Photo. Posed by Model.
Will AI integration be the next frontier?
In a wide-ranging interview in this issue, Tobias Zegenhagen, Lovehoney Group’s chief product officer, discusses which directions technology might take the pleasure sector in the near future, including the integration of AI. Zegenhagen is in a better position than most to speculate on technological advances, having brought to market two products with never-seen-before features in 2024: Womanizer Next’s 3D Pleasure Air Technology (PAT) and Womanizer Vibe’s UltraWave vibration technology.
On the subject of AI, and devices that can be commanded by speech, Zegenhagen said: “AI integration in sex toys is an exciting frontier. The concept of voice-controlled devices that respond to commands and create personalised experiences based on user preferences is becoming increasingly viable due to advancements in AI and voice recognition technology.”
However, Zegenhagen cautions that issues such as data privacy and security, and the comfort of the user, will need to be fully addressed for this to happen: “It’s essential to balance innovation with user-friendly design, ensuring that products are intuitive, secure, and enhance the overall experience,” he added. “I believe that in a few years, AI will be more widely integrated into sex toys, and smart devices will become the new standard.”
Zegenhagen also believes that products that respond to their users offers up exciting possibilities for the industry: “The ability to create products that adapt to users’ wishes and preferences opens up entirely new dimensions in personal and emotional experiences,” he said.
The full interview can be found on page 44 of this issue.
Creative Conceptions rebrand ‘marks a
Creative Conceptions has unveiled its new updated logo. Creative says the redesign signifies an exciting new chapter for the company, with a particular emphasis on expanding its footprint in Europe and further strengthening its operations in the United States. The emphasis on the word ‘creative’ also reflects the company’s drive to create more of its own unique products to offer the market.
Creative Conceptions’ art director Matt Walsh said: “Our redesign journey was about honouring our legacy while embracing the future. The old logo has served the company well for decades, but visual identities must evolve to remain relevant, and now was the perfect time for us, as we expand and innovate as a company.
“The brief was to simplify the design while preserving its recognisable elements, maintaining a connection
to our roots with a contemporary feel. The iconic ‘CC’ symbol was refined to better reflect the company’s ethos of intimacy - whether between couples, groups, friends, or even an individual’s relationship with themselves.
“Paying tribute to the original logo, we retained the signature blue and added a warm gradient in the second ‘C,’ symbolising warmth, inclusivity, and creativity. This rebrand represents a thoughtful progression, balancing respect for our history with a bold step forward. We believe the new logo captures the spirit of who we are today and where we’re headed.”
A short video showcasing the company, its journey, and what it can offer retailers can be seen at youtube.com/watch?v=LZBJ0N3Q3lM
Among his many other achievements, Benjamin Franklin is credited with the often-repeated phrase, “In this world, nothing is certain except death and taxes”. These days, when the very rich stay rich by not paying taxes, the second element of that assertion should be replaced with the word ‘change’.
Everything changes, all the time. It is a constant. It is often said that people fear change as they age, and while there might be some truth in that, resentment of it seems even more prevalent. Now I’m in the age group that thinks beige is a good colour to leave the house in, I often hear people in my social circle complain about previously simple devices – from televisions to kitchen appliances – that are now over-complicated with ‘smart’ features they didn’t ask for and will never use, while basic functions can only be accessed after an app has been downloaded.
Unfortunately for them, it’s the way of the world now, but is the pleasure sector heading in the same direction? In this issue, Tobias Zegenhagen, Lovehoney Group’s chief product officer, discusses where technology might be taking us, and ETO’s own Paul Smith takes a speculative look ahead to the future of retail. Fear not, folks. I’m delighted to report that the word ‘dystopian’ is not used in either piece.
Until next time…
Dale
Bradford - Editor
Jason Dante - Managing Director jason@erotictradeonly.com
Dale Bradford - Editor editorial@erotictradeonly.com
Paul Smith - Features Editor paul@erotictradeonly.com
Lesley Hunt – Operations Manager lesley@erotictradeonly.com
Rob Parry – Graphic Designer production@erotictradeonly.com
Sarah Murray – Marketing Manager sarah@murray-marketing.co.uk
Advertising advertising@erotictradeonly.com
05 News
08 Events
What’s on when.
09 Movers & Shakers
Recent industry appointments.
34 All Around The World
Snippets of some of the stories we’ve been reporting on over the last month or so. You can find the full versions at www.erotictradeonly.com
40 Celebrating National Condom Month
ETO finds out more about the current market for condoms from a selection of industry experts.
44 Sex toys and the appliance of science
Tobias Zegenhagen, Lovehoney Group’s chief product officer, discusses industry innovations, and where technology might be taking us.
50 Sexual Wellbeing
Paul Smith explores a sector which offers a route to consumers other approaches may not reach.
54 Spotlight: Sei Mio
What’s behind the largest brand launch in Creative Conceptions’ history? The firm’s head of marketing, Lucy Robinson, tells all.
58 Retailing in 2025 and beyond ETO takes a speculative look forward to the 21st Century’s second quarter.
62 In memoriam: Dean Elliott
Sliquid pays tribute to its founder and CEO Dean Elliott.
66 Social Intercourse revisited
Tabitha Rayne looks at two more social media platforms that adult brands can promote themselves on – if they’re careful.
70 B2B: Effective interviewing
The candidate has thoroughly prepared, but have you, the person doing the interviewing, been equally fastidious?
74 Mystery Shopper
Have you ever wondered what the adult shops of Bratislava are like? Our Mystery Shopper has, and so she recently visited the capital of Slovakia to find out.
76 Shop Talk
Amongst other things, Renee Denyer of Sh! reports on three different pop-up experiences.
78 SiliconE Valley
Ola Miedzynska recounts her recent journey through the VR House of Erika Lust.
80 Top 10 Best Sellers
81 Classified
82 Readers Lives
This month we discover what Isaac Fargas, CEO of EroSpain, enjoys doing outside of the office.
EVENTS
17/19 MARCH
ALTITUDE INTIMATES
Las Vegas, USA www.altitudeshow.com
21/23 MARCH
INTIMI EXPO
Sao Paulo, Brazil www.intimiexpo.com.br
28/29 MARCH EROFEST
Prague, Czech Republic www.erofest.eu
18/20 APRIL API EXPO
Shanghai, China www.api-expo.com
4/6 MAY
SEX TECH
Berlin, Germany www.sxtech.eu
25/27 MAY EROSPAIN
Barcelona, Spain https://erospain.eu
28/30 MAY STIMULATE
Gold Coast, Australia www.stimulatetheshow.com
27/28 JUNE EROCHAIN
Warsaw, Poland https://erochainexpo.com
14/16 JULY ANME
Burbank, USA www.anmefounders.com
4/5 AUGUST STIMULATE
Nashville, USA https://stimulatetheshow.com
26/28 AUGUST
ASIA ADULT EXPO
Hong Kong, China www.asiaadultexpo.com
Satisfyer and FUN FACTORY named exclusive sponsors of API Expo
Satisfyer and FUN FACTORY will be the exclusive sponsors of API Expo, which takes place in Shanghai, China, from 18th – 20th April 2025. API Expo is one of the world’s biggest shows: in 2024 it attracted 400 exhibitors and welcomed over 53,000 global visitors. When asked for his opinions on the market for pleasure products in China, Sven Pelka, general manager of EIS/Satisfyer/FUN FACTORY/ Triple A Group, commented: “China is undoubtedly one of the most dynamic and promising markets for the sexual wellness industry. As societal attitudes toward sexual wellness continue to evolve, we see an enormous opportunity to meet the growing demand with products that prioritise innovation, discretion, and inclusivity. With our expertise and extensive portfolio, both Satisfyer and FUN FACTORY are well-positioned to contribute to this shift by providing high-quality, accessible solutions that cater to the diverse needs of Chinese consumers, while also offering universally valued benefits such
as an unprecedent warranty and unmatched effectiveness.”
He added: “Our focus on affordability, accessibility, and cutting-edge technology resonates particularly well with a younger generation that values wellness as part of their lifestyle. By leveraging our robust patent portfolio, which is the largest in the industry, along with advanced AI insights, we aim to offer products that are uniquely tailored to the preferences and expectations of this market. At the same time, our products are built to the highest standards with body-safe materials, precision craftsmanship, and German engineering.”
Discussing the exclusive sponsorship of API Expo, Pelka described it as an honour and a reflection of the group’s commitment to leading the sexual wellness industry on a global scale.
“API Expo provides an unparalleled platform to engage with industry leaders, retailers, and consumers, while also showcasing our products and sharing our vision for a more inclusive and forward-thinking
future,” Pelka said. “Moreover, it’s an opportunity to highlight how Satisfyer and FUN FACTORY have consistently driven innovation while also adhering to the highest standards of quality, not just in Europe but worldwide, thus helping to shape the future of sexual wellness. Our global team of over 500 experts works tirelessly to keep Satisfyer ahead of the curve, with over 200 new product innovations being launched annually.”
When asked if he had a message for global visitors to the event, Pelka said: “Come and experience our innovations firsthand, connect with our experts, and discover how together we can define the next era of sexual wellness. Our partnership with API Expo underscores our dedication to advancing this category on a global scale. We believe in not just selling products, but creating experiences that inspire confidence, pleasure, and wellness in every individual.”
For more information about API Expo visit api-expo.com
Raymond Houtenbos launches new European distributor
Ourwebsite is a new European B2B distributor headed up by industry veteran Raymond Houtenbos (pictured). Rather than carrying a wide range of lines from many brands, Ourwebsite says it will be taking a highly selective approach to its choice of products.
“Our aim is to focus on fewer brands so that we can invest more time and resources in each partnership – both with our
suppliers and with our retail clients,” said Ourwebsite founder and CEO Raymond Houtenbos. Brands currently being offered by the Netherlands-based distributor include Doxy, Eros, Fetish Play, Fixxx, Fun Line, ID Lubricants, Limitless, Maia Toys, Rouge, Skins, and Snapshot.
For more information visit ourwebsite.nl
Pipedream starts 2025 with a bang Movers and Shakers
Pipedream has kicked off 2025 with a bang – and a thrust, and a kiss, and a suck – with its first batch of releases, which includes new devices from JimmyJane, Fantasy For Her, PDXtreme, PDX Elite, and Fetish Fantasy Series. “With advanced technology, innovative features, and premium materials, these releases offer unprecedented power, realism, and pleasure,” said a Pipedream spokesperson. “From devices that simulate powerful motions to highly realistic strokers, our new lineup delivers unmatched satisfaction for your customers. These products are set to revolutionise the adult industry, and they’re ready for shipment now.”
There are two new JimmyJane lines: Hello Bang and Hello Kiss Pro. The former is said to boast the same high-performance motor found
in massage gun therapy, offering seven thrusting speeds, 10 vibration modes, and a warming function. The latter features soft, plush lips and a vibrating tongue, and combines suction, licking, and vibration. From Fantasy For Her comes the Super SoniX Thruster and the Pleasure Sucker. The Super SoniX Thruster combines highspeed thrusting with a flickering clitoral stimulator and offers seven thrusting modes and 10 flickering vibration patterns. The Pleasure Sucker combines suction, licking, and vibration. “With seven customisable modes, this device is perfect for consumers looking for an all-in-one pleasure experience,” said the Pipedream rep. “Its hygienic, silicone-wrapped body ensures ease of cleaning and maintenance, while the powerful features deliver a superior performance.”
Super Wet Pussies XXL strokers join the PDXtreme range while PDX Elite gets the Fap-Gasm and Fuck-Gasm, two new vibrating models. Finally, and perhaps most intriguingly, the Pogo Thruster has been added to the Fetish Fantasy Series collection. This features a gyro motor that delivers three speeds of thrusting, combined with dual vibrating motors and a flickering tongue. “With 10 modes of thrusting action, the Pogo Thruster offers relentless pleasure that will keep your customers coming back for more,” said the Pipedream rep. Retailers can order these new products from Pipedream distributors Debranet, Dusedo, Orion, Saint Sual, and Tonga or directly from wholesale.pipedreamproducts.eu
Eropartner and Fleshlight agree European distribution deal
Eropartner has inked a distribution agreement with Fleshlight that will see the wholesaler exclusively supply the brand to B2B customers in most European countries – excluded from this deal are the UK, Spain, and Portugal. Eropartner will provide retailers with the full Fleshlight product range and also introduce new launches, and exclusive collaborations.
“This partnership is a milestone for Eropartner as we continue to align with globally recognised brands,” said Sjoerd Wijmenga, senior buyer at Eropartner. “Fleshlight represents innovation and quality, and we’re excited to offer its full range exclusively to our partners.”
Miguel Capilla, global sales director at Fleshlight, added: “We are thrilled to partner with Eropartner Distribution, a trusted leader in the industry. Their extensive network and commitment to excellence make them the ideal
partner to expand Fleshlight’s reach and strengthen our presence in the European market.”
For details on becoming a Fleshlight retail partner, visit wholesale.eropartner.com
Full Circle Distribution/MiamiDistro has appointed Briana Watkins as its new vice president of sales and marketing. Briana has over 17 years of experience in the pleasure sector, at some of the industry’s biggest names: she managed global accounts for MD Science Lab and Pipedream Products, and she was also head buyer for Hustler Hollywood stores.
As vice president of sales and marketing, Watkins will spearhead strategic sales initiatives and marketing campaigns and cultivate relationships with key partners to support growth for Full Circle Distribution and MiamiDistro.
“My focus is on catering to retailers’ needs by thinking outside the box and offering tailored solutions that make doing business with us seamless and enjoyable,” Watkins said. “We have a clean slate and the opportunity to build the business the way we want — aligned with our principles, focused on customer relationships, and open to exploring untapped opportunities within and beyond our industry.”
Full Circle/Miami Distro president Mike Savage added: “Briana’s proven leadership, innovative approach to sales and marketing, and connections within the global pleasure industry make her an invaluable addition to our team. We are confident her vision will drive growth, strengthen our partnerships, and elevate our brands to new heights.”
Briana is the recipient of many industry awards, including being named Businesswoman of the Year by both EAN and XBIZ in 2022. She also picked up Account Executive of the Year (2019) and Business Development Executive of the Year (2016) in the XBIZ Exec Awards, alongside earning two consecutive Customer Choice Awards in Australia. Jan / Feb 2025
The new Cottelli Accessories collection
Orion Wholesale has introduced a new Cottelli family of products: Accessoires. The items can either be worn on their own as lingerie or combined with other garments. The backless crop top, for instance, is made entirely out of small, shiny, black metal plates and Orion says that although it is tight-fitting it is still comfortable to wear. The goldcoloured chain bikini features shimmering rhinestone chains over the breasts and pubic area, plus a stimulating chain that goes over the crotch up to the top of the buttocks, while the gold-coloured body chain features lavish chain decoration over the breasts and the front of the hips.
The collection also includes a gold-coloured bikini/belly chain and a sparkly black choker. For more information visit orion-wholesale.com or email wholesale@orion.de
Iroha’s latest Kiko Mizuhara collaborations available now
The Iroha stick Hamanasu and Iroha+ Yoru Sumire are the latest results of the Japanese brand’s collaboration with model, actress, and designer Kiko Mizuhara. The two new items are said to draw inspiration from the beauty of Japanese nature and offer a unique blend of cultural heritage and cutting-edge technology. The Iroha stick Hamanasu is designed to look like lipstick and features a soft silicone tip and a power dial at the base that allows users to easily adjust the vibration strength. It is waterproof and includes a hygienic cap.
Rika Adachi, global marketing manager at Iroha, said: “Selfpleasure should be enjoyed with the same ease and comfort as putting on make-up or dressing up. With a cute design that is inspired by cosmetics, the Iroha stick Hamanasu embodies this sentiment and is a convenient and compact pleasure item that allows you to enjoy self-pleasure easily and discreetly. With inspiration taken from the traditional Japanese rose, Hamanasu, this pleasure item will be sure to add colour and brighten up your daily life.”
The Iroha+Yoru Sumire offers five
adjustable vibration strengths and three rhythm patterns.
“We all deserve some joy in our lives and that is exactly what the Iroha+ Yoru Sumire gives to its users,” said Adachi. “Inspired by the themes of nature and the sea, the design is inspired by the majestic beauty of whales, which Kiko Mizuhara considers to be a symbol of happiness. Keeping Iroha’s unique soft-touch silicone, the Iroha Yoru Sumire provides an inviting softness and delicate smoothness that you’ll never want to let go.”
Full details of both items can be found at eustore.tenga.co
Love is in the air with Dreamtoys Amour Kits
With more than a glance in the direction of Valentine’s Day, Tonga is now offering themed collections of its Dreamtoys products under the Amour Kits branding.
“Dreamtoys Amour Kits are redefining intimacy with their beautifully curated selection of adult products,” a Tonga representative said. “Each kit combines attractive packaging with thoughtfully chosen
toys and accessories, making them ideal for retailers looking to enhance their offerings.”
There are four Amour Kits to choose from: The Passion Of Love Alluring Anal, The Hearts Of Love Happy Heart Kit, The Secrets Of Love Panty Play Kit, and The Magic Of Love Wonderful Wand Kit.
“Dreamtoys Amour Kits provide a delightful array of products that
not only enhance intimacy but also create memorable experiences for couples,” said the Tonga rep. “Retailers can embrace these kits to offer their customers the joy of exploration and connection.”
Full details of the kits can be found at tongabv.com/brands/ dreamtoys/amour
O-Touch launches
Submarine male masturbator
O-Touch has introduced Submarine, a new male masturbator designed for use underwater at depths of up to one metre. It offers three key functions: vibration, thrusting, and 360° contraction, which O-Touch says work together to deliver ‘an incredibly immersive and pleasurable experience’.
“This groundbreaking product is perfect for use in the bath, shower, or bed, offering a versatile and enjoyable experience,” said an O-Touch spokesperson. “Its exceptional waterproof performance ensures easy cleaning and maintenance, making it both practical and enjoyable for every use.”
For more information visit otouch.com or email info@otouch.com
And then a Hero comes along…
Scala has added the Hero Clear Blast Vacuum Stroker to its ToyJoy collection. Scala says it has been designed to deliver ‘the most immersive and customisable pleasure experience yet, offering a new level of satisfaction to anyone looking to explore solo indulgence’.
The device has a transparent hard case and a textured sleeve with an airhole at the top, which allows the user to vary the intensity of the vacuum.
For more information visit scala-nl.com
Roza Pasomela set to be a showstopper, says Alterego
Alterego Lingerie has added Pasomela from Roza to its catalogue, and the distributor believes the new collection will become a showstopper.
“The bra’s soft, see-through mesh and bold black lines ooze confidence, its triangle cups give it a chic, modern edge, and adjustable straps keep everything comfy and perfectly in place,” said an Alterego spokesperson. “Versatile, sexy, and stylish, it offers effortless elegance with a modern edge.”
