The new lingerie licensee for erotic, adult novel Fifty Shades of Grey already sells products for a range of kids’ brands, including Disney, Spongebob, the Flintstones, Batman, the Ninja Turtles, Superman and The Simpsons.
An American licensing firm was responsible for confirming the identities of the licensees, this week, to American gossip site TMZ. The news arrived hot on heels of the announcement of a classic compilation album.
Briefly Stated will be responsible for daywear, loungewear, sleepwear and underwear, HYP will be selling hosiery, garters and tights and FREEZE Clothing will take on the knots, tees and hoodies.
Briefly Stated’s existing clients, who appear to consist mainly of children’s literary and comic brands, have not been mentioned in any of the press surrounding the announcement, despite the apparent conflict in product type.
Fifty Shades, which has been widely described as ‘mummy porn,’ has been touted by many in the media to be responsible for bringing erotica back into the limelight.
The novel, which incorporates multiple, explicit sex sexual encounters in its narrative, has reportedly single handedly driven up the sales of lingerie and sex accessories in stores such as Ann Summers.
The Fifty Shades of Grey phenomenon reached new heights, earlier this year, when author E.L James and her agent, ValHoskins, signed a deal with independent agency Caroline Mickler Ltd to license and build the brand.
Products covered in the deal include lingerie, cosmetics, apparel and fragrances, primarily targeted at adult women.
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.’
Christian Bale is currently winning a Facebook poll on who should play business mogul Christian Grey in the movie. Robert Pattinson and Magic Mike star Matt Bomer have also been popular choices to play the part.