Magazine article ADWEEK

Sex Toys Are Set to Blow Up: Fifty Shades of Grey Movie Has Naughty Novelties Coming out of the Closet

Magazine article ADWEEK

Sex Toys Are Set to Blow Up: Fifty Shades of Grey Movie Has Naughty Novelties Coming out of the Closet

Article excerpt

In 2012, E.L. James' Fifty Shades of Grey opened up a whole new market for the sex toy industry. With Universal Pictures' adaptation hitting theaters Valentine's Day weekend, retailers are readying for another rush, with some expecting sales may even double.

But could the marketers of products largely relegated to adult bookstores and sex-oriented websites be expanding to include mainstream retailers? It's not a stretch--after all, even Amazon carries a wide variety of sex gear.

"Everyone in the industry is looking at Fifty Shades of Grey as being a tipping point that will push the mainstream to cross over into this category," said Robert Rheaume, president of Jimmyjane, which markets vibrators, massage oils and assorted S&M accoutrement. "There's just an appetite for kink, and it seems like the public has given us and others permission to bring these products to market."

Jimmyjane, whose products are sold in U.K.-based department stores like Selfridges, expects to expand to big-name U.S. outlets in the next couple of years. …

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