Alterego states that Pasomela’s standout feature is the removable vertical straps, which are available to purchase separately, and offer two distinct styles in one: “Or why not go for a minimalist look by removing them, or keep them on for a bold, harness-inspired twist giving you even more styling options,” the rep said. “Pair the bra with the very erotic matching thong – itself a statement in refined luxury, with sheer, delicately structured mesh panels that offer a seductive glimpse. Satin-like bands sculpt the waist and hips, creating a striking geometric silhouette that balances sophistication with a bold, contemporary edge. The thong or the matching brief option accentuate the wearer’s curves for a showstopping finish.”
For more information visit alterego-lingerie.com/brands/roza
New streetstyle-fashion designs from NEK
New underwear styles from NEK are now available from Orion Wholesale. They are made from a tight-fitting, stretchy matte-look material, which is designed to fit like a second skin while also being extremely comfortable to wear. All
the outfits are available in sizes S up to 2XL, with some going up to 3XL.
“Trendsetters who like to experiment love the men’s underwear from NEK,” said an Orion spokesperson. “This is because the underwear is
stylish, casual and with a highquality finish.”
For more information visit orion-wholesale.com or email wholesale@orion.de
Kinksters offer ‘try before you buy’ chastity experience weekend
The Kinksters is offering customers with an interest in chastity cages and belts a ‘try before you buy’ option, in conjunction with Behind Barz. “Behind Barz are known for their quality and security,” said Daniel Miller of The Kinksters, “but customers know that handmade, high-quality products come at a price. By allowing them a chance to have a personal fitting for a belt and then test drive it for a longer period, they’ll have a better understanding of how the chastity belt systems work and whether it is right for them. We carry the full range of
Behind Barz Chastity Belts, and customers can pick and choose from sizing and accessories to experience the belt they would like.”
Customers will be expected to visit The Kinksters in Barmouth, Wales, to take advantage of the offer, but this is expected to further its appeal: while the captive is locked up, they can stay in a New York-style penthouse apartment, located above the store, and enjoy a weekend at the beach, explore the historic town of Barmouth, or go for a hike in the mountains.
“Understandably, ordering a Behind Barz Chastity Belt is not a small
decision, but we hope by allowing consumers to effectively try before they buy, it will make their decision easier,” added Miller. “For those that are on the fence about ordering, we’re basically dangling the carrot in front of them. When they try one on, they’ll be hooked, and it’ll probably make the decision much easier for them.”
“Behind Barz is thrilled about its exciting new partnership with The Kinksters,” said a spokesperson. “This collaboration will bring together two dynamic forces in the kink world.”
Satisfyer Pro Kiss 2 features 4D Magnet Power Engine
The Pro Kiss 2 from Satisfyer features the brand’s new 4D Magnet Power Engine. According to Satisfyer, this innovation takes pleasure to new heights: “This cutting-edge, patented technology redefines the sensory experience, delivering silent yet powerful magnetic stimulation with gentle pressure waves,” the company said. “The result? An unparalleled and intensely satisfying experience that’s sure to captivate. Best of all, this revolutionary technology will be available at an unbeatable MSRP, starting at just €49,95.”
Net1on1 commits to European expansion with EroSpain presence
Net1on1 Wholesale has announced that its sister company, Netherlands-based Net1on1 Wholesale BV, will be exhibiting at EroSpain for the first time. EroSpain 2025 takes place in Barcelona, Spain, from 25th – 27th May, and since its 2003 debut it has become a key event in the industry trade show calendar.
“After attending EroSpain 2024 as visitors and being amazed at the size and attendance of the show, we discussed exhibiting at the next show,” said Net1on1’s Tony Gonzalez. “We are thrilled to be exhibiting at EroSpain 2025, as it perfectly aligns with our growth and expansion strategy for the European market.”
He added: “This show is a fantastic opportunity for us to connect with key players in the European market and showcase our extensive range of high-quality products. Our presence at EroSpain reflects our commitment to serving our growing European customer base.”
Net1on1 Wholesale BV can be found on booth number 440 at EroSpain 2025. For more information about Net1on1 email sales@net1on1.com and for further details about EroSpain 2025 visit https://erospain.eu
Got Milk, Master?
CalExotics has introduced a collection of male masturbators called Milk Master.
There are three models in the launch: Vibro Squeeze Stroker, Vibro Squeeze Pussy, and Automatic Milker.
The Vibro Squeeze Stroker and Vibro Squeeze Pussy are dual-ended masturbators that offer 10 functions of vibration, pulsation and escalation and users can control the pressure by squeezing the outer case.
The Automatic Milker also offers 10 functions of vibration, pulsation and escalation but in addition it boasts 10 suction levels.
All three are USB rechargeable and also boast a memory chip and a security travel lock.
For more information visit calexotics.com
Scala adds new trio of plugs to its bottom line
Scala has added three new weighted anal plugs to its ToyJoy Buttocks collection: the Player, the Athlete, and the Champ. All three are tapered anal plugs with a smooth silicone surface.
“The ergonomic shape allows easy insertion, while the added weight provides a satisfying sense of fullness,” said a Scala representative.
“The wide base ensures safety for confident exploration, and the flexible neck adapts to natural movements for enhanced comfort.
“The Player measures 11 cm in length and weighs 106 grams, the Athlete, at 12 cm and 230 grams, is perfect for those seeking a snug and satisfying feel, and the Champ, measuring 13 cm and weighing 137 grams, is perfect for users looking to intensify their play.”
For more information visit scala-nl.com
EroSpain 2025 sells out in record time
The organisers of EroSpain 2025 have revealed that stand space for the show completely sold out nearly six months before the opening date – a new record for the event.
A spokesperson said in a statement: “We would like to extend our gratitude to all the exhibitors who have made this possible, turning the event into a great success months in advance. EroSpain 2025 promises more exhibitors, more visitors, and more activities, making it even more attractive than the second edition in 2024.”
EroSpain was held for the first time in 2023, at the Fira de Barcelona exhibition hall in the centre of Barcelona, and its close proximity to bars, cafes,
restaurants, and shops, in addition to the city’s many tourist attractions – and the support of key exhibitors –ensured it was an instant success.
EroSpain 2025 will be the biggest yet, and the organisers intend introducing some fresh twists to keep things exciting and dynamic. “We’re aiming to surprise visitors with new features and experiences that add even more value to the event,” a spokesperson said. “On top of that, we’re planning an EroSpain 2025 party that’s shaping up to be absolutely spectacular. We’re pulling out all the stops this year to make it an unforgettable experience.” EroSpain 2025 will be held in Barcelona from 25th – 27th May. For more information or to register visit https://erospain.eu
New Cottelli Bondage Plus designs comes in sizes up to 3XL
The new Cottelli Bondage Plus collection is now available from Orion Wholesale, in sizes from XL to 3XL. There are four styles, all of which have been created in-house by Orion’s designers.
“Exclusive fashion shouldn’t be a taboo for curvier women,” said an Orion spokesperson. “This is why this
new collection from Cottelli Bondage Plus offers high-quality lingerie in plus sizes for women who want to emphasise and show off their curves. The lingerie is made out of seductive materials, has playful accessories, excellent designs, and wide bra and suspender straps for a perfect fit.” Black with purple are the colours
for this collection. The matte-look material is combined with lace and details include loops for gently restraining the wearer. For more information visit orion-wholesale.com or email wholesale@orion.de
Renegade additions from NS Novelties now available from Scala
Additions to NS Novelties’ Renegade Collection are now available from Scala, including the Gemini, the Alpine 2.0, and the Piper.
“Designed for ultimate pleasure and comfort, these revolutionary products combine cutting-edge technology with exceptional craftsmanship, offering something exciting for everyone,” said a
Scala spokesperson.
The Gemini is a remote-controlled anal massager which has been designed to deliver precise thrusts and deep vibrations, Alpine 2.0 is a butt plug that features a gyrating motor, and Piper is a cock and balls ring designed to enhance performance and heighten climaxes.
“Each of these innovative products in the Renegade Collection is
crafted with body-safe materials, is rechargeable, and embodies the perfect balance of functionality and luxury,” the Scala rep added. “Whether you’re exploring new frontiers or perfecting your favourites, the Gemini, Alpine 2.0, and Piper are here to elevate your pleasure to extraordinary heights.”
For more information visit scala-nl.com
Dreamlove partners with Livco Corsetti Fashion
Dreamlove is bringing the Alvani Collection to the Spanish market, following its recently announced strategic collaboration with lingerie brand Livco Corsetti Fashion.
Dreamlove says the Alvani Collection is an exclusive line that celebrates femininity and luxury, elevating the lingerie experience to an entirely new level.
“The Alvani Collection invites women to immerse themselves in a world of elegance and seduction with pieces designed to enhance the female figure,” said a Dreamlove spokesperson.
Key features of this collection include: a structured corset that accentuates the bust and defines the waist; a provocative garter belt; and a minimalist thong.
Made from 90% polyamide and 10% elastane for softness, elasticity, and a flawless fit, the collection is available in a wide range of sizes.
“This collaboration with Livco Corsetti Fashion strengthens Dreamlove’s position as a leading distributor in the sensuality sector,” said the spokesperson. “Together, both brands are committed to offering products that not only enhance beauty but also empower women, inviting them to explore new dimensions of femininity and confidence.”
For more information visit dreamlove.eu
‘is more than a lubricant—it’s an experience’
The latest, ahem, ‘release’ from JO is Cumplay, a specialty lubricant which is ‘designed to elevate intimate experiences with its remarkable natural look and feel’. The formula blends water, silicone, and natural aloe to create a smooth, creamy white texture that JO says perfectly emulates the appearance and feel of semen.
“JO Cumplay is more than a lubricant—it’s an experience,” said Brian Woolard, GM of sales at JO. “We wanted to create a product that combined authenticity with exceptional performance, and Cumplay delivers on both fronts. With its smooth, creamy texture and silky finish, Cumplay is designed to inspire creativity and connection, no matter the scenario.”
Contact your JO representative for more information.
Deep impact:
Orion
brings Intense new lines to You2Toys
Orion Wholesale has added three new Intense products to its You2Toys label: the RC Rabbit Vibrator, the RC Vibrating Egg, and the RC Prostate Plug.
“The unique selling point of the Intense sex toys is their deep and intense vibrations: they have new and optimised vibration motors, which mean that they can provide quiet and discreet but also very powerful pleasure,” said an Orion spokesperson. “They can stimulate the hotspots with deep and intense vibrations for very special orgasms.”
Made from soft silicone for easy insertion, the new Intense toys are waterproof, USB rechargeable, and feature seven vibration modes.
For more information visit orion-wholesale.com or email wholesale@orion.de
Muff Shroom
‘brings psychedelic vibes into the bedroom’
The Muff Shroom has joined CalExotics’ Naughty Bits collection, and although it looks like a novelty vibe, it is packed with features. Made from body-safe silicone, it is waterproof, USB rechargeable, and boasts both a travel lock and a memory chip. The handheld massager offers 10 functions of vibration, pulsation, and escalation and a 2.5-hour complete charge will deliver 30 minutes of action on high speed and 90 minutes on low speed.
“The Naughty Bits Muff Shroom Playful Massager brings psychedelic vibes right into your bedroom,” said CalExotics. “This playful, handheld wonder is a powerhouse of pleasure, ready to transport you to new realms of ecstasy. The massager ensures every touch is a discovery of joyous sensations. Navigate through its versatile settings to find the rhythm that resonates with your body’s desires, transforming a simple night into an exploration of pleasure.” For more information visit calexotics.com
Sei Mio collection is ‘largest ever brand launch’ from Creative Conceptions
Creative Conceptions has released Sei Mio – pronounced “Say-MeOh,” which means “you’re mine” in Italian – a 34-SKU collection which is the largest brand launch in the company’s history.
Each piece is designed to embody both elegance and durability, and it is aimed at those who crave sophistication and thrill. ‘From teasing the curious to indulging those eager to explore their boundaries, each product is innovative, elegant, and built to endure—no matter how intense the journey,’ the company said.
The product range includes gags, restraints, sex swings, hog-tie sets, nipple clamps, impact play items, and much more. The mission was to offer a superior product at a competitive price point, and details include gunmetal hardware, handstitching, and branded webbing.
Creative says each piece has been designed with tactile, skin-safe finishes that feel luxurious, ensuring maximum comfort and elegance.
Discussing the launch, Creative Conceptions’ owner and founder, Jane Bowles, said: “Sei Mio invokes desire from the moment a
consumer connects with it – from saying the name aloud to feeling the plush velvet cuffs complemented by firm webbing. It’s a brand built to last – trust the suspension harness.” A comprehensive selection of assets and photoshoot imagery is available for retailers.
If you’re interested in stocking the Sei Mio brand, contact your Creative Conceptions sales representative, email sales@creativeconceptions.co.uk, or visit creativeconceptions.co.uk
Double act: Orion’s new vibe is equally at home in the front or rear
Orion Wholesale has made a new addition to Couples Choice, its range of toys developed to meet the needs of couples who want to spice up their love life together and like to experiment.
The new device, the USB rechargeable 2 in 1 Vibrator + Butt Plug, features a vibrator with a pronounced head at one end and a vibrating plug with a sensitive tip at the other.
“Made from silky Soft Touch silicone, both ends of the double vibrator are easy to insert and glide as if by magic,” said an
Orion spokesperson. “Pleasantly flexible, the versatile vibrator adapts perfectly to the body and movements during every game. Two quiet, powerful motors each provide 10 vibration modes in the vibrator and the vibrating plug. They can be controlled separately at the touch of a button in the centre of the toy. The handy, widened centre acts as an anal-safe stopper. As it is waterproof, the double pamperer can also be taken into the bath.” For more information visit orion-wholesale.com or email wholesale@orion.de
Dreamlove introduces PheroStrong for women
PheroStrong is now available from Dreamlove. Described as an exclusive pheromone-infused perfume designed for women who wish to captivate, excite, and enchant men, one of the primary ingredients is Sicilian lemon, designed to transport you to Mediterranean beaches with fresh breezes and golden sands. This top note is said to evolve into a discreet yet lasting fragrance that lingers for hours.
“The PheroStrong pheromone perfume offers a fresh, fruity, and floral fragrance tailored for women who fear no challenges and wish to feel uninhibited,” said a Dreamlove representative. “This vibrant, energising formula will enhance your unique character and empower you to conquer any obstacles in your path.”
Dreamlove says its design team created PheroStrong by combining a pheromone formula with high-quality, concentrated fragrances selected to satisfy even the most refined tastes.
“With PheroStrong, every date becomes a memorable success, and every challenge can be conquered,” said the Dreamlove rep. “Our pheromones, when combined with the right fragrance composition, open doors to new personal and professional opportunities. Experience how your everyday interactions change, boost your confidence, and see the respect and recognition you deserve.”
For more information visit dreamlove.eu
Kheper Games introduces Spin the Bottle
Kheper Games has introduced Spin the Bottle, a metal and wood embodiment of the traditional party game. It can be played as a kissing game, drinking game, or a dares game. The standard kissing version is played by the spinner kissing whoever the bottle points to. As a drinking game, the person the bottle points to takes a drink. As a dare game, the spinner assigns a dare to whomever the bottle points to. For all versions, the person the bottle points to, takes the next turn.
“In addition to having fun game uses, this easily spun, well-balanced set is also nice enough to be decorative,” said Kheper CEO Brian Pellham. “You can also put it on your desk or display it at home and use it as a fidget toy. Already the few buyers we’ve shared it with love it and can’t stop spinning it at their desks.”
For more information email info@khepergames.com
New Doxy sell sheets now available for retailers
Doxy has introduced new sell sheets for its latest products, which are freely downloadable from doxymassager.com/distributor-resources
The sell sheets cover every aspect of each product, with a graphic pointing out functions and text outlining its features and benefits. The sheets also suggest how retailers can talk about the product and advise how best to demonstrate it.
“At Doxy, we’re committed to supporting the success of our partners with both online and offline resources,” the company said. Retailers who require additional materials or who would like to schedule a virtual training session are invited to contact Doxy director Leigh Dedhar via leigh@doxymassager.com
Next generation Suck-O-Mat now available from Orion Wholesale
Orion Wholesale has unveiled the third generation of its Suck-O-Mat blowjob simulator.
Suck-O-Mat 3 features a new, user-friendly design, improved motor performance, an additional warming function, and a hub cylinder which Orion says creates very powerful suction impulses.
“The Suck-O-Mat 3 pleasures the top part of the penis all over with powerful pump/suction impulses and deep vibrations,” said an Orion spokesperson. “The fully automated, soft silicone sleeve moves up and down the penis rhythmically for hands-free pleasure and the pleasant new warming function makes the blowjob stimulation even more realistic.”
The 10 suction modes and 10 vibration modes in six intensities are controlled via the remote control (range: five metres), which can be stored in a space in the device when it is not being used. It can also be charged in there.
The Suck-O-Mat 3 comes with a large sized sleeve (20 cm long, insertion depth 15.5 cm, inner Ø flexible 2.5 cm) and additional sleeves, in medium and XL, are available separately.
“The quiet but powerful technology is hidden inside an elegant and sporty design,” said the Orion spokesperson. “A discreet red LED strip of light pulsates in sync with the actions. The Suck-O-Mat 3 has an optimised motor with up to 280 rotations per minute and this means
that it has 40% more power than its predecessors.”
The impulse suction massager is mains-powered (AC-Power-Adapter 230V Euro Plug, Output 12V. 12.5A, 150.OW).
“The Suck-O-Mat 3 was developed by the Orion product managers together with a German inventor,” said the rep. “The previous models of the Suck-O-Mat have already made men’s hearts beat faster –thanks to the design and technology and, above all, thanks to their
incredible blowjob capabilities.” A QR code on the packaging can be scanned to show product videos with detailed descriptions of the device, and there is also a retail POS kit. This contains a high-quality display with a monitor (where a short film about the product can be seen), 25 flyers with fact sheets in German and English, and an ellipse with a reversable image.
For more information visit orion-wholesale.com or email wholesale@orion.de
Magic Silk gives Exposed packaging a new luxurious look
Exposed by Magic Silk has a new look. Products in Magic Silk’s signature are now available in stylish new packaging.
“These luxury boxes feature minimalist design with enhanced
photography emphasising depth and texture,” said a Magic Silk spokesperson. “Unique spot Pantone colours highlight and perfectly coordinate with specific collections. A window on the
back panel allows customers to appreciate the exceptional quality and style of the garments, and foil stamping adds another touch of class.”
Tabooboo returns – exclusively through Net1on1
Classic pleasure brand Tabooboo is back, and exclusively available through Net1on1 Wholesale. First launched in 2003, Tabooboo was one of the first sex toy brands to go mainstream, being stocked in London’s Selfridges and premium global retailers such as Luis Via Roma, Le Bon Marché, De Bijenkorf, and Henry Bendel. It also appeared at iconic venues Fabric, Ministry of Sound, and Koko, and in many mainstream publications, including The Times, Elle, Glamour, Cosmopolitan, and Marie Claire.
Net1on1 Wholesale is now offering its customers a curated selection of the brand’s most beloved products, and the distributor says this relaunch brings back the quality, innovation, and flair that made Tabooboo a trailblazer.
“We’re thrilled to be the exclusive home of Tabooboo’s return,” said Sebastian Gonzalez, sales director at Net1on1 Wholesale.
