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Tuesday, June 5, 2012

50 Shades Of Industry Stimulation

The Fifty Shades Of Grey Trilogy, by E.L. James, have caused quiet a stir in the bedroom. The fetish fueled book has peeked a sexual curiosity in women and as a result has stimulated the pleasure toy industry. Pure Romance, a sex toy company that models its sales campaign using the "tuber wear party" methodology, has had a 20% increase in party bookings since the books April release. The increased party bookings has led to an increase in sales and Pure Romance is on track to achieve $120 million in sales for 2012.

50 Shades Of Grey was originally written as "twilight" fan fiction. The book explores the sex/love affair of Billionaire Christian Grey as he transforms the virgin college student Anastasia Steele into his sex goddess. 50 Shades of Grey is expected to become the highest grossing book series for Vintage Publishing House. In addition to the millions that 50 Shades of Grey is earning for Random House (the parent company), the book presents an opportunity for product licensing arrangements and royalties. The sex industry has seen a very obvious spike in sales of partner focused products, specifically in the BDSM market. It seems that women are curious to explore the pleasures of hand cuffs, riding crops and in recreating their own Red Room's of Pleasure.

The pop culture reference of adult entertainment does have an impact of the sex industry. In the early 2000's when "The Rabbit", appeared on Sex and The City, the toy literally bounced of the shelves and procreated numerous wannabe products. What is potentially unique about the 50 Shades Of Grey product line is the unlimited potential for product offerings from massage candles, to lingerie, to swings, etc. Adult retailers are enjoying the peaked demand created by E.L James and her descriptive imagination. Retailers, such as Babeland, are using the momentum of the novel to perpetuate market curiosity. Babeland has recreated a 50 shades inspired in store promotion that gives away a copy of the hit book with purchase.

At the moment however none of the "spin off" type products are in away related to Ms. James. However the author is currently pursuing a licensing agent. 50 Shades of Grey is transforming the sex industry and redefining the target demographic. The book has seamlessly managed to transform a taboo topic into a mainstream curiosity. Huge business, marketing and revenue maximization opportunities are available for The Fifty Shades of product lines. I will be interested to see how well the E.L. James does at managing the brand of Grey that will undoubtedly come of her hit trilogy.

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