No greying knickers allowed: Fifty Shades of Grey lingerie collection confirmed
17:02 GMT, 15 August 2012
Fifty Shades of Grey equals gold in the bank for savvy merchandisers
The Fifty Shades effect has seen a boom
in sales of everything from lingerie to neckties and hair dye since being released in May 2011, so it is only fair that the original brand gets a slice of the multi-million pound 'mummy porn' pie.
Rumours of an official merchandising deal for a 'Fifty Shades' brand surfaced months ago, and this week hot on the heels of the announcement of a classical compilation album an American licensing firm confirmed to gossip site TMZ that Fifty Shades-themed lingerie, sleepwear and clothing will be coming to a store near you very soon.
Three separate companies have confirmed licensing deals with author E.L James to sell the first-ever official Fifty Shades branded apparel line: A company called HYP will be selling hosiery, garters, and tights; FREEZE Clothing will be selling the knits, tees, and hoodies and Briefly Stated will sell daywear, loungewear, sleepwear and underwear.
James – who earns almost 1million a week from the erotic books – signed a deal with independent agency Caroline Mickler earlier this summer, giving Mickler the responsibility for for building the brand worldwide.
Mickler told fashion blog fashionista.com: 'The market’s interest in Fifty Shades of Grey as a brand is enormous.
'With continuing book sales and a film version keeping awareness high, we expect this property to make a very strong showing in a number of licensed categories over the coming months.'
A Facebook poll today put Batman star Christan Bale as favourite to play billionaire Christian Grey in the movie of the book ahead of Robert Pattinson and Magic Mike star Matt Bomer who has been the favourite for the role since Universal Pictures acquired the rights.
Actors Christian Bale and Matt Bomer are both in the running to play billionaire Christian Grey in the movie adaptation of the trilogy