“This brand has a rich heritage of celebrating sexual wellness in a fun, sophisticated way, and we’re proud to introduce it to a new generation of customers.”
The Tabooboo products available through Net1on1 Wholesale are: Under The Sheets Wand Vibrator, Lunch Break Bullet Vibrator, Take Me Back To Bed Remote Love Egg, and Between You and Me Vibrating Love Ring.
“Don’t miss out on this exciting revival,” added Gonzalez. “Stock Tabooboo’s exclusive range today and let your customers experience the timeless magic of a brand that has always been ahead of its time.”
For more information email sales@net1on1.com or visit 1on1wholesale.co.uk
In the pink: Svakom Avery gets new colour option
Svakom has introduced a new colour to its Avery thrusting rabbit: strawberry pink. The new shade joins the original lilac in the Svakom catalogue.
“It’s pure temptation for those who crave powerful vibration combined with satisfying thrusting,” said Svakom sexual wellness educator Vanessa Rose. “Avery features
independent motors so users can encourage vaginal, clitoral or blended orgasms. The shaft offers five modes and five intensities of combined thrusting and vibration, while the clitoral stimulator can vibrate in five modes and five intensities of its own.
Smooth ridges on the firm shaft and flexible clitoral stimulator are expertly shaped for pleasure and comfort.
Our Erotic Journey (OEJ) states that its latest launch, the Sexy Pot Remote Egg Vibrator, ‘reaffirms its commitment to breaking down societal stigmas surrounding sexual wellness without shame or hesitation’. The company added that despite growing awareness of the positive impacts of sexual health, many consumers still struggle to engage openly with their desires due to long-standing taboos.
James Guo, Our Erotic Journey director, explained that the new product “is a perfect example of how we blend creativity with purpose”.
Designed as a marijuana leaf-shaped external massager, the silicone Sexy Pot boasts five speeds and seven vibration patterns.
“Sexy Pot is more than just a fun design, it’s a tool that empowers users to take control of their pleasure, wherever they are,” added Guo. “We want to create products that help people feel confident and in control of their sexual wellness journey.”
For more information visit OurEroticJourney.com
Delivering powerful vibration and satisfying thrusting, Avery puts pleasure in easy reach.”
Additional features include premium body-safe silicone and ABS materials, waterproof construction, and magnetic to USB-C recharging for convenience.
For more information visit svakom.com
Choose Eye of Love for confidence and self-love, suggests Scala
With winter well and truly upon us, Scala is highlighting Eye of Love’s Classic Collection to its customers, reasoning that we could all do with a boost.
“As the seasons shift, confidence and selflove are the ultimate essentials to carry you through fall,” said a Scala representative.
“With Eye of Love’s Classic Collection, you can unlock a new level of self-assurance and own every space you enter, whether it’s a high-stakes meeting or a cozy evening with someone special.
“The secret ingredient? Pheromones. Infused with vegan, cruelty-free pheromones, Eye of Love’s fragrances are specially designed to amplify confidence, enhance your presence, and attract positivity. Each scent in the collection adds a subtle boost, making you feel effortlessly magnetic.
“The Classic Collection’s timeless scents are crafted to enhance your natural allure, helping you navigate fall with grace and strength. From Morning Glow to Confidence, each fragrance serves as a daily reminder of your inner power. Wherever you go, let Eye of Love’s Classic Collection be the scent of your self-assurance, helping you feel radiant and magnetic all season long.”
For more information visit scala-nl.com
Orion makes new additions to Noir Handmade collection
New outfits from Noir Handmade are now available from Orion Wholesale. Made from lace and powerwetlook, which is designed to cling to the body in a seductive way, the garments are also soft and stretchy, so they are
comfortable to wear.
“It’s also almost crease-free when worn and fits like a second skin,” said an Orion spokesperson.
The new additions are a sleeveless mini dress, a strapless tube mini dress, an extravagant dress, a
sleeveless jumpsuit, a tight-fitting mini skirt, and a wide loose top. All outfits are available in S, M, L and XL sizes.
For more information visit orion-wholesale.com or email wholesale@orion.de
From social media to your store: the Loving Joy Butt Plug Ice Cube Tray
The Loving Joy Butt Plug Ice Cube Tray is now available from Net1on1 Wholesale. The distributor says the product has become a viral sensation, thanks to its humorous design and novelty appeal.
“The product that took social media by storm has officially landed,” said a Net1on1 spokesperson. “And it
will bring a touch of playful fun and cheeky novelty to any gathering. Perfect as a unique gift or to add an unexpected twist to any party, this silicone ice cube tray has captured imaginations worldwide.”
The Butt Plug Ice Cube Tray creates butt plug-shaped ice ‘cubes’ in three different sizes. Users just need to
push the two pieces of the mould together, ensuring they are securely locked, fill with water, place in the freezer, and pop out and enjoy. For more information email sales@net1on1.com or visit 1on1wholesale.co.uk
Introducing the Truffalo violet wand accessory
The Dungeon Store has introduced a new violet wand accessory, the Truffalo. The soft, bendable electrode for the violet wand comes in a variety of colours, works with most solidstate violet wands, and can be used with a conductive cable.
“There’s all sorts of kinky mischief you can get into with a Truffalo,” said Anne Bryne, founder and co-owner of The Dungeon Store. “Unplugged, the soft, fuzzy nature of the Truffalo is awesome for sensory play and is great for tickling. The bendable ends means it can be looped to go around parts of the body and twisted into curious shapes. When using a violet wand conductive
cable, you can even use one Truffalo in each hand to guide over your lover’s body. These make for an excellent addition to a violet wand collection.”
The violet wand toys are created in house by The Dungeon Store and made in the US. The Dungeon Store also sells solid-state violet wand kits, which come with a three-year warranty.
For distribution and retail enquiries, email Brittany Wilson via sales@thedungeonstore.com
Bradford moves from sex shops to sci-fi with new novel
ETO editor Dale Bradford, author of From Sex Shops to Supermarkets: How Adult Toys Became A Multi-Billion-Pound Industry, has gone back to the 1970s with his latest novel, The Time-Travelling Estate Agent. While his previous non-fiction title chronicled the phenomenal growth of the sex toy sector this century, his new novel is pure escapism. Bradford expects it to appeal to 1970s nostalgists, enthusiasts of the time travel genre… and those with a professional interest in the business of selling properties.
Bradford explains: “After the book was published I contacted a property trade publication called The Negotiator as I thought it might make a light-hearted news snippet. I was astonished to see the story appear on The Negotiator’s front page, with the headline ‘Finally, a novel with an estate agent as the hero!’, and from this came an invite to be the guest on a leading UK property podcast, The Right Move, which went out in December.”
The welcome The Time-Travelling Estate Agent received was in stark contrast to its predecessor, as Bradford recalls: “Attempting to launch From Sex Shops to Supermarkets, I experienced the same issues that many adult businesses have faced. Despite
the book being a serious study of the pleasure sector, its title and cover resulted in every mainstream marketing channel I contacted declining to take my money. Even Amazon, one of the world’s biggest sellers of sex toys and the actual publisher of the book, would not allow me to promote it on its platform.”
The Time-Travelling Estate Agent is set in December 2019 in a small Welsh town, where 60-year-old estate agent Eric Meek is invited by an elderly lady to value her property. But contrary to what the vendor believes, the garage conversion does not contain her husband’s photographic ‘dark room’ but a hole in space-time that has been developed into a traversable portal.
A by-product of her husband’s attempts to emulate the work of pioneering electrical engineer
Nikola Tesla, the portal allows movement between 2019 and the day it was first powered up, 3rd July 1976: the best – and worst – day of 16-year-old Eric’s life. Presented with a chance to right the wrongs of the past, Eric revisits the moment he believes defined his future.
With gentle nods towards Groundhog Day and 50 First Dates, The Time-Travelling Estate Agent blends elements of sci-fi with a mismatched romance and a murder mystery.
Will Eric change history? Or will history change Eric?
The Time-Travelling Estate Agent is available now on Amazon platforms worldwide in ebook (£1.99), paperback (£10.99), and hardback (£14.99) and is free to read on Kindle Unlimited. The first four chapters can also be read online instantly via Amazon’s Read Sample facility.
Over 50 lines from Fantasy Lingerie are now available from Tonga, including threepiece and two-piece sets, bodystockings, crotchless teddys, catsuits, and cut-out tops. “Based in Vancouver, Washington, Fantasy Lingerie is more than just a lingerie manufacturer,” said Tonga. “They’re champions of body positivity and self-expression, with the simple belief that ‘Sexy Is For Every Body’, the designs are tailored to celebrate all shapes and sizes.” Tonga’s Fantasy Lingerie collection can be seen at tongabv.com/brands/fantasy-lingerie.
Dive into pleasure with the OTOUCH Submarine.
The OTOUCH Submarine combines sleek design with innovative vacuum suction and vibration. Compact, USB-rechargeable, and waterproof, it delivers powerful sensations anytime, anywhere. Ready to stock? Make waves with OTOUCH! Discover the award-winning OTOUCH collection Including the innovative OTOUCH Macho I and II
Orion adds new Climaxxr360 sex machine to catalogue
The new Climaxxr360 sex machine from The Banger is now available from Orion Wholesale. This mains-powered sex machine comes with an adapter for use in the UK, US, AUS, and EU and looks like a saddle. It has a nubbed vibration seat that can be used with two realistic dildos and a butt plug, and this is freely adjustable in height on the sturdy, stable frame. It can also be tilted 180° in both directions or removed completely and used without the frame.
The device sports three motors which deliver vibrations in three modes and five thrust speeds, with a thrust length of 5.5 cm. Both functions can be controlled separately or combined directly on the seat.
“The included realistic dildos and butt plug are simply screwed into the seat and they can be used together for double penetration,” said an Orion spokesperson. “The rumbling vibrations can be felt intensely in the vibrating mound of the seat as well as in the dildo and plug. The dildos and the plug made of skin-like TPE feel wonderfully lifelike. The smooth toys are pleasantly firm yet flexible. They adapt perfectly to the body and movements.”
For more information visit orion-wholesale.com or email wholesale@orion.de
New jewellery-inspired collection from Full Circle Distribution
Full Circle Distribution has introduced a new collection of jewellery-inspired vibes, which it describes as toys ‘that exude a luxurious fusion of style and pleasure and are designed to discreetly fit in with your everyday accessories’.
The four-piece collection includes Fiore Vibrating Ring, Patina Vibrating
Necklace, Aria Vibrating Necklace, and Blush Vibrating Makeup Brush, all of which offer 10 modes of vibration.
“The Jewelry Collection is perfect for the modern pleasure lover who also values personal expression,” said a Full Circle spokesperson. “The wearable vibes are discreet yet also make a bold fashion statement.
Each piece in the line is designed to offer dual functions, empowering users to explore and celebrate intimacy with a discreet design that can be taken everywhere.”
For distribution and international enquiries, contact sales@shopfullcircle.com or visit miamidistro.com for more information.
Scala
debuts Hidden Desire Extreme collection
Scala has added 30 XXL anal toys to its Hidden Desire range with the launch of its new Extreme collection. Ranging in size from 14 to 60 cm, Scala says its Extreme collection is designed for adventurous users.
“Crafted from durable PVC, these products offer high-quality, reliable experiences, appealing to both retailers and consumers with their durability and user satisfaction,” a Scala representative said.
“Retailers benefit from attractive profit margins, expanding their offerings while catering to a growing interest in larger, textured toys. This collection is tailored to the kink and fetish communities, offering toys that invite users to explore a wide range of sensations.”
Scala says the emphasis on size and texture is what sets this collection apart, with toys featuring ridges, bumps, and smooth surfaces.
“Hidden Desire’s Extreme collection
aligns with the rising demand for larger toys, providing users with stimulating experiences that encourage exploration,” the Scala rep added. “Retailers have a unique opportunity to meet market demand with these products, which combine durability, safety, and affordability.” For more information visit scala-nl.com
Pole position: XR Brands debuts Bedroom Bliss Deluxe Dance Pole
New from XR Brands is the Bedroom Bliss Deluxe Dance Pole, a premium addition to its high-end Bedroom Bliss luxuryliving collection. Designed to transform any space into a private dance studio, it features a simple, tool-free installation and adjustable design which is said to be ideal for exercise, creative expression, or intimate entertainment.
XR Brands says it is a must-have for fitness enthusiasts, social media creators, and beginners alike, offering the perfect way to practice dance routines or create trending TikTok and Instagram videos. It boasts a non-slip ceiling cap and a nickel-free steel base and will accommodate most flat ceilings up to nine feet.
“Customers will be thrilled to see our new Deluxe Dance Pole, now refined and better than ever,” said XR Brands president Rebecca Weinberg. “The Bedroom Bliss collection is all about elevating intimate spaces, and this pole
is perfect for creating a private pleasure playground at home or enhancing retail displays with a touch of luxury.”
To help support retailers and showcase the pole’s versatility, XR Brands offers complimentary promotional signage, videos, and in-store marketing materials.
For more information or to place an order, contact your preferred XR Brands sales rep or visit xrbrands.com
Sliquid Tsunami, a new ultra-thick water-based gel with seaweed extract, is now available from Net1on1 Wholesale.
“With its increased levels of plant cellulose and Carrageenan – a seaweed extract celebrated as one of nature’s most effective moisturisers – this gel doesn’t just lubricate, it hydrates and restores, ensuring that skin feels smooth, refreshed, and healthy,” said a Net1on1 spokesperson.
“Designed for individuals seeking a premium, clean, and effective product, this gel is a game-changer in the sexual wellness market, delivering unparalleled hydration and skin vitality while enhancing the body’s natural lubrication.”
Sliquid Tsunami is glycerine-free, parabenfree, pH balanced, hypoallergenic, and 100% vegan. Net 1on1 adds that it is also nonstaining and compatible with all intimate toys.
For more information email sales@net1on1.com or visit 1on1wholesale.co.uk
Honey Play Box introduces app-controlled inflatable Kegel
ball
Honey Play Box has launched Puff, an app-controlled inflatable Kegel ball designed to make pelvic floor exercises more accessible and effective.
According to the company, what sets Puff apart from other products is its unique and thoughtful design. “Puff is made with premium, medical-grade silicone making it body safe,” said a Honey Play Box representative. “The inflatable flexible shaft with its ergonomic design adjusts to fit comfortably for users at any stage of their Kegel journey. Whether you’re a beginner at this or more experienced, Puff can be perfectly tailored for your body. It can also be paired with the Honey Play Box app, which uses smart pressure-sensing technology to create personalised training programs.”
Puff is waterproof and has nine adjustable modes, and its app functionality allows users to track their progress and see their results. “Puff offers a versatile approach to Kegel exercises,” the rep added. “Whether you are looking for a postpartum recovery product or a relationship enhancement tool, Puff is adaptable for every need.”
For more information visit HoneyPlayBox.com
New interactive Emma wand vibes from Svakom
Svakom has replaced its Emma Neo and Mini Emma wands with two new products: Emma Neo 2 and travel-sized Mini Emma Neo.
“Svakom’s new Emma Neo Series of interactive wand vibrators make it easier than ever for any adult to enhance their sexual health and relationships,” said Vanessa Rose, certified clinical sexuality coach and Svakom sexual wellness educator.
“Emma Neo 2 and Mini Emma Neo include many sextech features that allow adults of any gender and relationship status to pursue
intimate pleasure and wellness solo, with a partner at any distance, or while interacting with their favourite porn stars online or becoming one themselves,” Rose added. Rose continued: “Compared to Emma Neo, the second edition boasts deeper, rumbling, quiet vibration with minimal transfer from wand head to handle, and coloured lights for modes and intensities. It’s relatively lightweight for the wand category too. Emma Neo 2 also retains highlights of the original, such as a 38°C heating function and
removable rabbit ears for the wand head to deliver tantalizing flicking stimulation.”
Mini Emma Neo joins Emma Neo 2 in the Svakom Connexion Series. Both wands boast app control to customise settings and play longdistance, and FeelTechnology to sync with adult video and webcam sites. Waterproof, they also feature a USB-C charging port with dust cover, a travel lock, memory function, and battery lights.
For more information, visit svakom.com
ToyJoy Kalli ‘makes pleasure accessible, exciting, and discreet’
Scala has added the Kalli Panty Vibe to its ToyJoy Designer Edition collection. Scala says that Kalli combines discreet design, advanced functionality, and premium craftsmanship, and redefines handsfree pleasure for modern lifestyles.
“The Kalli Panty Vibe is a sleek and stylish wearable vibrator that stays securely in place with its innovative magnetic wings, designed to fit comfortably inside any favourite pair of panties,” a spokesperson said. “Whether you’re unwinding at home or exploring new thrills, this wearable vibe is designed to make pleasure accessible, exciting, and effortlessly discreet. It is ideal for those seeking to elevate their intimate experiences with a touch of luxury and convenience. Its portability and quiet operation make it a game-changer for both private moments and adventurous explorations.”
Waterproof and USB rechargeable, Kalli offers seven pulsation modes and three speed settings. For more information visit scala-nl.com or email sales@scala-nl.com
Dreamlove takes on masturbator eggs from Prettylove
Dreamlove has announced the launch of the Fantastic Egg Hard Boiled Masturbator from Prettylove, which the distributor says features unique internal textures that caress and massage users to achieve an intense climax. “The collaboration between Dreamlove and Prettylove, a globally
renowned brand, has resulted in a product line designed for pleasure lovers and innovators alike,” said a Dreamlove spokesperson. “With a strong partnership dating back to 1993, Prettylove has established itself as a worldwide leader in manufacturing high-quality erotic toys. With over 45,000 square meters of production space and more than 80 acres dedicated to manufacturing, Prettylove holds important certifications, including CE, ROHS, and various patents in the US, the EU, and China. Their international sales and marketing team ensures that more than 90% of their products are shipped to over 60 countries.”
The new Fantastic Egg Hard Boiled Masturbator line is available in three interior textures: Cloudy,
Shiny, and Surfer, but Dreamlove says what makes the product special is its innovative design: “Users simply need to lubricate the toy and insert their penis into the tight opening at the bottom of the egg,” the Dreamlove spokesperson added. “From there, they can stretch it along their shaft to enjoy intense sensations that vary depending on the selected texture. Additionally, each egg’s double-sided design offers a different sensation, allowing users to enjoy a varied experience with just one product.
“The launch of the Fantastic Egg Hard Boiled Masturbator line from Prettylove is yet another step forward in the successful collaboration between Dreamlove and Prettylove, a partnership that continues to drive innovation in the erotic toy industry.”
For more information visit dreamlove.eu
Now that’s magic! The Magician vibes from You2Toys
Orion Wholesale has added The Magician, a new collection of luxurious vibes, to its You2Toys label. Orion says the sophisticated elegant designs pamper the eye, as well as their intended areas: “The silky-smooth silicone ensures a pleasant feel as well as easy insertion and maximum pampering comfort – even in the bath, as the toys are waterproof,” an Orion representative said.
Blush unveils Delice Collection
Blush has introduced its Delice Collection, which the manufacturer says ‘redefines intimate pleasure with unparalleled grace and sophistication’. The initial launch includes two designs: the Delice Heartthrob and Delice Fleur.
