The firm's first use of the brand is in the new Nookii Swipe app, launching on iOS soon.
Having acquired the rights to adult board game Nookii last year, Lovehoney now plans to develop the title into a fully fledged brand.
The Nookii game uses different cards to generate 'sexy fun' for couples where, rather than moving around a board, players move around their partner.
"Nookii was a consistently good seller for Lovehoney for many years so when the opportunity arose to buy the brand and game we jumped at the chance," Richard Longhurst, Lovehoney co-owner, told ToyNews.
"Nookii itself is a fantastic game for couples and fits perfectly with Lovehoney's mission to help everyone discover a fun and fulfilling sex life. It's the perfect way for Lovehoney to help couples discover their idea of sexual happiness."
Moving forward, Lovehoney is now looking to develop the Nookii brand beyond the original game and into new categories.
"The name and brand concept resonate globally, so we see an excellent opportunity for it internationally," added Longhurst.
"We will use the Nookii brand name to expand into more fun and playful gifting categories. Our first use of the brand is in our Nookii Swipe app which will be launching on iOS soon. The app is currently at testing stage and we are very excited about this new development."