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 - 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.

The future of sex toys is here, and it’s charging in a Starbucks near you.

The Lovehoney Flash Vibrator combines the latest in USB rechargeable technology with the best-selling design and power and of a bullet vibrator.

The Lovehoney Flash Vibrator is so inconspicuous, you can charge it on-the-go in your laptop without anyone batting an eyelid.

“USB-charging is quick, convenient and economical,” says Lovehoney’s Head Buyer, Bonny Hall. “So much of the technology we use today is charged via USB, and with the Lovehoney Flash Vibrator this revolution has now made its way into the sex toy world.”

Small and discreet, the Lovehoney Flash Vibrator is perfect for both beginners and those looking to upgrade their sex toy collection. It features a removable tip, allowing you to stash the intimate half of the toy safely, whilst the motor plugs into a USB port and poses as an everyday memory stick.

While the bullet vibrator is prized as a couple-friendly and versatile toy, they often require expensive, fiddly batteries. By doing away with batteries, the Lovehoney Flash Vibrator ensures you’ll never need to spend additional money on keeping your buzz, making it great value for money at just £26.99.

Lovehoney Flash USB Rechargeable Vibrator Features:

• - USB chargeable for convenience
• - Discreet design
• - Soft skin-safe silicone
• - Whisper-quiet motor Incredibly powerful
• - Completely waterproof
• - Couple-friendly
• - 3 hours of play from a single charge
• - Curved, flexible tip for precise stimulation

Lovehoney Flash USB Rechargeable Bullet Vibrator £26.99, from Lovehoney.co.uk

BABE is the most popular pet name couples use for each other, according to a new Valentine’s poll.

Just under a third of lovers say Babe or Baby is their favourite term of affection. The second most popular pet name is Love or Lovely - used by one in eight couples. The next most popular is Darling (11%), Sweetie or Sweetheart (9%) and Gorgeous (8%).

Other popular names in the poll of 1,820 people by sex toy retailer Lovehoney included Cuddles, Doll, Pudding and Stinky. The findings show Britain’s favourite pet names have changes over the last 25 years. Previously the most popular answer was Darling, followed by Love and Sweetheart.

Lovehoney asked respondents what fills them with the most love. By far the most popular answer was ‘my partner’ - chosen by 53% of those surveyed. Next came my family (23%), followed my children (10%), my home (4%), my friends (3%) and my pet (2%).

The poll found that Britons are as romantic as ever with 72% viewing Valentine’s Day as a lovely excuse to show a partner love. Just one in five see it as an excuse for companies to make money.

Six out of ten people say their perfect Valentine’s night would be spent making love to their partner. Other popular activities include cooking something at home (36%), a romantic meal in a restaurant (29%), a quiet night in (7%).

We are a nation of kissers with 91% of those surveyed saying they kiss their partner at least once a day.

The most popular Valentine’s present for women polled is a sex toy, chosen by 26%, followed lingerie 21%, flowers 18%, and jewellery 18%.

Lovehoney co-founder Neal Slateford said: “Valentine’s Day is still the sexiest day of the year for millions of us. “The ways pet names have changed over the years show we are getting even more affectionate towards each other and a little less formal. “As a nation, we are learning to lighten up when it comes to love and sex. That has to be a good thing.”

The build-up to Valentine’s is Lovehoney‘s second busiest time of the year after Christmas. Whereas sex toys are the most popular Christmas presents, lingerie is far more popular at Valentine’s.

Lovehoney is Britain’s biggest online seller of sex toys - accounting for 36% of all online sales. Sales were up by more than 40% last year, thanks to the sex boom sparked by Fifty Shades of Grey.