“The Delice Collection celebrates beauty, delicacy, and the soft touch of luxury,” said Verna Meng, founder and CEO of Blush. “These designs represent more than functionality—they inspire connection and indulgence. With many more innovations on the horizon, we’re excited to continue creating products that delight and empower.”
The Delice Heartthrob features 10 vibration modes, delivering targeted stimulation with its smooth, tapered tip, while the Delice Fleur clitoral stimulator offers a combination of fluttering sensations and air suction technology.
All four Magician models feature a curved ring handle, making them easy to guide, and the USB rechargeable motors are said to be extremely quiet but powerful.
The Magician Rabbit Vibrator is designed to pleasure vagina, vulva lips, and clitoris at the same time. It has two motors, each with 10 vibration modes.
The Magician G-Spot Vibrator targets the G-zone, The Magician
Multi Vibrator has two arms and can be used in a variety of ways, solo or in a couple, while The Magician Wand Vibrator will stimulate the whole body, not just the erogenous zones. All three of these vibes boast 16 vibration modes. For more information visit orion-wholesale.com or email wholesale@orion.de
“From my initial conversations with clients, it’s clear the Delice Collection is resonating on every level,” said Kathi Pepper, sales representative at Blush. “The soft finishes, luxurious materials, and stunning designs of Heartthrob and Fleur have captivated both retailers and customers alike, making them standout additions to any intimate collection.” For more information, visit blushvibe.com
A Kheper launch to liven up the dullest gatherings
Available now from Kheper Games is Pr*ck! Sl*t! F*cker!, the second follow up to F*ck! Sh*t! Tw*t! and D*ck! C*nt! Assh*le!
The three products are fast-paced games of blurting out obscenities. Players score a point if they are the first to shout out a vulgarity that fits both cards. There are 10,000 possible card combinations and the game can be played standalone or in conjunction with its siblings.
“This line of blurting expletive games has become our latest top trending party game hit,” said Kheper CEO Brian Pellham. “You can play it separately or combine decks with the two other blurt expletive games, so you will never run out of possible combinations. As is our standard, we don’t impose booster packs, but instead offer game versions that don’t require the original to play.”
For more information visit khepergames.com
Men only: Svenjoyment Bondage range gets four new outfits
The latest additions to men’s lifestyle underwear label Svenjoyment Bondage are now available from Orion Wholesale.
Four new outfits, with styles and functions designed to emphasise and accentuate a man’s assets, are on offer in sizes from S to XL, with some going up to 2XL.
“The highlights are the integrated straps and restraint rings for gently
restraining the arms or hands,” said an Orion spokesperson. “The soft restraints can also be put on quickly and adjusted to fit, thanks to their hook and loop fasteners.”
The new outfits come with added extras and include a sleeveless shirt, chest harness, and four wrist/arm restraints; a sleeveless net shirt with thigh harnesses, a net jock, and two handcuffs; a crop top, chest
harness, jock, and four handcuffs/arm restraints: and harness pants, chest harness, and four wrist/arm restraints. All Svenjoyment Bondage items are delivered in environmentally friendly, promotional packaging that has pictures of the product and descriptions in several languages. For more information visit orion-wholesale.com or email wholesale@orion.de
App integration takes Nexus Revo Stealth ‘to the next level’
Nexus has announced that its Revo Stealth rotating prostate massager has now been enhanced with app connectivity. The device, which provides prostate massage while simultaneously stimulating the perineum, has a two-speed bi-rotational shaft powered by a torque motor in addition to a vibrating motor, and Nexus says that adding app functionality has elevated Revo Stealth to an entirely new level.
The Revo Stealth App Edition offers multiple control options: users can manage the device via the massager itself, the included remote control, or the newly introduced app. The app unlocks expanded features and users can fine-tune intensity levels gradually, create and save their own modes with intuitive touch controls, and also enjoy long-distance play by handing control to a partner—no matter where they are.
“Our goal has always been to create products that blend innovation, quality, and user-focused design,”
said Nexus managing director Monique Carty. “The app integration for the Revo Stealth takes this iconic product to the next level, allowing users to explore their preferences in ways that weren’t possible before. We’re thrilled to offer an even more versatile and connected experience.” Crafted from hypoallergenic silicone, the Revo Stealth is body-safe, non-porous, and designed for both comfort and durability, and both the massager itself and the remote control are waterproof and rechargeable.
For further information contact your favourite Nexus distributor or email info@nexusrange.com
The Nexus Revo Stealth App Edition will also showcase the brand’s new packaging style and logo, launching in time for its 20th anniversary in 2025.
From their soft exploratory tail to their deliciously oscillating tongue, these enchanting steeds have everything you need to take you from teasing to thrilling in just a few buttons.
Pump it up: Orion takes on Mr Boner’s Waterproof Penis Pump
The Waterproof Penis Pump from Mr Boner is now available from Orion Wholesale.
The USB rechargeable device provides six modes of suction, and two soft silicone sleeves are included in the box.
“When it comes to penis pumps, Mr Boner’s devices are always a very good choice,” said an Orion spokesperson. “The Waterproof Penis Pump makes effective, fun penis and potency training possible – even in the bath. It is fully automated and can be easily controlled at the push of a button via the LED-lit control panel.”
The transparent cylinder has a measuring scale and the total length is 30 cm (insertion depth 20 cm).
The Waterproof Penis Pump is supplied in cardboard packaging with images of the product and descriptions in several languages. There is also a QR code that can be scanned which directs the customer to detailed product information.
For more information visit orion-wholesale.com or email wholesale@orion.de
Blush and Tonga reveal future objectives
Blush and its European distributor, Tonga, have issued a joint statement about their partnership and their objectives for 2025 and beyond.
“Tonga BV has been an invaluable partner in bringing Blush’s vision to life across Europe,” said Verna Meng, founder and CEO of Blush. “This partnership exemplifies what can be achieved when two leaders work collaboratively to inspire and elevate
the industry. As we honour the years of growth behind us, we are thrilled to forge ahead with initiatives that will shape the future of sexual health and wellness.”
Melanie de Jonge, CEO of Tonga BV, added: “Our partnership with Blush reflects our shared dedication to providing industry-leading solutions. As we look to 2025, we are eager to continue building on this legacy, delivering products and initiatives
that inspire confidence, connection, and wellness for our customers.”
The statement went on to say that the two companies will be focused on several key initiatives as they deepen their collaboration: expanding product offerings, enhancing access to sexual health and wellness resources, and driving integrated marketing activations to strengthen connections with customers.
Techno Techno Techno! New NS
Novelties line arrives at Scala
The newest launch from NS Novelties, the Techno Collection, is available now from Scala. There are six products in the collection, including Kandi, Rave, Lucy, and Strobe (all pictured) plus the Prism and Trance plugs.
“This groundbreaking range of app-controlled pleasure products fuse advanced technology with
sleek, premium designs,” said a Scala spokesperson. “The Techno Collection is designed for those seeking the ultimate in personalised and modern pleasure experiences.”
Made from body-safe silicone, the toys in the Techno Collection are rechargeable and water-resistant, but Scala believes its headline feature is the app functionality: “The
collection’s compatibility with a downloadable app unlocks an array of customisable options, allowing users to explore their desires in new and exciting ways,” said the Scala rep. “Whether manually operated or app-controlled, these products provide endless possibilities for solo or partnered exploration.”
For more information visit
Doxy Go ‘designed for the modern consumer’
The latest addition to the Doxy range is Doxy Go, which is said to offer the same deep, rumbly vibrations that Doxy is famous for, but in a sleek, compact, and portable design.
“The Doxy Go is designed for the modern consumer seeking powerful pleasure on the go,” said a Doxy spokesperson. “Measuring just 16cm – 38% smaller than the Die Cast 3 and 55% smaller than the Die Cast –the Doxy Go is compact yet delivers unmatched intensity with deep,
rumbly vibrations. Crafted from durable aluminium, it is lightweight, durable, and fully waterproof –making it ideal for use anywhere, anytime.”
Doxy Go weighs 144g/0.31 lbs and it is 16 cm in length. Waterproof and USB rechargeable, it offers five intensity levels and six vibration modes. Suggested retail price is £54.99/€69.99.
“By stocking the Doxy Go, retailers will provide their customers with a luxury wand massager that
combines portability, power, and premium quality at an accessible price point,” the Doxy rep added.
“Retailers are encouraged to act quickly to secure their pre-orders. With high demand expected for this new release, Doxy invites B2B partners to get in touch for further information, digital assets, and pre-order details.”
For more information email leigh@doxymassager.com or visit doxymassager.com
The latest collection from YesX has been introduced with Valentine’s Day in mind, and the 17 new designs are available to order now from Alterego Lingerie.
“These new designs retail at pocket-friendly prices – between £14.99 and £34.99 – and they offer a good margin for the retailer,” said an Alterego spokesperson. “And all YesX designs are packed in an exclusive satin bag, making them a perfect gift.”
For more information visit alterego-lingerie.com or call Alterego customer services on 0845 094 6603
Naughty Whispers additions available now from Scala
Daring Intimates has made 10 new additions to its Naughty Whispers collection.
Described as a daring lineup of provocative designs crafted to elevate confidence and sensuality, blending sophistication with bold, edgy details, the new collection is available exclusively from Scala.
“From sleek wetlook fabrics to dramatic open-cup and crotch designs, Naughty Whispers celebrates fearless fashion,” said a Scala spokesperson.
“Eye-catching chain accents and zippers enhance the allure, while the brand’s signature attention to detail ensures each piece exudes quality. Perfect for intimate occasions or striking photo shoots, these designs redefine the art of seduction. Every piece is designed to make the wearer feel captivating and self-assured.”
Pictured is the Highwaist Bodysuit With Chain. For more information visit scala-nl.com
Blush Quantum X stroker ‘sets a new benchmark for the category’
The latest addition to the Blush M
For Men collection is Quantum X, which Blush describes as a game-changing stroker that redefines satisfaction and pairs advanced technology with superior craftsmanship to deliver an unparalleled sensory experience.
“At Blush, our mission is to push the boundaries of innovation and design to create extraordinary moments,” said Ian Kulp, director of marketing at Blush. “Quantum X is not just a stroker—it’s a gateway to unprecedented pleasure.”
Quantum X features a thrusting mechanism which is capable of
reaching up to 700 thrusts per minute, and this can be combined with the device’s seven vibration modes and seven stroking patterns. It also boasts a soft, textured interior with ticklers and an integrated warming function.
“Quantum X represents a bold leap forward in male pleasure,” said Denise Young, sales representative at Blush.
“We’ve designed this stroker to surpass every expectation, setting a new benchmark for the category.”
For more information visit blushvibe.com
Orion adds Rotating Butt Plug to ANOS collection
Orion Wholesale has added the RC Rotating Butt Plug to its ANOS collection of anal stimulation toys. The USB rechargeable plug has a pronounced spiral texture, and its cone-shaped shaft has a rotating function.
The seven vibration and rotation modes can be controlled separately or combined together, either with the button on the stopper or with the supplied remote control, which has a range of six metres.
“The plug is covered in a soft-touch texture and it comes to a point, meaning that it’s easy to insert and can pleasure both the anus and
the anal tunnel in a unique and very intense way,” said an Orion spokesperson. “It can even be used in the bath because it is waterproof. The plug adapts perfectly to the body and it is also extremely comfortable when worn and during play. The wide stopper makes it easy to use and stops it from sliding in too far as well. There is a goldcoloured mirror at the bottom of the stopper that decorates the anus in an arousing way.”
For more information visit orion-wholesale.com or email wholesale@orion.de
Honey Play Box debuts featurepacked Gem
Inspired by the success of its Tickler, Honey Play Box has introduced Gem, which the company describes as the ultimate upgrade to an already amazing experience.
Gem’s dual wiggling balls gently caress the G-spot, while the flexible, curved arm delivers combined stimulation. Users can customise
their experience with an app, and the device also includes a built-in pressure sensor: the harder Gem is squeezed, the more intense the vibrations become.
Other features include temperature detection, nine vibration modes, and responsive multi-point stimulation.
“We’re so excited to introduce
Gem after seeing how much our customers loved the Tickler,” said Honey Play Box business developer Joreail Armstrong. “We really put our hearts into making the experience even better, and we can’t wait for everyone to try it out.”
For more information visit honeyplaybox.com
All Around The World
Las Vegas, USA
Doc Johnson has reported that its appearance at 2024’s ComplexCon, which took place at the Las Vegas Convention Center on 16th and 17th November, was a big success, with over 60,000 attendees. ComplexCon describes itself as ‘a groundbreaking festival and exhibition that brings together music, style, sneakers, pop culture, art, food and innovation’ and Doc Johnson teamed up with Pleasures, a luxury streetwear company, and Pizza Slime, a social-media favourite, at the co-branded booth. For $50 each, thousands of customers received limited-edition merchandise from all three brands, as well as the opportunity to take pictures in the co-branded glory-hole photobooth.
“This was an awesome opportunity for us,” said Chad Braverman, COO of Doc Johnson. “Doc Johnson has a history of bringing adult pleasure products to the mainstream, and involvement in lifestyle experiences like ComplexCon is a great way for us to continue that tradition.”
Los Angeles, USA
Maia Novelties has introduced its ‘Pleasure Promise,’ a lifetime warranty on all product purchases. Under the Pleasure Promise warranty, Maia Novelties will support both retailers and end consumers who directly apply for a product replacement through a Maia manufacturer representative. To qualify, end consumers must first register their Maia product online within 30 days of purchase. A receipt of purchase must be presented with the defective product to be eligible for a free replacement. Outside of the United States, end consumers will be required to cover shipping costs for both the return of the defective product and to receive their replacement.
Texas, USA
Mainstreaming of pleasure products has become more and more prevalent in recent years but that could change in the lone star state if a bill introduced by Republican State Representative Hillary Hickland gets passed. The bill, HB 1549, seeks to restrict the sale of pleasure products in retailers which are non-sexually orientated, such as supermarkets and pharmacies, and impose fines of up to $5,000 for each violation. The Texas House of Representatives had yet to vote on the bill at the time of writing.
São Paulo, Brazil
New research commissioned by INTT Cosmetics has revealed fascinating insights into Brazil’s growing erotic market, including which age groups are buying most of the products, what products they’re buying, and where they’re buying them from.
The study also sheds light on consumer behaviour, emerging trends, and the expansion of the sector. INTT Cosmetics, which has a dominant 30% market share in Brazil, collaborated with sexpert Paula Aguiar on this study, which took place between September and October 2024. The research analysed demographic data, purchasing behaviour, and consumer motivations, providing invaluable information for industry stakeholders.
Key findings include: the primary demographic for erotic products ranges between 26 and 45 years old, with women representing 55.6% of buyers; lubricants were the top-selling product in 2024, followed closely by compact vibrators and flavoured functional gels; and online sales account for 60% of transactions.
London, England
2024 research from LELO revealed that one in four (26%) Brits would ask for a sex toy as a Christmas gift, and the same amount would be happy to receive one – even if they hadn’t asked for one. The figure was higher among 25–34-year-olds, with 41% claiming they would ask for a sex toy. UK-wide, Dudley dwellers led the way, with 42% putting a sex toy on their Christmas list, followed by Cardiff (36%), and Gloucester (32%).
One in 10 (10%) of Brits said they would display a sex toy in their home, with the folk of Aberdeen (24%), Derby (20%) and Coventry (19%) being even more open-minded, and one in five (22%) of Brits state that they wouldn’t be embarrassed with anyone finding a sex toy at their place. Some even said they make their intimate purchases based on what the product would look like in their home. Nearly two thirds (63%) said that they don’t currently display their sex toys, and they never would, however.
Groningen, Holland
In conjunction with Dutch law authorities, Satisfyer has taken action to dismantle a counterfeit operation that was selling fake versions of its products. Authorities in Groningen uncovered a substantial number of counterfeit products during the operation and a suspect, with alleged ties to organised crime, was arrested.
Satisfyer says this operation underscores its commitment to its customers and its dedication to maintaining its reputation as the global leader in sexual wellness.
“Satisfyer is relentless in its pursuit of counterfeiters,” said Sven Pelka, managing director of Triple A/EIS/Satisfyer. “The integrity of our brand and the safety of our customers are nonnegotiable. We take these matters very seriously and will continue to collaborate with law enforcement globally to ensure our products remain trustworthy and safe.”
Seville, Spain
Dreamlove declared its 2024 Showroom Experience, which was staged on 8th November in Seville, Spain, a resounding success, with over 40 international brands represented and more than 250 clients attending the event.
“Supported by a team of over 100 professionals, the event ran seamlessly,” a Dreamlove representative said. “The primary goal of the Showroom Experience is to connect potential clients with the sector’s top brands, fostering strong relationships and facilitating direct interaction. During the event, hundreds of clients explored new product innovations, participated in live demonstrations, and strengthened their business partnerships in an environment crafted for networking and mutual growth.” Dreamlove conducted interviews with brands during the event and these can be seen on the distributor’s Instagram account (www.instagram.com/dreamlove.eu).
Seoul, South Korea
Bielefeld, Germany
Satisfyer picked up 12 prestigious ‘Excellent Product’ awards in the German Design Awards 2025. The winning products were as follows: Glowing Ghost, Pro 2 Modern Rose, Mermaid Vibes, Pixie Dust, Seal You Soon, Cloud Dancer, Orca, Mission Control (air pulse devices); Tri Ball Series, Plug & Play 1 (multi-vibrators); Ring Stroker (masturbators); and Air Pump Vibrator 3, Air Pump Bunny 3, Air Pump Booty 3 (air pump series).
“This incredible recognition highlights the creative ingenuity and innovation behind Satisfyer’s range – a success we’re proud to share,” a Satisfyer spokesperson said. “This achievement reinforces Satisfyer’s position as a trusted leader in the sexual wellness market. The German Design Awards are a global hallmark of excellence, celebrating visionary design across industries since 2012. Winners are determined through a strict selection process by the German Design Council, recognising only the most outstanding contributions to design innovation.”
Blush has announced it has deepened its partnership with Red Container of South Korea, which began with the success of Blush’s Oh My Gem collection. Building on this momentum, Blush and Red Container introduced the Aria collection. Blush founder and CEO Verna Meng said: “Red Container has set the standard for inclusivity and innovation in South Korea’s sexual wellness space. We are honoured to align with their mission of creating safe, celebratory environments for exploration and selfexpression. Together, we are breaking barriers and building a future where pleasure is accessible, empowering, and celebrated by all.”
Celebrating National Condom Month
French letters, rubber johnnies, cock socks, dunkies… despite the rather irreverent slang terms we refer to them by, our latex love gloves deserve to be celebrated…
The humble condom might be one of the lowest priced items you sell but it deserves a lot more respect than it is sometimes given. What other form of contraception can prevent both STIs and pregnancy? It is therefore fitting that National Condom Awareness Day is celebrated on 14th February, the same day as the lovefest that honours Saint Valentine, and the whole of the month of February has been designated National Condom Month.
