Fifty Shades film to drive sex toy sales

A 'bondage bonanza' is being predicted on the back of the release of the first trailer for the Fifty Shades of Grey film.

The movie, which stars Jamie Dornan and Dakota Johnson, will be released next year and sex toy manufacturers and retailers are expecting a surge in demand for their products as a result.

Lovehoney is estimating that Britons are going to spend an average of £2 each on toys over the next year, with a 53 per cent increase in online searches recorded as horny internet users looked for things like whips, handcuffs and collars.

Fifty Shades has already had a big impact on sexuality in the UK, with EL James' trilogy read by millions of people since the books first came out a couple of years ago. James has also contributed to the screenplay for the new film.

Lovehoney co-owner Richard Longhurst said: "Fifty Shades is the biggest sex brand in the world and the movie will introduce so many new couples to the sexual themes in the books. We are expecting a surge in sales - to put it bluntly, a bondage bonanza."

"Everyone can see from the trailer that the movie is going to be very, very sexy. Couples will see the action on screen and want to re-enact it in the bedroom."

Charlie Hunnam was originally cast as lead character Christian Grey for the film before pulling out to be replaced by Irish model and actor Dornan. He is known for his role in the psychological serial killer thriller The Fall, which he appeared in alongside Gillian Anderson.

The first trailer for the film came out last month and fans will be looking forward to the release of the movie on Valentine's Day next year in the UK.

As well as Dornan as Grey and Dakota as Anastasia, Fifty Shades of Grey also stars pop star Rita Ora and Max Martini. Godzilla star Aaron Taylor-Johnson is also rumoured to be making an appearance in the movie, which is directed by his wife Sam.