Aida Ahmad, Los Angeles Times, Published June 27 2012
‘Fifty Shades’ clothing, other items slated for storesJust when you thought it was safe to put the book away, by the end of the year you might just be able to sleep in pajamas and lingerie – “Fifty Shades of Grey”-style.
Products based on the “Fifty Shades” phenomenon will hit stores from August to December. The merchandise will include apparel, stationery, hosiery, lingerie and accessories. Expect to see Christian Grey boxers and ties as well as loungewear, sleepwear and T-shirts. The accessories will include bags, wallets, portfolios, key chains and underwear (for men and women). Stationery items will include journals and diaries.
“We believe the response to the products will be as phenomenal as the book trilogy,” said Carole Postal, president of CopCorp Licensing, a company that specializes in the development of brand, character, art, publishing and entertainment-based licensing.
“The merchandise that will be in the market the soonest are products with the shortest lead time, in other words, products which can be produced faster,” Postal said. “In this case, bedding, home furnishings, bath and body as well as health products will come in later.”
The trilogy of books by British author E.L. James tells the story of the relationship between young college graduate Anastasia Steele and billionaire Christian Grey, a relationship that grows in sexual intensity and danger as Christian introduces his new partner to his world of submission and dominance.
Postal said her company would ensure that the “Fifty Shades” merchandise is stylish, sleek and in keeping with the characteristics of the book, adding that the products would be marketed at retailers nationwide.
The main demographic for the brand is likely to be adult women.
In the U.S. and Canada, the “Fifty Shades” trilogy has sold 15 million copies. In March, Universal Pictures and its Focus Features division purchased the film rights.
The Internet has been abuzz, since news of a “Fifty Shades” movie broke, over who would play the roles of Christian and Anastasia. Lesser-known actors such as Matt Bomer (“White Collar”), Ian Somerhalder (“The Vampire Diaries”) and Alexander Skarsgard (“True Blood”) are just a few of those named to possibly play Christian, while A-list actresses such as Scarlett Johansson, Emma Stone and Amanda Seyfried are said to be contenders for Anastasia.