Even though individual condoms are as cheap as chips – cheaper in fact – collectively they are big business. Really big business. Estimates on how many units are sold every year vary between six and nine billion, so now would seem to be the ideal time for ETO to ask a selection of industry experts about the current market.
ETO: What is the market for condoms currently like? Are they more or less popular, in terms of sales figures, than ten years ago?
The condom market has seen notable growth in recent years, driven by changing consumer preferences, increased access, and a wider array of innovative
products. Over the past year, UK-based business EXS has experienced a surge in sales, reflecting a growing awareness of sexual health and a demand for products that cater to modern lifestyles.
Consumers today are tired of paying highly inflated prices for big-brand condoms with enormous marketing budgets. Instead, they seek out brands that offer exceptional quality and reliability without breaking the bank. Additionally, buyers are more inclined to explore alternatives that emphasise inclusivity, variety, and innovation.
EXS has seen remarkable growth, selling over 20 million condoms in the past year, a 47% increase compared to the previous year. This success highlights the importance of affordable pricing, a diverse product range, and strong partnerships with distributors, retailers, and public health initiatives.
Michelle Cartwright, marketing manager, EXS.
In general, condoms are becoming more popular again. The market itself is relatively stable to slightly increasing. What is interesting here, however, is that stationary retail is growing significantly again, while the
online sector is losing market share overall. In our view, there is no specific reason for this that is exclusive to condoms. It is more a general trend and sustainability is probably an important consideration for buyers.
Marco Gehlken, head of sales and marketing, Ritex.
The market for condoms is currently growing, sales are increasing and the demand for condoms is on the rise. An increase in the cost of living means many individuals are struggling financially, and this situation has led people to delay or avoid starting or growing their families. This means they are relying more on contraceptives to prevent pregnancies and will likely increase the need for consistent contraceptives. Over the last 10 years, I have seen the difference in the willingness of consumers to try new products and find the right size and product that is most comfortable and fits best for them, as part of the Karex group we offer the brand MyONE, this consists of 52 different sized condoms! Most importantly, condoms are still the preferred choice of contraception. This is by some margin.
Ryan Morlen, senior export manager, Pasante Healthcare.
As the only form of contraception that protects against STIs, there will always be a high demand for condoms. However, according to research from the World Health Organisation (WHO), condom use in adolescents is declining, which they state is due to inadequate sex education and sexual awareness, as well as limited access to contraceptives. This is why we’re on a mission with Skins Sexual Health to educate and
inform audiences about the risks of unprotected sex, and we’ve recently participated in a campaign with Dr Amir Khan to drive awareness of safe sex messaging. We’ve also expanded our global reach and are utilising various selling channels to help tackle the issue around accessibility.
LucyRobinson,headofmarketing,SkinsSexualHealth.
ETO: What do today’s consumers want from their condoms? Reliability first and foremost, presumably, but after that what ‘bells and whistles’ are currently the most popular?
Reliability and quality remain non-negotiable, but today’s consumers are looking for products that reflect their preferences and needs. People want choices and lots of them. Whether it’s a wider variety of sizes, flavours, or specialised features, customers are drawn to brands like EXS that deliver versatility.
A diverse range of sizes ensures inclusivity, catering to those who might not find a perfect fit with standard offerings. From EXS Snug Fit to EXS Jumbo, the modern condom market is all about accommodating everyone comfortably. Similarly, exciting flavours like strawberry, banana, and bubblegum add an element of
fun to safe sex. For enhanced sensations, there are EXS Ribbed and Dotted, and EXS Delay condoms with 1% lidocaine to help extend enjoyment.
Thin condoms have also emerged as a clear favourite, offering a more natural feel. Two standout products are EXS Air Thin and EXS Nano Thin, two of the thinnest latex condoms on the market, with 0.045mm wall thickness. These are hugely popular as consumer trends sway toward thinner condoms.
For those looking for cutting-edge non-latex options, products like the EXS Pull condom, made from AT-10 synthetic resin, are 88% thinner than regular latex and three times stronger. EXS Internal condoms are also gaining traction, bringing greater inclusivity to the market while addressing the needs of individuals seeking latex-free alternatives.
These developments showcase how the industry is responding to consumer demands for both practicality and innovation.
Michelle Cartwright, marketing manager, EXS.
First and foremost, quality and ease of use. For us at Ritex, trust is also a practical brand and company core: good sex is based on trust! And we take that very seriously.
As a German manufacturer, we pay attention to every detail, and we’re always focused on the consumer. They buy condoms for two reasons: pregnancy protection and protection against infections, that’s it! In fact, normal condoms, extra thin condoms and XXL condoms dominate the market. Then come delayed condoms (we use a completely natural method) and then ‘stimulating’ condoms. For this reason, we concentrate our range on these areas - everything else is niche.
Marco Gehlken, head of sales and marketing, Ritex.
We still see our most popular condoms in different sizes. You wouldn’t go into a shoe shop and let them guess your shoe size. It’s the same for condoms, it’s not one size fits all. Being a part of the world’s largest condom maker, Karex Bhd, we offer the most extensive range of lengths and widths. New brands are focusing on less generic, male-centric packaging and claims, along with brands having more of a focus on environmental concerns and the story behind sustainability. RyanMorlen,seniorexportmanager,PasanteHealthcare.
Pasante condom range
EXS Magnum Large Condoms
Absolutely, reliability is paramount. Beyond that, today’s consumers are seeking products that enhance intimacy and pleasure, while maintaining comfort and safety. Features like ultra-thin designs, textured options
like ribs and dots, and even flavoured condoms are increasingly popular. Our Skins Ultra-Thin range is designed for maximum sensitivity, while options like Skins Dots and Ribs cater to those looking for heightened sensation. Transparency in ingredients and a commitment to quality are also key differentiators appreciated by modern consumers. LucyRobinson,headofmarketing,SkinsSexualHealth.
ETO: Do you think consumers buy condoms because of their branding, their price, or their marketing?
Today’s consumers are making decisions based on a combination of factors. Trust is undoubtedly a significant driver of condom purchases, and we believe customers gravitate toward brands they’ve used before or those trusted by reputable institutions like the NHS. Price is a key consideration, particularly as many buyers look for alternatives to big brands that often charge premium rates for products supported by heavy marketing campaigns.
However, branding also plays a vital role. Brands that communicate reliability, inclusivity, and innovation resonate with modern consumers. Marketing has shifted toward education and transparency, ensuring consumers feel informed and empowered about their choices. Highlighting unique product features, such as ultra-thin materials or innovative non-latex options, helps brands differentiate themselves.
Ultimately, today’s buyers want the best of all worlds: a brand they can trust, a fair price point, and a product range that reflects their needs and values.
Michelle Cartwright, marketing manager, EXS.
There are certainly different reasons why buyers choose a product/brand. And of course, marketing has an influence here too. We focus on the trust factor and we communicate this accordingly. And in the long term, this is also reflected in our marketing strategy, because
Marco Gehlken, head of sales and marketing, Ritex
we have an incomparably high repurchase rate. This is exactly where our quality plays a very high role: if you are satisfied, you won’t switch. The selling price is less relevant in absolute terms; it plays a more relative role at the POS.
Marco Gehlken, head of sales and marketing, Ritex.
I believe that condoms are purchased mainly on reliability and brand preference. We’ve seen over the years that once a Pasante condom is tried, customers will repurchase. It’s just getting a consumer to try something different. Price is always a factor, and the Pasante range meets the highest quality standards and is at an affordable price compared to other brands in the market. We’ve also seen growth in the
private label market for condoms. Karex Bhd works with many of the leading brands and retailers globally through Pasante Healthcare, and we’re always open to discussing new opportunities when it comes to manufacturing condoms and personal lubricants. Ryan Morlen, senior export manager, Pasante Healthcare.
The purchasing decision for condoms typically depends on a combination of factors, with brand trust, price, and convenience being the most significant. For first-time buyers, availability is often the first consideration – what’s readily accessible on shelves or online when they need it. Beyond that, brand recognition plays a crucial role: is it a name they’ve seen or heard before, and does it inspire trust through its packaging or reputation?
Price is the next critical factor. If a product is too cheap, it might raise doubts about quality, while a
high price can make consumers question whether it’s worth the expense. Products priced competitively, offering a balance between affordability and perceived quality, tend to be the most appealing. With Skins Condoms, we pride ourselves on delivering a trusted, recognisable, high-quality product at an affordable price point. This positioning makes us a go-to choice for customers when stocked in retail or available online.
LucyRobinson,headofmarketing,SkinsSexualHealth.
ETO: How will you be marking National Condom Month? Do you have any events or promotions planned?
National Condom Month presents an exciting opportunity to spotlight sexual health awareness and the importance of protection. At EXS, we’re dedicating the month to education and inclusivity, focusing on areas where consumers have unanswered questions or unmet needs.
This year, we’re emphasising non-latex condoms, which have become increasingly popular for their advanced materials and suitability for people with latex sensitivities. We’ll be rolling out an educational campaign designed to inform consumers and public health professionals about the benefits of non-latex options, including their ultra-thin yet highly durable properties.
Additionally, we’re working closely with our public health partners to deliver free sample kits to clinics and community health organisations, ensuring access to non-latex condoms and providing resources to help professionals educate their clients on safe sex practices.
Finally, National Condom Month is also an ideal time to celebrate our wider mission to make safe sex accessible, affordable, and enjoyable for everyone. By focusing on education and inclusivity, we’re hoping to inspire meaningful conversations and reduce stigma around condom usage, while showcasing our full range of products to meet diverse consumer needs.
Michelle Cartwright, marketing manager, EXS.
Actually, not at all, because similar to World AIDS Day, this has practically no influence on purchasing behaviour. If at all, then there is a small sales peak during the main travel season in summer.
Marco Gehlken, head of sales and marketing, Ritex.
For National Condom Month we will focus on all forms of social media. We have a large outreach across our Karex and Pasante Healthcare social media platforms that will allow a broad range of access to our B2B and B2C customer base.
Ryan Morlen, senior export manager, Pasante Healthcare.
National Condom Month is an excellent opportunity to highlight the importance of safe sex and make it approachable for everyone. With Skins Condoms, we’re planning exciting initiatives, including special promotions, engaging social media campaigns, and relevant collaborations to spread awareness. Make sure that you’re following Creative Conceptions on Instagram and LinkedIn to stay in the know about any special offers!
LucyRobinson,headofmarketing,SkinsSexualHealth.
For more information:
EXS https://exscondoms.com
Ritex www.ritex.de
Pasante Healthcare www.pasantehealthcare.com
Skins Sexual Health www.creativeconceptions.co.uk
Sex toys and the appliance of science
Tobias Zegenhagen, Lovehoney Group’s chief product officer, discusses industry innovations, and where technology might be taking us in the future, with ETO’s Dale Bradford…
If we’re talking pleasure product technology, there’s probably no one better to engage with than Tobias Zegenhagen. Tobias has an engineering background, and he joined Womanizer in 2017 to establish and grow the product development department. He currently oversees multiple teams including Product & Strategic Sourcing, Research & Product Development, Electrical & Firmware Engineering, Manufacturing, Quality & Compliance, ESG, and Digital.
If his name is unfamiliar, the products he has brought to market in the last year won’t be, and both Next and Vibe arrived with never-seen-before features: Next’s 3D Pleasure Air Technology (PAT) and Vibe’s UltraWave vibration technology.
At the Next launch, Tobias said that if the original PAT could play single notes, 3D PAT could perform an entire symphony, which I’m sure made him popular with headline writers…
ETO: With the benefit of hindsight, are you still happy with that statement?
Yes, I am! The Next product is truly unique,
background. It illustrates how this new technology creates a more complex, diverse, and nuanced sensation—a feeling that has been echoed in the feedback from users. In hindsight, I stand by that statement, as it perfectly captures the transformative power of 3D Pleasure Air Technology.
ETO: The explanation of how 3D PAT worked was rather technical, particularly for this industry, where all devices have one basic goal. Terms like slower pulse rates, acoustic engineering, and linear motor movements were included in the launch literature, and even Elisabeth Neumann (head of user research at Womanizer) expected there to be a learning curve before some users could get the most out of it. Did this prove to be the case?
TZ: I believe your statement that all devices in the sexual wellbeing industry share a single, basic goal is too simplistic. It’s akin to saying a car’s sole purpose is to get you from point A to point B, or that food is just for
Womanizer Vibes
In fact, given that our customers often talk less about sex and sexual wellbeing than other topics, I believe the learning curve may be even more significant here.
ETO: How did users react to these next-gen features when they are used to following a very simple procedure: turn on and enjoy?
Many users have been pleasantly surprised by how intuitive and user-friendly the Womanizer Next is, even with its more advanced features. While some may be used to a simpler experience, the introduction of 3D Pleasure Air Technology, along with customisable intensity levels and Climax Control, gives them the flexibility to personalise their experience. It’s not about
making things more complicated; rather, it’s about providing more options for those who wish to explore deeper, more tailored sensations, all while maintaining the ease of use they’re accustomed to.
Explaining innovative technologies can be challenging, but we have a fantastic team that effectively translates our technical details into consumer-friendly language and visuals. When interacting with customers offline, it was easy to demonstrate the technological differences, as users could experience it firsthand.
For our online customers, we had to get more creative, relying solely on visuals and descriptions. We focused on showcasing the unique technological advancements through carefully crafted assets, using a disruptor concept to highlight the innovation. We also incorporated data and feedback from our extensive user testing to underscore the benefits. The honest voice of the customer is always invaluable and the most crucial. This strategy resonated well with our audience, and the market response has been overwhelmingly positive.
WMZ Next with 3D Technology has been our most successful launch to date, clearly demonstrating that consumers have embraced its advanced features. The positive feedback and high levels of satisfaction highlight how effectively these innovations have translated into enhanced real-world pleasure.
ETO: Later in 2024, Womanizer introduced Vibe, and UltraWave technology. Vibe was said to deliver ‘gentle, natural vibrations free from the friction and imbalances often found in traditional vibrators’, resulting in ‘stable, rumbling vibrations that feel more organic and satisfying’. How long did this take
User feedback on vibrators, which led to the development of the Vibe, was widely recognised within the industry. Many users reported that the stimulation often felt high frequency rather than deep and intense, diffuse instead of targeted, with mechanical and
In response, we began developing the WMZ Vibe several years ago. Its targeted stimulation, powered by a resonance-based drive, enables ultra-low-frequency vibrations with maximum strength. This combination of low resonance frequency and precise stimulation ensures that the Vibe
remains exceptionally quiet, even at high intensity, delivering a discreet but powerful experience.
ETO: Can we expect to see UltraWave technology on more products in the near future, and are you developing it further?
TZ: Absolutely. UltraWave technology has established a new standard in vibration technology, and we see tremendous potential for its application across other products. The ability to deliver low-frequency, highly targeted vibrations while remaining the quietest vibrator has been met with great enthusiasm from our customers.
Innovation is an ongoing journey for us. We are already exploring ways to refine and expand UltraWave technology, ensuring it can be adapted to various product categories and cater to diverse user needs. Our future developments will continue to reflect our commitment to creating innovative, user-focused experiences.
ETO: How much of a challenge is it to balance building in new tech, with its significant development costs, with the need to maintain a realistic retail price?
TZ: We achieve this by ensuring that the value we provide to consumers justifies the price point. By prioritising meaningful innovations, using the highest quality materials, ensuring product excellence, and incorporating features that enhance the user experience, we create products that stand out in the market. Simultaneously, we work closely with our retail partners to find the optimal price balance.
ETO: Do you think the pleasure product sector as a whole is sufficiently innovative compared to other areas of consumer electronics, with everything from soundbars to scales now being ‘smart’?
TZ: The pleasure product sector has seen remarkable advancements in innovation over the past few years, particularly with the introduction of technologies like Pleasure Air, 3D Pleasure Air, and UltraWave. Features such as Smart Silence, which activates the product only when it is in contact with skin, have also significantly transformed the user experience and user journey.
Although the industry may not yet have the same level of widespread ‘smart’ integration as some other
Tobias Zegenhagen, Lovehoney Group
are dedicated to leading the way with advancements that differentiate us in the pleasure
ETO: Does how you react to this depend on the degree of ‘inspiration’ that a rival product has taken from one
Imitation may be the sincerest form of flattery, but intellectual property infringement is a serious offense. Ultimately, both the customer and the industry suffer when intellectual property is violated, as companies that invest in research and development must have the opportunity to see a return on their investment. This principle is the foundation of the patent system. Without proper protection of intellectual property, innovation will stagnate, depriving customers and the industry of
As any company would, we take intellectual property and innovation seriously, ensuring the protection of the unique technologies and designs we’ve worked hard to develop. We carefully evaluate each situation to determine the best course of action, always aiming to lead with innovation and continue providing our
In addition, we work closely with our partners, offering support and guidance to ensure they can confidently
ETO: How far away are we from brands incorporating AI into their sex toys? Not just at the basic level, where toys ‘learn’ consumer preferences, but devices that can be commanded by speech?
TZ: AI integration in sex toys is an exciting frontier. The concept of voice-controlled devices that respond to commands and create personalised experiences based on user preferences is becoming increasingly viable due to advancements in AI and voice recognition technology. However, there are still key considerations, particularly around data privacy, security, and ensuring users feel entirely comfortable and in control. As we explore these possibilities, it’s essential to balance innovation with user-friendly design, ensuring that products are intuitive, secure, and enhance the overall experience. I believe that in a few years, as technology advances and customer acceptance grow, AI will be more widely integrated into sex toys, and smart devices will become the new standard.
ETO: When technology allows, do you think consumers might want their toys to talk back to them? Is that too creepy, or can we expect toys which come with different voice options, such as a husky George Clooney – licensed or AI simulated – with ‘power’ settings ranging from ‘gentle flirting while speaking French’ to ‘mad passion with lots of swearing’?
TZ: I can’t say for certain, but our user-centric development approach ensures that we are among the first to know. And if this is something that makes our customers happy, why wouldn’t we develop it?
ETO: Is it too outlandish to expect future toys that make their own suggestions for how they should
Womanizer Vibes
Womanizer Next –Dark Purple
perform based on data collated from global user behaviour? As in ‘Lots of ladies your age enjoy me doing this, see how you like it…’’
TZ: I don’t consider it too far-fetched, and I’m particularly excited about the development of intelligent and customisable products. I see great potential in this area to meet the individual needs of our customers and enhance their sexual wellbeing. The ability to create products that adapt to users’ wishes
and preferences opens up entirely new dimensions in personal and emotional experiences. While intelligent or smart products are a significant trend, data protection—especially within the realm of sex toys—is critical. We must strike the right balance.
ETO: Back in the real world, what can we expect from Womanizer this year?
TZ: We will continue to develop our technologies in a user-centred way to continuously enhance the sexual wellbeing of our customers. We will continue to invest heavily in product development and work closely with our User Panel. We have an incredibly strong product team that works with passion and curiosity on new innovations and stimulation methods to cater to the diverse preferences of our users.
For 2025, we already have some exciting plans in place and look forward to launching new innovations that will better meet the needs and desires of our users.
