(Filed Under Licensing News). Caroline Mickler Limited has been appointed master licensing agent for Fifty Shades of Grey, the “adult romance fiction megahit.” CopCorp Licensing was named by her to handle North America.
As master licensing agent, Mickler’s will build “the program in the UK [as well as work] with the brand owner to appoint agents for territories worldwide,” according to a spokesperson.
The trilogy of books by British author EL James (“Fifty Shades of Grey,” “Fifty Shades Darker” and “Fifty Shades Freed”) tell the story of the relationship between graduate Anastasia Steele and young billionaire Christian Grey, “a relationship that grows in sexual intensity and danger as Christian introduces his new partner to the world of submission and dominance that he inhabits. The three parts of the trilogy began life as virtual publishing hits, eventually making their way to mainstream publication and the top of the best-seller lists,” according to Mickler. “In the UK the book sales have passed the million mark. In the US the books have sold an incredible 13 million copies. In the process they have become a cultural phenomenon, attracting extensive press and media coverage and leading to packed signing sessions. The film rights to the trilogy have already been.”
According to the agent, “Licensing interest in Fifty Shades of Grey is already strong. Among the diverse categories being discussed ... are lingerie/sleepwear, apparel, fragrances, beauty products, bedding, home furnishings, stationery, jewelry and adult products. The main demographic for the brand is likely to be adult women, although male and female gift buyers are also seen as a strong market.”
The agents met with potential licensees at the Licensing Expo in Las Vegas this week, and plan to attend Brand Licensing Europe 2012 in London, October 16 to 18.
“The best-selling Fifty Shades of Grey trilogy is the biggest sensation to hit publishing in many years,” emphaized Mickler. “ 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.”
Val Hoskins, agent for author James declared, “I’m delighted that Caroline Mickler, a respected name in the licensing industry with such a strong track record across a wide range of diverse properties, will be taking Fifty Shades of Grey into the licensed market in the UK and helping us to develop the brand worldwide.”
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