Dive Brief:

• A number of brands are coming out with promotions based on the "Fifty Shades of Grey" movie, which comes out in theaters on Friday, February 13, according to Fortune.
• There are some surprising brands are on the list considering the strong sexual content of the movie — traditionally family-friendly brands like Walmart, Target, and baby clothes maker Squiggly Boo.  

Dive Insight: 

It's little wonder that brands are hoping to capitalize on the book and movie's popularity, but it is a surprise that some of those brands tout themselves as family-friendly. Walmart, for example, requires family-friendly versions of music albums to be sold in its stores. A film about kinky sex would seem to be outside of the retailer's comfort zone. 

Then again, this may simply reveal the lengths that brands will go to cash in on major pop culture trends — a marketing tactic that never seems to get old. The "Fifty Shades of Grey" book, which the movie is based on, sold over 100 million copies.