Womanizer Next – Dark Purple
Womanizer Next – Black
Womanizer Vibe – Sage
Sexual Wellbeing
With a plethora of new products from a growing range of suppliers, have you considered updating your Sexual Wellness offering recently? Paul Smith pulls on his latex gloves and gently probes the delicate ins and outs of a sector which offers a route to consumers other approaches may not reach.
The start of a new year is when people often do the spring cleaning of life. The diet they should’ve started last year. The exercise plan they should’ve started while their knees still worked. The careeradvancing strategy they should’ve started – well, at school, really. It’s also a time for addressing more personal problems with appropriate pharmaceuticals or products.
‘Prostate’ wasn’t a word I was really aware of until my 20s. Now I’m deep into my 50s, it’s a word I hear and think about quite a bit. ‘Perimenopausal’ is probably something similar for women as they mature and accrue life experience and wisdom. And wrinkles. The changing needs of consumers is very much the theme of this article, and the cause is far more than merely the ticking of the biological clock. Illness, injury, other trauma – both physical and psychological – can and do all hit people who never expected to consider the practicalities of sex with a colostomy bag (so to speak) or face never having another erection. Dilators for sufferers of vaginismus among other causes (brachytherapy for gynaecological cancers can cause similar issues) are often thought of as a key SW product. There are many on the market and I was recently looking at Lovehoney’s silicone dilator set, under its Health banner. Five sizes, from 15 mm diameter to 35 mm, in manageable 5 mm steps, in a pretty, clinical aquamarine, mean a gentle
encouragement to muscles which are saying “No thank you” to intercourse. Penetration under the control of the owner of those muscles, with the assurance of water-based lubrication, no pain, no judgement, and the music of Clannad (or whale song, or Dua Lipa, whatever works) is always going to be easier than a fumbling, expectation-filled, pressuring sexual situation. Closely associated with sexual wellbeing, CalExotics has a five-piece dilator kit called Inspire. It comes in five very pretty pastel pink shades of silicone, from 1.25 cm (by 7.5 cm long) to
For an experience with more motion, it has the Dr Laura Berman Isabelle Collection – a pair of dilators with a bullet which can be swapped between the medium probe and larger dilator. Under the same reassuringly medical-sounding brand is Alena, a set of three unpowered dilators, plus a rechargeable dilator set. There are many more such sets available, from a wide range of manufacturers, so you have plenty to choose from.
Javida 2in1 Vibrator from Orion
Dr Laura Beman Alena and Isabelle Dilators from CalExotics
The bottom line
The bottom is a whole other area of human sexual expression. Also, giraffes lick theirs more than is strictly necessary, but I guess their hobby options are limited. XY-folks have the previously mentioned prostate, which is a fun thing to have diddled for many, but I was once asked what cis women get out of anal play. This sort of thing happens when you’ve written for
Looking at the Javida brand from Orion produced some tempting results. It’s the firm’s sexual wellness range and covers every angle from wands to an inflating vibe. The remote-controlled dual function Love Balls caught my attention with their 5m range, soft silicone finish in purple, and waterproofing for bath or shower use. Dual function as they thrust as well as vibrate, the grooved-finished balls have 10 pulsation modes and a retraction strap.
Those who prefer their love balls to rotate rather than thrust will prefer the Javida Rotating Love Ball, and there is also the Javida Shaking Love Ball to consider. Also worthy of mention is the Javida ‘pinpoint’ 2-in-1 Vibrator. Very unthreatening thanks to the size, it’s
used to stop limb and core muscles from wasting, but a more holistic approach would include insertables for the muscles less spoken of. I know I’d want a sphincter that behaves, should anything ever happen
A sheath – or partial sheath – for sufferers of premature ejaculation would fall into this category too. They are a physical barrier between the sensitive sausage of untimely satisfaction and the cosseting coochie (or other cavernous cock socket) of kindness and that means less stimulation.
Which means, hopefully, a longer ride into the sunset of ecstatic euphemism to Climax Town. Let’s not forget lubes to counteract vaginal dryness. Or anal dryness. They deserve their place in your SW display or search result collection. Wellbeing will also often include enhancement products or supplements, and again there are many to choose from.
Condoms as a protective measure also fall under the category. They’re even given to under 16-year-olds these days, which is almost certainly sensible. For Catholics their use remains controversial but that is a
G-spot vibrators, clitoral micro-wands, vibrating cock rings ‘for him and her’, those little pebble-shaped vibes you hold between two fingers, prostate probes, mini-
Silicone Dilator by CalExotics
Silicone Dilator Kit by CalExotics
Silicone Dilators by Lovehoney
Javida 2in1 Vibrator from Orion
stays together (while apart).
Simple cock rings and lassos are another product type which, by boosting performance, boost confidence, and as that improves the experience, well, they’re a sexual wellbeing product. Metal toys, glass, anal beads… if you say they’re sexual wellbeing products, I wouldn’t argue. Other people might though, so have your explanation ready. Something like, “Sexual Wellbeing is a state of emotional, mental, social, and physical wellbeing related to sexuality. It promotes a respectful, body-positive approach to sexual relationships and masturbation, free of coercion, discrimination, violence or shame, to deliver pleasurable and safe sexual experiences.”
Embarrassment is actually the big thing to overcome to obtain the nirvana of sexual happiness and satisfaction. It’s one area where the anonymity of the web is a good thing, allowing online communities to form. Aiding women to find the erotica which works for them much more easily. Allowing men who like gimp masks to more easily find fans of men who like gimp masks. Not to wear, you understand. Just to look at. With almost every kink catered for on URLs I won’t
mention, and story sites covering everything from ‘a bit of a thing for high heels’ to being turned into a pair of high heels by a wicked wizard, and being worn to a muddy field, by a cigar-smoking nun who’s not washed her feet, there’s something for everyone (within legal bounds).
This has helped the sorts of people who’d never have considered dipping their toes in a sex shop or contact magazine to find ‘their people’ online, to see their thing for toes (for example) isn’t unique, or especially weird in the grand scheme of things. There are few things more conductive to wellbeing, sexual or not, than being in a community of like-minded, similarly orientated, comparably kooky folks. Nice ones, who don’t want to blow anything up. Other than an inflatable gimp mask. Which they’ll need to buy from somewhere… And that’s Sexual Wellbeing: a usefully nebulous term which can be applied to a broad spectrum of products and used to promote anything sexual which feels nice. And if it helps people of the older generation – or anyone else, actually – engage with a very normal area of human experience in a way they might not otherwise then SW is an appropriately positive thing.
Javida Rotating Love Ball from Orion
Javida Wand and Pearl Vibrator from Orion
Mr Boner Waterproof Automatic Pump from Orion
Sei Mio Spotlight:
Creative Conceptions describes Sei Mio as the largest brand launch in its history, and here Head of Marketing Lucy Robinson explains why it has made such a big commitment to the BDSM sector…
Starting with the obvious, what has prompted this initiative, and why have you chosen to launch Sei Mio now?
This initiative was driven by our desire to diversify our portfolio and explore new opportunities within the intimacy market. Although bondage is an area we cover already, we saw an opportunity to create something
accessible price, which is particularly important at this time when many consumers are mindful of their spending.
The timing of the launch aligns perfectly with the expansion and growth of Creative Conceptions across Europe and the globe, allowing us to introduce Sei Mio to a wider audience at a moment of exciting development for our company. Sei Mio reflects our commitment to offering exceptional products that elevate the experience while meeting the needs of a
Do you know something we don’t? Is there another Fifty Shades book/movie on the horizon?
We’d love to say we’re in on a secret, but the truth is, we don’t know anything you don’t! What we do know is that attitudes toward sex are ever-evolving, with growing acceptance of individual kinks making bondage exploration less taboo. As sexual wellness enters the mainstream, we foresee rising demand for a bondage range that’s approachable for beginners yet satisfying for seasoned enthusiasts. Bondage play between couples has become relatively commonplace and there are, as you know, several brands aimed at this market. Where we have tried to differentiate Sei Mio is with the use of sumptuous materials, aspirational photography, and packaging that creates a desire to buy with the promise of an erotic experience inside. Once purchased we do believe the time invested on the finer details of each product will result in loyal customers and we hope lead to Sei Mio becoming a timeless, trusted brand that embodies quality, creativity, and empowerment
practice for the first time. A significant number of these newcomers have continued to enjoy and explore the category, contributing to a steady, sustainable demand for quality BDSM products that cater to this more open and diverse market.
How is the market currently for BDSM accessories and brands? After the glory years, has it dropped back to pre-FSoG levels? Or do sales figures suggest that a significant number of those that took up the practice for the first time back then are still enjoying it?
The market for BDSM accessories and brands has evolved significantly over the years. What was once a niche category has become a well-accepted and integral part of the intimacy market. Bondage is now less taboo and more mainstream, embraced by a broader audience as a form of exploration and connection. The Fifty Shades of Grey phenomenon played a pivotal role in this transformation, breaking down stigmas and changing consumer perceptions. While the initial boom it created may have levelled off, it left a lasting impact by introducing many to the
Is the design of every product unique and exclusive to this range?
Some items are completely unique, and some are innovative adaptations of best-selling bondage items in the market, but we’re confident that the quality, craftsmanship, and attention to detail set Sei Mio apart. Each piece is meticulously designed with features like hand stitching, ensuring every product carries its own unique character. It’s these thoughtful details, combined with exceptional materials and design, that make our products truly unmatched. Every item in our range offers individuality and refinement, ensuring it’s as special and exclusive as the moments it helps create.
Who designed the products?
The products were designed by our dedicated new product development team, who worked collaboratively with an external expert within this market to conduct in-depth market research and conceptualise a bondage brand with a clear point of difference: that details matter. We focused on creating a range that combines quality, comfort, and style in ways that truly stand out.
Among the 34 launch lines, are there any products that might surprise us?
Whilst the launch range comprises strong best sellers in bondage we believe the quality of every product means the range will stand out, especially when it comes to the comfort and design.
Sei Mio means ‘you’re mine’ in Italian: is there anything else that connects the range to Italy?
Beyond the name, the range is deeply inspired by Italian culture, particularly the Italian philosophy around passionate love and intimacy. Italy has long been associated with a rich tradition of romance and sensuality, which we’ve drawn on to influence the design and feel of the collection, as we wanted to capture that essence in our products. The flip side to Sei Mio is Sono Tuo which means ‘I’m yours’ and the product range will be extending to include a Sub/Dom decision coin featuring those words on either side. This is so couples who wish to explore both roles can toss to see
From what we’ve seen, Sei Mio items look to be high quality, so what impact has this had on pricing? While quality often comes with a higher price tag, we don’t believe it always has to. At Sei Mio, we’ve focused on effective supply chain management and strategic partnerships to ensure our products maintain exceptional quality while remaining accessible. As a
average, about 20% lower than other brands in the market. This approach allows us to offer high-quality products without compromising affordability, ensuring more people can enjoy the thoughtful details and craftsmanship that make Sei Mio special.
After the success of other brands in this space, does the market expect BDSM accessories to come in monochromatic packaging now?
You’re right, many BDSM brands exhibit monochromatic packaging but I kind of think anything goes. Its more how appealing and eye-catching the
packaging is. We wanted to bring in a touch of red for connotations of romance and daringness, which helps Sei Mio to stand out on the shelves, but we also used colour photography on both the spine and the back of the packaging to really bring the products to life.
Is the spot colour you have used on the packaging intended to subtly reference a certain coloured room in a certain trilogy of books and movies? While referencing the red room in Fifty Shades of Grey wasn’t our main motivation, we do find that the connotations of the colour align perfectly with Sei Mio’s
How will you be raising awareness of Sei Mio with consumers?
brand. The colour subtly complements our values and the atmosphere we aim to evoke.
How will you be supporting retailers with this launch?
We’re committed to fully supporting retailers with the launch of Sei Mio. A choice of two slat wall header cards are available (90 x 30 cm) for stores to enhance in-store displays, and we’ve created an extensive bank of visual assets, including stunning product and lifestyle photography from a photoshoot on a custom-built set. Additionally, we’re working closely with our customers to develop tailored introductory offers to support their launch plans. Looking ahead, we have a Details Matter board in production, designed to highlight the craftsmanship and unique features of the range. Plus, some exciting gift with purchase (GWP) options to further enhance the customer experience and drive sales. With these tools, we aim to ensure a seamless and successful launch for Sei Mio across all retail channels.
We will be raising awareness of Sei Mio through a comprehensive marketing strategy that includes campaigns across social media, print, digital platforms, and influencer partnerships. By leveraging these channels, we aim to connect with a wide audience and engage them with the brand. Follow Creative Conceptions on Instagram or LinkedIn for exciting updates as we roll out these initiatives!
Why do you think consumers will choose Sei Mio over other brands?
We hope consumers will choose Sei Mio quite simply as it offers high quality at a great price. The attention to detail and luxury feel in every product combined with a product they can truly rely on, offering both durability and elegance. Our branding is not only attractive but also approachable, making it appealing to both newcomers and seasoned bondage lovers. We want everyone to feel comfortable and confident when purchasing, without any intimidation. Sei Mio is all about creating a welcoming and luxurious experience for every customer.
Have you considered courting authors and filmmakers and inviting them to include Sei Mio products in their work?
We are definitely considering expanding our affiliate and placement strategy over the coming months. While we’re exploring opportunities with authors and filmmakers, we also have some exciting OnlyFans stars and TV doms lined up for potential collaborations. We’re looking forward to how these partnerships might help showcase Sei Mio products in unique and engaging ways.
Finally, to launch a range of 34 products under a new brand is an ambitious move, for anyone, when you could have dipped a toe in the water with, say, half-a-dozen items. Is this how things are going to be at Creative Conceptions from now on: go big or go home?
With over 20 years of experience as a distributor, we have a clear understanding of what customers want and what works in the market. This extensive market knowledge has given us the confidence to launch a large range of 34 products under Sei Mio, knowing we’re offering exactly what our audience is looking for. While not every brand launch will be as ambitious as this one, bondage is a category with so many unique products to explore, and we felt this was the right moment to introduce such a comprehensive collection.
An example of a Sei Mio social media banner for retailers
Retailing in 2025 and beyond
Lao
Tzu famously said, “Those
who have
knowledge don’t predict,
and those who predict don’t have knowledge” but we still asked Paul Smith to take a speculative look forward to the 21st Century’s second quarter…
As we roll into 2025 full of high hopes and mixed expectations, what challenges and opportunities for retailers and the wider pleasure product sector may be just around the corner of tomorrow? I should point out I’m only doing a Michel de Nostredame (1503-1566, usually referred to as Nostradamus) impression. I don’t have a mate who used to live in 2048 teaching English to the invading hordes of lizard men, a crystal ball, or a knack with tea leaves. I do have experience of the past, a fair feel for the present, and a balance-of-probabilities approach to anticipating the future though. Plus I googled for some extra ideas. It’s a game so please rate how I did in a few years by holding up a number on whichever social media platform has survived The Great Readjustment. If the following helps you futureproof your business, it will have some practical value.
Some likely changes won’t be specific to our industry but may impact it a disproportionate amount. The status of cash, for example, does hit industries which rely heavily on ‘paper money’ more than others. The pandemic did make that point and the number of businesses no longer accepting cash for payment rose significantly. Others will follow and a growing dependence on card and phone payments – especially
contactless ‘tap’ transactions – disadvantage those for whom the anonymous nature of cash is a useful feature. So, drugs dealers, tax avoiders, and anyone buying or selling intimacy products.
It won’t happen all at once. First the currency’s very lowest denominations will be physically phased out. This is already happening in some territories and when the sky doesn’t fall in, others will follow. Individual businesses will continue to look at the costs of handling cash vs. the lost trade if it were to be abandoned and when the cost scales swing towards dropping cash, then cash will be dropped. Its production is costly, its security is questionable, and its physical longevity… ok, so with plastic notes the washing machine is no longer the nemesis it once was, but over £412m is dropped in the UK per year, according to The Sun. I know my car seats are worth £5+ more than they should be… Cash is also regarded as a conduit for disease, a hassle for banks, and a legacy feature of a bygone age, if you work for Visa.
In a related move, I expect a global digital currency to emerge shortly, reflecting how interconnected the global economy has become. It’s a lot simpler and doesn’t need to supplant existing national currencies, plus it doesn’t carry the cultural impact of a global
language, to pick another, longer-term, example of likely change. I’d say progress, but I know many people wouldn’t agree.
So, does your EPOS system allow you to take payment in more than one currency? More users means more stability for a currency, which is something the 21stC could only use more of. Money is evolving; don’t fear change. It’s a homonym.
Selling the sizzle
Passion and excitement, surprises and glamour. It’s selling the sizzle not the sausage, but many mainstream retailers are already doing this with store environments which make visiting part of the fun of a purchase transaction. Shopping for sex toys should
be something that gives a tingle, and it is difficult to reproduce a buzz of naughtiness online. Focusing on physical retail, home delivery is already offered by many stores, making use of the army of backbox-wearing cycling heroes out there, and the appeal of instant gratification isn’t going away. Thanks to the combined forces of laziness, need to put on clothes before going physically shopping, time-lag in ordering online ‘in the classic way’, and the ‘I want it now!’ demands of horniness, using these services for delivering pleasure products – or consumables, bondage items etc – is going to become more commonplace.
Display features are also evolving. It was enough to pop a box on a shelf once, but now that shelf needs to be back-lit to highlight the store’s brick walls, while
creating an edgy atmosphere of excitement and perhaps, the spicy overtones of danger. Or a display needs a wrap-around LG video screen to draw folks over; something I noted in a branch of Curry’s (chain of electrical warehouse stores) recently. Screens giving product explanations are no new feature, but as consumer demands for clearer info on ever more complex pleasure products grows, so will their use. Perhaps in a picture frame, to give a little touch of class. Or following you around the store on a mobile base –something I’ve seen demo’d in the white-hot forge of technology that is Milton Keynes, as well as done for real in the supermarkets of Sofia, Bulgaria.
While the online space has lower overheads, it’ll always be able to offer products more cheaply than physical retail, but the fact it’s not already wiped
Vibez Adult Boutique, bondage kit
Curry 's laptop demonstration stand
shops from the lexicon of daily life means that’s not the full story. People like to see what they’re buying and for intimate products, that stretches from trying on a body stocking to pressing a rabbit to their nose. Interaction before purchase is the prime advantage of shops, and I don’t think enough is being done to push this home. Boxes on shelves is a very 20th century approach to retail, and I predict ‘the experience’ of shopping will increasingly become more sociable and more entertaining. You’ll have folks posing with your bondage mannequins for Instagram photos before you know it. Actually, ‘experiences’ are everywhere. From F1 simulators at shopping centres, to upside-down houses (more photo ops), to The War of the Worlds, being captain of a spaceship (recently launched in London) or Taskmaster Live. You can’t easily trash an experience’s
margins by offering a cheap version online. If answering a dozen questions on a screen will get you a targeted list of suggested products, that’s of benefit to both consumer and retailer. Building a relationship with customers, and developing a bond of trust, is absolutely critical for offline stores. I could even see the adult industry adapting to closer ape the ‘street food’ trend of recent times, with a ‘we go where the customers go’ attitude. Imagine having a fold-out store of not-too-saucy-for-the-setting on wheels (it’s what e-cargo bikes were made for, surely?) which could be deployed to festivals, swingers’ conventions, and other gatherings of open-minded adults. Could a van selling sex toys appear among the wooden cabins of a Christmas Fayre? I think yes, with a fold out side with not-too-full-on products (xxxmas lingerie?) as well
Regulation, Soho
as more phallic offerings inside. ‘Enter via the Rear’ signage, with logo and web address, is just made to be photographed and shared online.
