It's the revolutionary new sex toy which has brought pleasure to women across America, and now Lovehoney is the first UK retailer to stock the rather unsual-looking Magic Banana.

Since taking America by storm, the Magic Banana has been heavily endorsed by talk show legend Oprah Winfrey, and is the result of 30 years of research by Canadian yoga and wellbeing educator Janeson Rayne.

The innovative kegel exerciser is super flexible and is designed to strengthen and tone the vagina, leading to stronger, more intense orgasms and a better sexual experience for both partners.

Working without the need for batteries, the Magic Banana offers an exercise session for your internal muscles with a plethora of positive side effects. Once inserted, simply squeezing and releasing around the kegel exerciser not only strengthens the pelvic floor muscles, tightening the vagina and increasing muscle control, but also seeks and stimulates the G-spot.

"I never thought a good work-out could come with a happy ending!" exclaimed one American reviewer.

The Magic Banana is available in the UK exclusively at Lovehoney.co.uk.

Sex toy etailer Lovehoney has hailed the 'Fifty Shades effect' after being nominated for a top award.

The Bath-based firm will be battling with household brands like Ocado for the Best Large Pure-play Etailer at the PayPal Etail Awards in June.

Lovehoney founder Richard Longhurst said the nomination showed how reputable sex brands had been embraced by the mainstream as a result of the huge success of Fifty Shades of Grey.

He said: "This is a real recognition of just how far we have come in the last few years.

"To be nominated alongside brands like Ocado shows just how much the retail landscape has changed. Enjoying sex toys has become very much apart of the mainstream - and brands like ours can now sit very easily alongside household names like Ocado.

"I think that is down to the Fifty Shades effect. The phenomenal success of the book has made everyone in Britain grow up a bit about sex. And thankfully buying a sex toy for many people is seen as no more risque than splashing out on some nice lingerie."

Lovehoney has secured the worldwide rights for the Fifty Shades of Grey Official Pleasure Collection. The range of sex toys and soft bondage gear, launched in Europe just before Christmas, goes on sale in America on Monday (April 8).

It is the only range endorsed by Fifty Shades author E L James, who helped develop it.

Lovehoney is competing against Appliances Online, My-Wadrobe, Ocado, Shop Direct Group and The Hut Group for best etailer award, sponsored by Chase Paymentech.

The winners will be announced at a glittering ceremony at Old Billingsgate, London, on June 12.

Fifty Shades of Grey has once again proved its PR pulling power in a lengthy TV segment watched by 3 million viewers

Nationally syndicated show Access Hollywood dedicated eight minutes of airtime to an exclusive preview of Lovehoney’s Fifty Shades of Grey - The Official Pleasure Collection, which is scheduled for an 8 April launch in North America.

Fifty Shades of Grey - The Official Pleasure Collection Launches April 8th in USA

Europe’s fastest-selling adult product launch ever, the Fifty Shades of Grey Official Pleasure Collection, is at last coming to the USA. The legendary silver pleasure balls, handcuffs, crops and erotic products featured in the record breaking worldwide bestselling trilogy Fifty Shades of Grey will be available from April 8th 2013.

The Fifty Shades of Grey Official Pleasure Collection is the only official licensed range of Fifty Shades of Grey sex toys and bondage items. The range has been developed by adult retailer and manufacturer Lovehoney, in association with the trilogy’s author E L James. Lovehoney worked closely with the E L James to make sure the stylish, high quality range perfectly recreates the items used by Ana and her billionaire lover Christian Grey.

"I'm delighted to see the authentic Fifty Shades of Grey Official Pleasure Collection finally available in the USA, the home of Ana and Christian,” says E L James. “Americans were the first to succumb to the intensity of their passionate romance, and every item in this luxurious official collection has been specially chosen by me to help fans of the trilogy enjoy the Fifty Shades experience on a whole new level.”

“We’re thrilled to have worked with E L James to develop the Fifty Shades of Grey Official Pleasure Collection,” says Lovehoney co-founder Neal Slateford. “The trilogy has introduced generations of women to the joys of pleasure products. Now at last they can buy a range that truly reflects the world of Christian Grey and Anastasia Steele.”

Lovehoney partner Dean Elliott comments, “The Fifty Shades of Grey Official Pleasure Collection is beautifully packaged, discreet and couple-friendly. Each product is supplied with a luxurious storage bag and comes with suggestions for use and tips on introducing the items into a relationship.”

“This is an incredible opportunity for retailers to really make the most of the Fifty Shades of Grey phenomenon,” says Elliott. “The Fifty Shades of Grey Official Pleasure Collection is the only range that allows stores to feature the iconic branding seen by tens of millions of American women. It’s the biggest brand our industry has ever seen.”

With product names inspired by passages from the books, the initial range of 20 soft bondage products and toys includes the signature Inner Goddess Silver Pleasure Balls, the Submit To Me First Time Bondage Kit and the Twitchy Palm Spanking Paddle. MSRPs are between $12.99 and $69.99.

Distributors for the range will be announced shortly.