Fifty Shades Darker gets sex toy brands excited

Orders for erotic products featured in the movie have surged following its cinema release.

Sex toy brands have experienced bumper sales in the Nordics and Baltics following the release of raunchy drama 50 Shades Darker.

The sequel to 50 Shades Of Grey hit the region’s cinema screens on February 9-10, and has led to cinemagoers venturing to sex shops to get hold of items featured in the film.

Sales of whips, blindfolds and bondage ropes have rocketed since the movie’s premiere, according to one of the most prominent online sex stores in the Nordics,, headquartered in Aarhus, Denmark.

In fact, it says the demand for BDSM sex toys has more than doubled in the past two weeks.

Henrik Hansen, the company’s marketing director, told Denmark’s Metroxpress: “There is no doubt the whole Fifty Shades universe plays a part in pushing boundaries and breaking taboos.

“We see it very clearly in the number and size of orders right now, and we have had to call in extra manpower to help at the store.”

BDSM products usually account for about 15 percent of total sales, Hansen explained. But that figure has recently increased to almost 50% in the past couple of weeks.

The most popular products are whips (79% increase in sales), bondage ropes (68% increase), blindfolds (58% increase), riding crops (45% increase) and handcuffs (41% increase).

The strong influence film and TV can have on buyer choice is nothing new, though, having been well documented over the years.

Some other notable examples include a 65% increase in Reese’s Pieces sales after the product’s placement in Hollywood blockbuster E.T. the Extra-Terrestrial and the 50% increase in Red Stripe sales after its placement in The Firm.

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