AI offers both on- and offline retailers an opportunity, with customer feedback being, er, fed back into the algorithm to better suggest gift ideas, product suggestions, or even (with caveats) medical advice. As I write this, I note Argos is using an animated dinosaur called Trevor to help people zero-in on the perfect present to give for Christmas. This could potentially be the theme of its own article (AI girlfriends/boyfriends being unsophisticated now, but a danger to real relationships later), but I’ll simply add many people are happier dealing with machines than other humans. Self-service tills or vibrators, sometimes machines are just easier to get along with. There’s no judgement, no awkwardness. All those people you see wearing large headphones in public which seems like an invitation not to interact with them? Exactly. Telling a machine you like butt toys is always likely to be less confessional or stressful than telling a smiling sales assistant.
Locations which were previously inaccessible to most adult retail – shopping centres and High Streets/ primary shopping areas – are likely to have landlords and local zoning authorities take a more relaxed stance. With some units already standing empty for years or even decades, I predict a significant change in governmental attitudes to redevelopment. Even with a growing population, if shops aren’t going to come back into fashion, then their space would be better used for something else. That might be entertainment of some sort, or possibly further food/drink outlets, but housing would likely generate more income for building owners. Growing populations is an interesting topic as birthrates in the west continue to drop, meaning the issues Japan has been dealing with – basically an aging population requiring more support, with fewer youngsters to do the work to support the economy –are becoming of more concern across Europe. Imagine a half-empty shopping mall. The management have been hoping for a change in their fortunes since the financial crash of ‘08, but with most department stores closing at some point you look at your floorplan
and pull out the red pen. Move all existing retailers to the ground floor and get gutting. Six months later you’ve 120 new flats, with easy access to stores and food retailers, parking close by, and a smaller shopping centre which looks much busier, with far fewer empty units. This is already happening in the US, I note. Again, as I was typing this article I saw a news story on it and knew my bit of speculation has solid foundations.
A foreign country
The future is a foreign country; they do things differently there. LP Hartley wrote something similar in 1953, at the start of The Go-Between. I say the past is exposed and can be studied. It’s a useful guide. It’s the future which is stranger and because it’s hidden,
scarier. Preparation, adaptability, responding to trends; anything that keeps your business forward-looking is the shock-absorbing, bump-flattening stuff of smoothing the way.
Evolving e-commerce, customer analytics, the personalisation of the online shopping experience, drone delivery (I’ve been watching autonomous vacuum cleaners, mowers, and wheeled delivery robots go from fantasy to frequent reality), nested distribution, what quantum computing means for cyber security (nothing good, as it renders encryption basically irrelevant – paper records might be making a big comeback!), and augmented reality (AR) – along with ever-improving VR – are all here, nearly here, or dangerously close. What they mean to us is nothing compared to what they’ll mean to the next generation.
The current big change for manufacturers is the adoption of USB-C as the world’s standard for charging small stuff. Principally phones, but anything and everything from head torches to cameras to toothbrushes. Toy design will adapt. Waterproof stuff will probably switch to wireless induction charging. Legacy manufactures – those names we’ve known since the ‘80s and before – will continue to face the challenge of start-ups and upstarts which shake-up the industry periodically. A history of survival is a good sign, but any laurel-resting is harshly punished when a game-changing technology or approach to marketing sexual enjoyment comes through like a tornado. Certainly heritage fashion brands have needed to appeal to consumers in new ways as ‘fast fashion’ expanded beyond cheap T-shirts in the ‘80s and ‘90s. I’d not try to argue brand value is comparable between Louis Vuitton and Lelo, or Chanel and CalExotics, but there is scope for adult toy brands with a long history to make more of it, if only a museum section to their websites, or loaning some historic products under plastic domes to stores. Gen Z consumers do love the 8-bit, analogue, mechanical aesthetic of a past only Gen X and older folks personally remember.
Colourful monster (by nature more than size) dildos are a trend for people who grew up with cosplay and toys are taking advantage of the rapid advancement of battery tech. This means smaller, lighter, cheaper, longer lasting, faster charging, less environmentally damaging and more reliable pleasure products, in theory.
Robotised warehousing will become more accessible with smaller solutions at lower costs (bad news for warehouse workers, good news for retailers and consumers, with fewer mispicks) and as tough as things might become, thanks to the big boys continuing to get bigger, we can all be grateful not to be travel agents. Tech disruption has also hit accountants, print media, translators, many office jobs, taxis, hotels/B&Bs, the postal service… In many ways, the pleasure sector has actually benefited from recent challenges (Covid-19 boosted business, while so many other industries suffered) so it would be wrong to suggest every challenge is a problem when many are opportunities. So, step up, step forward, and claim the future as your own!
Simply Pleasure, dildo display
Formula 1 Simulator
In memoriam: Dean Elliott
On 30th November 2024, the industry was shocked and saddened to learn that Sliquid founder and CEO Dean Elliott had lost his fight with cancer.
With the passing of Dean Elliott, aged just 59, the industry has lost a pioneer, a larger-than-life character, who will be greatly missed by all who knew him – but never forgotten.
Dean is survived by his partner, Cynthia, their two children, Lukas and London, his sister, Doriane, and
Elliott founded Sliquid in 2002, initially offering just two SKUs. Over the next 22 years he grew the company to its current position, where its product range consists of over 100 SKUs, spanning six collections.
Sliquid released the following statement honouring its founder, which we are reproducing in full: Born and raised in New York City, Elliott was part of an entertainment family. His father, who he was deeply connected to, was a storied jazz musician; his mother was a beautiful and talented actress and business manager. His early work life started in the 80s, holding court as a bouncer at the fabled Manhattan nightclubs, Studio 54 and The Roxy. Dean inherited his parents’ talents, garnering a love for the entertainment industry, even experiencing his own brush with movie stardom when he was cast in the ‘80s cult-classic breakdance film, Beat Street. Elliott could easily be described as the quintessential New Yorker. He was loud, with an instantaneously recognisable New York voice that often entered the room before he did. That bombastic voice would eventually lead him to a thriving career as a voiceover actor, securing a long-term contract as ‘the voice’ of Atlantic Records. His effortless talent earned him a plethora of voiceover spots with brands like Volvo, WWF, AMC Theaters, and even the narrator role in the MTV cartoon comedy series, Spy Groove. As reality TV began to dominate the television landscape in the ‘90s, Dean saw an opportunity to expand his career. Under the visionary guidance of his company, Production Cargo, he found himself navigating location logistics, including security, medic, and transportation for a variety of
It wasn’t until the early 2000s that he married his beautiful wife, Cynthia, who shared a passion for scuba-diving. Little did he know, this relationship would inspire his greatest accomplishments. Together, Cynthia’s career in consumer products and Dean’s incessive drive for problem-solving conceptualised the need for re- invention. Enter, the lubricant market … As stated in an XBIZ Premiere profile from 2020, he didn’t like that it was hard to understand the ingredients on the back of lube bottles. Already feeling like it was time to reinvent himself, he said, “You know, let’s come up with a cleaner and greener way of doing these lubricants.” This is where his entrance into our industry takes place, and his legacy brand, Sliquid, begins.
Starting with meagre resources, Elliott began his pleasure products career in a combination of two locations, neither very glamorous; a 400 sq ft. one room office space, and his traveling sales office, which was simply the trunk of his car. Every day he would load his trunk with cases of Sliquid and head out on cold sales calls with the goal of not returning home until the very last case of that day’s run had been sold. In no time at all he was taking orders from stores that he was unable to fill on the spot.
His determination to succeed in solving that pesky ingredient problem has been realised over the past two decades that Sliquid has been in operation. With his savvy business mindset and ability to connect with people, he built himself and his family a strong and flourishing business.
Dean was a force of nature wherever he went. His love for people and their stories was endearing. He never met a stranger, only a new friend. Dean was also a champion of women’s rights, animal rights, and human rights. He was a trusted friend and ally to the LGBTQ+ community.
As remembered by his loyal staff, “You couldn’t accompany him through airport security, or even the grocery store, without someone yelling his name in excitement to see him. He knew everyone, from the person checking for lube in his suitcase to the person that helped him find snacks at his favourite Costco.”
Colin Roy, Sliquid senior VP and the first employee to be hired by the company, said: “Dean Elliott’s presence will be deeply missed—by his family, by me, and by the industry he cared for so passionately. Dean was the kind of person who always remembered your name, your accomplishments, your struggles, and had a story to share for every moment. He had an incredible love for people, a deep compassion for animals, and a vision that shaped a legacy brand built on that very love. I can only hope to honour his vision and guide it forward for another 20 years. Dean, I love you, man.”
Friend to both Dean and Cynthia, Michelle Marcus campaigned for the Sliquid brand before eventually joining the team in 2009, as the director of sales and marketing. “It’s difficult to summarise a family-ship of nearly 24 years in just a few words. Dean always pushed me to be my best and presented me with new challenges. He was always present for the important moments in my life, like a sibling. His presence was magnetic, and his passing has left a huge hole in my heart. I will honour our friendship and his contribution to my professional accomplishments by continuing to help grow and build this company, as he envisioned it. Dean was and will always be loved by ‘the girls’ and me.”
Dean was so much more to me than just my boss,” said Erik Vasquez, Sliquid VP of marketing. “He was
a father figure to me. He believed in me when I didn’t have the courage to believe in myself. I always thought of him as the ‘Mayor of Anytown, USA’ because no matter where he was, he made friends with the people around him by shining his mega-watt light, that was his personality and heart, directly on them. Though that light has dimmed, I believe the warmth he casted on the ones who got to stand in that light will last a lifetime. I’m going to miss my friend, dearly.”
Sliquid co-founder Cynthia Elliot said: “As co-founder of Sliquid, I am deeply honoured to step into this new chapter of leadership and carry on Dean’s vision for innovation in this space. I want to take a moment to thank you all for your unwavering commitment to our company. Looking ahead, we will continue to build on the strengths that have made Sliquid a leader in our industry. Together, we will continue to adapt to the evolving landscape, while staying true to our core values. Our top priority is to foster Dean’s wishes by continuing forward with business as usual, in this sombre time, as we honour his dynamic persona adored by us all.”
More tributes came from other areas of the industry:
“Dean was more than just a client; he was a friend. Over the past 20 years, I got to know him well, and he often reminded me that I was the first person he met in the business. That connection turned into a bond I’ll always cherish. Dean had a larger-than-life personality, unmatched passion as an entrepreneur, and a genuine love for everything and everyone around him. His energy and friendship will be greatly missed.”
-Sara Ramirez, XBIZ
“My relationship with Dean began at the very inception of Sliquid. Over the years, we built that business relationship into a beautiful friendship. Dean was an inspiration in how he handled himself these last couple of years. He fought intensely and was committed to living his life to the fullest while still being there for his friends and family. Dean was indeed one of a kind, and he will be missed dearly.”
-Ken Sahn, Holiday Products
“Dean called me his brother. We had a bond that was like no other I’ve ever experienced from another person and that’s because Dean was unlike anyone else. He was reliable in every sense of the word. And that means a lot. He was a trusted friend and business partner- but not just to me, to so many. I know that I’m
grieving with all who knew him in our industry- and we all feel the devastation together. But I also am so filled with gratitude for all the joy, humour and inspiration he provided all of us. I will miss you, my brother. Forever.”
-Buck Angel, Buck Angel Entertainment
Dean was, of course, larger than life. He was a New York City guy at heart and never missed the opportunity to hangout when he came to town. Dean was truly family to the SheVibe crew, and we were all fast friends from day one. We shared stories and hardships and had more fun than anyone ever should. Dean embraced my brother and my daughter as family too and I only wish we had more time to spend together. We always referred to each other as brother and today I feel as though I’ve lost one.
-Thor Mikelic & Sandra Bruce, SheVibe
“Dean was a person that would make an everlasting impression on you when you met him. He was a tough businessperson with a good heart. Always there with a smile and a big hug. He fought to the end, and I will never forget him. Rest in peace, Dean.”
-Wanda Garland, Eldorado Trading Company
“Even while going thru his incredibly hard-fought battle, he seemed more interested in talking about how proud I must be of my son being in the industry. He made Casey and I always feel special. We can only dream of living life as full as Dean did.”
-Joel Kaminsky, Good Vibes
Dean was a pioneer in our industry, but it’s the type of friend he was that comes to mind first rather than just his success in business. Every time I talked to him, he said something that made me feel good about myself. He knew how to build people up and do it in a way that felt authentic. People like that are rare to come by. He truly was one of a kind and I will miss him.”
-Casey Kaminsky, Good Vibrations
Dean was a truly great person. He may seem like a tough person on the outside but he’s soft in the inside. He embraced everyone with open arms. Not only was he an industry colleague, an Aneros partner but more importantly, a friend. We will truly miss his charm, sarcastic jokester, ally for the community and his warm heart.”
-Brent Aldon, ANEROS
Many may not know this, but Dean was the first person Brian and I met when we entered this industry.
He was welcoming, kind, helpful and passionately enthusiastic about his work. Who knew way back when that we would become fast friends who our kids would soon call Uncle Dean. We will miss you dear friend, rest peacefully knowing that the wonderful team of people in your Sliquid family will continue to do right by your legacy and the wonderful products you created to enrich people’s lives in a healthy and animal loving way.”
-Suki & Brian Dunham, OhMiBod
Dean was not just a business partner; he was also a friend and the brother I never had. He was larger than life and with an over-the-top personality that drew people in. Though he may no longer be with us, the impact he made will resonate in our hearts forever. God speed, brother.
-David Massa, King Daddy Toys
“Dean was one of the most remarkable people I’ve ever known. A giant personality, he lit up every room he entered, always glowing with positivity, warmth, and humour. He had a genuine interest in what you had to say—your life, your friends, your family, your latest stupid business idea… he always made you feel like you were the most interesting person he had ever met. He was funny (very!), kind and compassionate. We shared so many fun times together, and I will miss him terribly. My heart goes out to Cynthia, Lukas, London, Doriane, and the entire Sliquid family. There will never be another like him. What a man. What a loss.”
-Neal Slateford, Lovehoney Co-Founder
Dean was a one-of-a-kind guy, always quick with a smile and handshake or a hug whenever you ran into him. He always stood out at trade shows in a sharp looking, and sometimes flashy sport coat, that style he had was so strong that every time I see a flashy tailored sport coat I think of Dean. I think that shows how Dean just had a wonderful charismatic style to his personality that left an impression on those around him. Dean will be dearly missed, and I am sad that he and I will not get our redemption ski run at Crested Butte. Life can be fleeting but live it up and leave a positive mark on those around you like our friend Dean did.”
-Preston Garland, Eldorado Trading Company
Social Intercourse revisited: LinkedIn and Reddit
Tabitha Rayne continues her updated series of ‘social media for the adult biz’ articles by investigating how brands can be successful on LinkedIn and Reddit...
I’ll be honest with you—I’ve never liked LinkedIn. It always felt to me like a corporate stuffy bragging stage. On top of that, myself and several of my other adult biz colleagues and peers fell foul of the old censorship spectre. I naively thought that owning a legit business meant you could advertise anywhere… and so I tried and got instantly banned. The problem is, it’s very hard to shake these things once you’ve been labelled a sexy baddie. You also can’t use any sort of pseudonym with LinkedIn so it makes it very hard for business owners who need a level of anonymity to build their brand online. I avoided it for many years, only tentatively checking in now and then and scurrying off before anyone spotted me.
So can you imagine my actual astonishment when I found out the young team LOVE LinkedIn?
Amari Leigh, who I spoke to in the first revisit of Social Intercourse, really rates it, and so do many others. I tried to ignore this news but when more and more people started to join in, I had to pay attention. In the last issue of Social Intercourse Kalila Bolton from SheSpot left us on a cliffhanger by saying LinkedIn was one of the socials we should be using. So naturally I’ve asked her to expand…
“SheSpot posts are really well received on LinkedIn and can often achieve a broader reach than other social media platforms.” Kalila says. “The positive reception we get is driven by the amplification of posts via our existing LinkedIn network. Most of our network connections are already aligned with our brand values, support what we’re doing and are therefore happy to support sex positive content. When someone likes or comments on a SheSpot post, you can then see a ripple effect over several weeks to their respective connections—who in turn like and comment, and so on. This long chain of reach is much more prevalent than on Instagram, where engagement usually centres around existing followers and tends to dry up after a couple of days.”
Kalila cautions that they might not have generated the same engagement without their large supportive list of connections before they came to LinkedIn and also offers advice on content: “We tend to find announcing business success, e.g. awards, investment or press feature, gets the best response and reach. If we post about topical issues like the stigma around women’s pleasure, or our brand mission, we really notice a reduction in comments specifically. Given LinkedIn is technically a ‘professional’ network, this is probably to
Tabitha Rayne
Kalila Bolton, SheSpot
be expected. I think quite a few people don’t want to risk engaging with sex-related content when they’re representing their employer, or in the knowledge that colleagues or clients might see their activity. There’s still some way to go before these things stop feeling taboo. To avoid getting restricted, or worse, totally banned, I’d recommend limiting the use of words and hashtags that describe sex acts as much as possible. The LinkedIn content rules are vague so it’s worth staying on the safe side. We’ve been fine so far using terms like ‘sexual wellness’ or ‘intimate wellness’, and often focus our content around shedding taboos and stigma in a ‘restricted space’, or how we’re championing ‘FemTech’.”
Personal posts can have five times the reach of corporate content. To capture this traffic Kalila advises how to successfully share your company content: “Create a fresh post, not a re-post, on your own page too and watch the engagement fly!” And with SheSpot, fly it does. “We’ve definitely seen an uptick in traffic to our site via LinkedIn, especially when we tag larger partners e.g. when we launch a new brand partner on site who has a different audience. Even on a professional network like LinkedIn, every connection is a potential customer so naturally engaged people will take a look at your site.”
Kalila recommends adding a personal touch to your content and asking staff to post too to maximise reach. “LinkedIn is noisy, so it takes authentic, interesting content to cut through. It’s especially valuable if you’re a start-up brand with a great story or feel you could be a thought-leader in your industry. People often come to LinkedIn to learn—so if you’re contributing something of interest, you’re more likely to have success!”
