacture and sell Fifty Shades of Grey sex toys, bondage items and pharmacy products approved by author E L James back in 2012. In 2014, the sex toy company sold 1 million units of the Fifty Shades of Grey Official Pleasure Collection. As well as The Pleasure Collection, Lovehoney also launched the luxurious Red Room Collection earlier this year to tie in with the Fifty Shades of Grey movie.  In recent weeks, Lovehoney announced the latest in its line of Fifty Shades merchandise with The Official Fifty Shades of Grey Playroom Collection. The range includes six bedroom restraint pieces inspired by Christian Grey's Red Room, all of which come with a blindfold and a Christian Grey 'Do Not Disturb' door hanger. The items are available from distributors from July 2015. If you'd like to know more about stocking any of The Official Fifty Shades of Grey collections, contact Lovehoney's Trade team at tradesalesteam@lovehoney.co.uk. A list of all of the winners can be found here.