“Fifty Shades of Grey” arouses sex toy boom

The erotic bestselling novel “Fifty Shades of Grey” was devoured across the world by millions, from British housewives to Guantanamo Bay inmates. Now manufacturers and retailers are hoping that its Valentine’s Day movie release will fuel a boom in sex toy and bondage accessory sales.

The books have been translated into 50 languages, and have sold more than 100 million copies worldwide, making it one of the fastest-selling book series ever. It’s perhaps so mainstream that US discount retail giant Target, which specialises in everyday items, is selling “Fifty Shades of Grey” lubricant, blindfolds and “love rings”.

British company Lovehoney worked closely with the author E L James to design official “Fifty Shades” sex toys in late 2012 and before the movie release have branched out into luxurious items. Lovehoney co-owner Neal Slateford credited the books and growing acceptance of sexual openness with causing “the adult sex toy industry to explode”.