Now that Universal has prevailed in fevered bidding for the erotic trilogy "Fifty Shades of Grey," some in Hollywood are pondering not only whether the graphic books really can be made into a successful movie but also how many of the author's extraordinary demands for control were met by the studio.
First there was the book. Then there was the big movie deal. Is the world ready for Fifty Shades of Grey lingerie and perfume next?
Fifty Shades author E.L. James and her agent Val Hoskins selected UK-based Caroline Mickler Ltd. to be the global licensing agent for merchandise based on the best-selling trilogy.
Mickler is considering Fifty Shades-based lingerie/sleepwear, apparel, fragrances, beauty products, bedding, home furnishings, and stationery, jewelry and adult products aimed at adult women.
In a statement Mickler said, “The market’s interest in Fifty Shades of Grey as a brand is enormous. … We expect this property to make a very strong showing.” Hoskins added that this was the first step in developing Fifty Shades into a worldwide brand.
Specific products were not announced. Mickler will be at Las Vegas’ Licensing Expo (6/12-6/14) and at London’s Brand Licensing Europe 2012 (10/16-10/18) meeting with potential licensees.
The trilogy tell the story of Anastasia, a virgin college student who gets involved in a romantic relationship with the slightly older billionaire Christian Grey that involves S&M and bondage and grows in intensity over the three books.
Fifty Shades has become a publishing phenomenon, selling more than 13 million copies in the U.S. Universal. Focus Features paid $5 million for movie rights in a bidding war earlier this year.