Attracting your tribe
Cindy Gallop the trailblazer and CEO of Make Love Not Porn told me she too is amazed to be such a huge fan of LinkedIn: “I am, quite frankly, gobsmacked at the amount of incoming investor interest I’ve had on LinkedIn. If you’d told me 10 years ago that one day I would say, ‘I’m all about LinkedIn’ I would have laughed
in your face. Today—I’m all about LinkedIn.” She says that while posts about her business can get buried due to LinkedIn algorithms, the sheer amount of time she spends posting and engaging with others makes her magnetic. “Investors reach out, out of the blue, saying, ‘I see you’re raising funding—I’d like to talk,’ or ‘I’m intrigued, tell me more.’ LinkedIn is my single biggest investor lead generator. The LinkedIn algorithm works better and more effectively than on any other social channel—because when you post on
LinkedIn, everybody in your network sees it. When someone likes your post, everyone in their network sees it. You can get the word out about what you’re doing to far more people on LinkedIn than you can anywhere else—and attract your tribe to you.”
Cindy is banned from advertising on Twitter, Reddit and even LinkedIn which is ridiculous when you hear how much success she’s found finding investment there—you’d think a platform would want in on this lucrative opportunity.
Lucy Robinson, head of marketing and communications at Creative Conceptions and Skins Sexual Health, reveals they too are big fans of LinkedIn.
“People like to buy from people,” Lucy says. “I find that LinkedIn offers a platform for you to put faces to names, to celebrate each other’s successes, and build stakeholder relationships—you begin to know, understand, and trust the people that you’re engaging with. At Creative Conceptions, we have encouraged our team to be more active on LinkedIn and to network with people in the industry. LinkedIn has been brilliant for us to reach a B2B audience, connect with buyers, invite them to follow our business page, and share product updates with them. It is also a platform where you can educate your audience about products and trends, for example, about the importance of condom use. Plus, we’ve also made some great new hires through LinkedIn’s job posting section—wins all round!”
I can personally vouch for finding the CC’s team’s content warm and engaging, they make it look like a wholesome happy place to work which in turns gives you confidence to trust them in business.
Cindy Gallop, Make Love Not Porn
Skins Sexual Health and Creative Conceptions LinkedIn pages.
Lucy Robinson, Creative Conceptions
Lucy adds: “LinkedIn has been our most successful social media platform this year, and we’ve had sales from both new and existing customers who have seen us posting about promotions. In the adult industry, we’ve had content taken down, reported, and shadowbanned on other social media platforms, but so far, LinkedIn has allowed all of our content—albeit we try to keep things a little more professional on there.”
Lucy Rowett, a sex and relationship coach echoes this sentiment.
“Forming real relationships with people is a marketing trend that will never go out of fashion, no matter what the social media experts say,” she says. She addresses
my initial reservations about LinkedIn with “You’ll find most people on there get really put off by corporate swaggering and showing off, so you have an advantage by being more authentic and prioritising relationships first. That means finding other people in our field and genuinely interacting with their posts. Focus on people that you genuinely admire, like, and respect, and post a genuine comment. That way you are less likely to burn out online, and also because so many people are tired of superficial connections. LinkedIn is best for finding collaborations, which can do far more for building an audience than paying for ads. I highly recommend building as many connections and collaborations as you can. Building these relationships—be it by co-hosting workshops, doing interviews, or just liking each other and referring people each other’s way—is always a great business idea.”
Back off, pitch!
Lucy’s golden rule for authenticity and relationship building is to never send a DM pitch as soon as somebody accepts your request to connect. A comment on a post or other interaction goes much further.
Lucy finds that answering questions on forums like Reddit helps cement your reputation as an expert in the field. “The key is never to pitch, it’s to genuinely be of service and give advice. The point is that you’re not just answering that specific question—it will be read by anybody else who finds the post too. This way you build up more authority as an expert in your niche. It can take some time but think of it also as a great way of finding out what questions people are asking and how you can solve their problems.”
Speaking of Reddit, some of the biggest spikes in traffic to my site have come when someone has shared a link there, or better still discussed my products. Leea Tatarski, social media expert and co-founder of NomiWave helps adult businesses navigate Reddit. She told me that while she’s seen some adult brands advertise there, it is, as ever, a grey area so advises using the platform more creatively. “While working with the brand Kiroo I learned how to successfully apply affiliate marketing on Reddit, using sex toy reviewers and influencers,” Leea says. “I remember seeing a lot of competitors trying to recreate our work, and I felt proud we kind of set a new Reddit trend amongst sex toy brands. I’ve seen great results with Reddit AMA’s [Ask Me Anything] where I organise and manage these kinds of events. Since founding NomiWave I started working with a variety of adult brands and content creators, and I can say that every project keeps surprising me. Each community (subreddit) comes with its own personality, and because the members are anonymous, it makes it all extra special. People can be themselves and what keeps them together is the mutual appreciation for the brand / creator.”
Now here’s where your homework begins, Leea advises that to make a success of using Reddit you need to open an anonymous account and start investigating for yourself: “Reddit is a social media platform like no others. You need to learn the space before you engage using a brand account. You need to learn the difference between an account and a subreddit, how a subreddit is structured, learn
about karma points and other important metrics. It’s important that the brands I work with understand what I am talking about when presenting monthly results. So how can brands navigate the space? Learn the platform and test test test while always respecting the subreddit rules, especially because direct advertising is usually not allowed.”
I honestly believe that Reddit can be a goldmine for adult brands, but it is quite daunting to navigate, so I would definitely advise using the experts.
Another LinkedIn enthusiast, Amari Leigh, has seen her sex positive business, Admin by Amari, thrive this year and is already hiring staff. “Initially, I didn’t think it would be so successful, as discussions about sex are often not seen as professional,” Amari says. “For me, LinkedIn works well because, at the end of the day, I run a business. Whether it’s in the sexual wellness space or not, it’s still a business, and LinkedIn is designed for professionals to connect. I’ve found success by networking and interacting with the right people—those who are genuinely interested in my work and industry.”
During my time researching this series, I have paid more attention to my LinkedIn and far from the impression I had of it being competitive and strictly corporate, I’ve found it to be warm, supportive and genuinely engaging. People share personal thoughts threaded into business chat and successes are enthusiastically celebrated. The sheer volume of adult business professionals using these platforms must surely be helping to shift the pendulum to being more accepting of our legitimacy and sincerity and allow us to advertise.
By sharing ‘tame’ posts on your business page, you can spice it up and make it fun and enticing to your network when you repost to your personal profile. Looking at the people behind the businesses is definitely what makes it all tick. I’ve enjoyed watching office banter from staff at CC on their personal page and I have to say… I think I might be a LinkedIn convert…
Leea Tartarski, NomiWave
Amari Leigh, Admin by Amari
Lucy Rowett
Business to business: Effective interviewing
Any serious candidate will thoroughly prepare for an interview but, Adam Bernstein argues, the person doing the interviewing should be even more prepared in order to avoid hiring the wrong person and letting the right one slip away…
Managers often consider themselves to be excellent interviewers, adept at sniffing out lies and discovering the real person before them. However, while some may indeed be a truth-hound, the reality is that many might benefit from a little humility and some guidance on how to do better. So, what is the optimal approach for conducting interviews? How should managers ensure that a fair and impartial process is followed? And how should they extract the information they need from candidates to make well-informed hiring decisions? It should be remembered that becoming a master of effective interviewing is an essential skill for any manager. Anything otherwise won’t let them get to know the candidate before them or assess their suitability for the role and its requirements, and nor will it let the manager evaluate the candidate’s compatibility with the organisation’s culture.
Recruitment is expensive in terms of cost and management time – not to mention that a failed hire is unfair on the candidate. Getting the interview process right can pre-empt many potential future issues. It follows, then, that to master the art of interviewing, managers need to prepare, invest enough time, and understand how best practices to run an interview.
Preparation is everything
Going into a meeting or the like ill-prepared; we’re all guilty of this from time to time and the results are normally the same - we either don’t get the best result we could have achieved, or we leave with egg on our face. The same applies to interviews.
The only solution is to make sure that the manager has taken time to familiarise themselves with the job being interviewed for and its specific requirements - well in advance.
This means investing time to understand the job, its responsibilities, the experience that a successful candidate needs to succeed along with the key skills that the ‘perfect’ candidate should possess. With preparation, interview questions can be formulated. When asking questions, local laws may make it illegal for employers to discriminate against an applicant, either directly or indirectly, on the basis of any protected characteristics it outlines. These might be age, disability, gender reassignment, race, religion or belief, sex, sexual orientation, marriage and civil partnership, and pregnancy and maternity. Asking questions about these elements of an individual
could lead to a legal claim unless there is a genuine occupational requirement (such as hiring a person of a particular sex because of the nature of the job and for reasons of privacy and decency). Regardless of the law, it makes sense to avoid asking about such questions anyway.
Don’t be biased
Gone are the days when employers could be biased during the recruitment process. Today fair interviews with objectivity and impartiality are central to getting the process right. To achieve this, managers and those interviewing must be trained to recognise and eliminate unconscious bias. This is defined as the holding of attitudes and beliefs towards groups of people that are so ingrained that they become unconscious and so lead to discriminatory views and actions.
Bias exists in all of us, but it can be removed by using what is termed ‘blind recruitment’ where any personally identifiable information - names, age and sex – is removed from job applications and CVs. By doing this each candidate will be assessed purely on their qualifications, skills, and experience, rather than on factors which may lead to discriminatory decisions.
Don’t interrogate
The whole point of an interview is to garner information about the candidate so that the interviewer can establish if the individual has the right skills and aptitude and will fit into the business. It follows then, that an interviewer’s questions should cover what the business really needs to know – that is, the candidate’s technical skills, soft skills, behaviour, and cultural fit.
So, when devising questions, it’s important to keep questions simple, avoiding convoluted or long questions. Instead, it’s better to put open questions that lead a candidate to elaborate with detail about their skills, problem-solving abilities, experience, and motivations.
It’s also worth giving candidates challenges to resolve based on real or hypothetical situations to see how they problem-solve.
At the same time, it helps to understand a candidate’s long-term career goals and the future that they want to see within the organisation should they be successful. How do their ambitions match those that the employer can offer?
Similarly, interviewers should pay attention to the candidate’s responses, looking for inconsistencies, and probing deeper where a response doesn’t add up or if more detail is needed.
Consideration should also be given to their communication skills as this is fundamental requirement in many roles. Here it’s worth examining not only what they say but also, how they say it. In other words, are they able to communicate information articulately? Can they outline a complex matter in simple terms?
Shut up and listen
The art of good conversation isn’t so much about talking but rather, about listening. In an interview situation, close attention needs to be paid to both verbal and non-verbal communication – both are
EU law on equality
EU law makes plain that equality is enshrined in its guiding principles. Specifically, the Treaty of Lisbon states that “the Union shall support and complement the activities of the Member States in the [various] fields” which includes “equality between men and women with regard to labour market opportunities and treatment at work.”
EU law also states that “in all its activities, the Union shall aim to eliminate inequalities, and to promote equality, between men and women” and that “in defining and implementing its policies and activities, the Union shall aim to combat discrimination based on sex, racial or ethnic origin, religion or belief, disability, age or sexual orientation.”
Beyond the general principle of equality in EU law, six main directives protect basic equality rights in EU law. Equality rules do
equally valuable in a workplace. The interviewer needs to maintain eye contact while using non-verbal cues – such as nodding - to show that they are genuinely listening and engaging in the conversation. Interviews are not one-sided interrogations; they are a two-way process where the interviewer should probe deeper when a candidate mentions something intriguing or when a better understanding of the candidate’s response is warranted. Follow-up questions and clarification shows that the interviewer is interested.
But just as the interviewer seeks information on behalf of the organisation, so the candidate will need time to ask their own questions. Any answers given should be open and detailed enough so that the candidate can assess whether the employer is right for them.
Be transparent
Lastly, once the interview is over the interviewer should give a clear time line for the rest of the recruitment process. In other words, candidates should have a fair idea of when they can expect to receive feedback or hear back from the business.
Interviews are an information gathering exercise for all. Done well both sides will come out of the meeting with a good understanding of each other and an expectation of the direction in which the process will head.
Few interviewers are so well skilled that they get the process right every time. A little training will go a long way for everyone else.
not yet apply to childcare rights, which only give women substantial time off, and so hinder equality in men and women caring for children after birth and pursuing their careers.
Legislation bans discrimination based on sexual orientation, disability, religion or belief, age, race and gender. As well as ‘direct discrimination’, there is a prohibition on ‘indirect discrimination’ where employers apply a neutral rule to everybody, but which has a disproportionate impact on the protected group.
With this background it makes sense for employers to follow fair processes and the law throughout and observe, in particular, discrimination and data protection law when recruiting.
Ideally, and to help those actually running the recruitment process, employers should
have in place policies that deal with both recruitment and equality, diversity and inclusion.
EU law does allow positive discrimination to help disadvantaged or underrepresented groups. This can also help an organisation to be more diverse and representative while widening the talent pool it recruits from. However, care is needed so that no detriment is caused to other groups.
Generally, an applicant shouldn’t be asked about their health status or any disability they may have until they’re put into a pool of selected candidates, or the job has been offered. Similarly, employers must make reasonable adjustments for candidates during any stage of the interview process –especially if requested by an applicant.
MYSTERY SHOPPER
BRATISLAVA
Ask where Bratislava is and many people will gaze into the distance as if looking for a street sign before saying, “I’m sorry, I’m not local.” However, the capital of Slovakia – for that is what and where Bratislava is – holds multiple delights, as our Mystery Shopper discovered…
Erotic City Eros
Erotic City
Since my hotel at the edge of Old Town overlooked this branch of the Czech-based chain, it was my first target. I wasn’t thrilled by the exterior appearance, but the interior was more pleasant, with a patterned, grey tiled floor, yellow walls, and lots of Womanizer and We-Vibe around €130. €69.99 metal plugs with a variety of fluffy tails plus glass toys by the till, and Healthy Life range (“for the shy”, I was told. So, a beginners’ range) lead me to:
EC branded boxes, for Erotic City, I’m sure, are a major feature, and gave a fairly hodgepodge collection of unbranded toys a corporate sheen. For the average consumer it homogenises unrelated products, reenforces the brand, and gives the impression that Erotic City is a manufacturer. Lady Dreams, Man Dreams, and a familiar quilted look to the SM Velvet bondage range all feature. ‘Bondage Corner’ had blue display units with metal pinboard, and €120 leather cuffs. Also spotted, €129.99 for a small black silicone wand, and €24.95 for the DVD I looked at, displayed spine-on, on not-full shelves. Two members of staff, good music and lighting, lots of jiggly balls, plus a very high ceiling and Sweet Anastazie boxed lingerie all added to my enjoyment. Stock waiting to be put out didn’t. The unenticing frontage, less-than-generous pricing, bland packaging, and a lack of familiarity – quite beyond the language barrier – all left me feeling a little unimpressed as I left. Not bad, but I hoped for better as I walked to my next target…
Across town, in a somewhat boxy but modern shopping centre, I found this unusual store. It’s actually a shop-inshop, sharing a larger store with, among other things, kids’ toys. This felt quite odd, passing them to get to the adult fare. There’s also no barrier, gate, or obvious signage to separate the areas and I don’t know how I’d feel about an eight-year-old watching me select a dildo. No, actually I do; deeply uncomfortable. Beyond this feature (likely more of a worry for me as a Brit than for the average European) I loved the use of the limited space to display a surprisingly comprehensive range: Obsessive, No:Xqse, Passion, and Cottelli Collection bagged lingerie (unpriced), €40.23 Reggie anal plug, pumps, fluffy tails, Inspiration boxed bondage lines, masturbator eggs, Satisfyer lines, floggers and other BDSM items, €77 for a realistic looking dong… Dark stone-a-like flooring and wooden shelving made for a cosy setting, further enhanced by under-shelf lighting. In the minus column, no music, but I did get an approach from staff, and rather liked the ‘and 47 cents’, or ‘and 19 cents’ pricing. This made it feel like a cost price had simply had a margin applied and that became the retail price, which was oddly rather nice. It felt curiously honest and I’m sure it won’t catch on. It’s also just an impression but as a novelty, I liked it.
Compact, quirky, confident, and modern, this interesting micro-store impressed me despite its oddness.
Visiting four branches of this ubiquitous chain, this one was so different from the first it had to get featured. It’s in the gorgeous Eurovea City mall, with its magnificent glass roof and numerous circus-themed statues and. Although EC’s on the less glamourous lower retail floor, it felt locationappropriate and more welcoming than the earlier featured branch, thanks to open doors and glass frontage. A screen protected my blushes (looking at you, Eros) and I browsed €44.95 – now half price at €22.48 – weighted nipple clamps, €89.95 police quality handcuffs, Noir Handmade €99.95 fetish dresses, and more EC stuff – subtitled Royal Collection – including dolls. Private explicit playing cards reminded me of misadventures in the early ‘80s... An absolute catastrophe was a ‘display’ of DVDs, piled up on a low shelf and looking more ready to be packed into boxes and taken to landfill than actually sold. Maybe they were there temporarily, while being moved from one area to another?
Quiet, given the time of day and footfall outside, I was reminded this is a predominantly Catholic country, where gay marriage has been specifically outlawed in the constitution. Neighbouring Czechia is majority atheist, in contrast. Maybe I assume too much, but given the quality of the presentation and location, I would expect other people to be browsing around me.
Quiet too with a lack of music, I took in the glossy white stone floor, blue stands, smiling manageress, screen in the window, spaciousness, pastel butterfly graphics and general good vibes. Pretty polished, figuratively and literally.
Slovakia is not Slovenia and a rivalry exists there, not unlike the one neighbouring Austria (Vienna is only 50km away) has with Australia. Also bordering Poland, Czechia, Hungary, and in the east, Ukraine, central European Slovakia is landlocked, home to about 5.5 million, and is quite mountainous. Covering 49,000Km² (19,000 Miles²), the country was once part of Austo-Hungary, and then Czechoslovakia until 1993.
Straddling the Danube, Europe’s second longest river, Bratislava is a compact capital of around 550k souls, built around a medieval core – Old Town – but boasts modern conveniences such as a busy bus and tram network, an international airport,
and a restaurant and viewing platform shaped like a UFO atop a handsomely arching suspension bridge. This overlooks a fine hilltop castle, which dominates the old city, as well as several ancient towers. All this, yet it only attracts around a million tourists per year – mostly Germans, Austrians, and Czechs, who enjoy the country’s relative cheapness.
Intim Shop Sexxshop
My fourth stop was east of the city centre, but I enjoyed my walk along the river before swinging inland, as it were. This store’s illuminated red heart sign caught my eye and on entering I was surprised to see how compact the shop is, at around 3.5m or 10ft wide. That said, space had been well used and it didn’t feel over-stuffed, as some can.
Decent music lifted my mood as I waltzed across light flooring with some contrasting grey tiles, noting red-edged black stands, with sunken lighting, centre island in the same style, with mesh displays above. For a moment I was in the beam of a spot lamp like a deer in the headlights, but once my eyesight returned I noted a €299.90 briefcase bondage kit on the counter, and more spine-on DVDs around €14.90.
I also noted ‘Just.Good.Fun’ toys, but can’t spot them on the store’s website, so I may have made an error there.
Black and White lines from Ouch! featured cuffs among other bondage goodies, all for €29.90 each. Fetish Fantasy Series items, costumes, OVO, Sweet Smile/Smile vibrators in the €60-€120 bracket, Bad Kitty, novelties, Satisfyer display, and a nice welcome all pleased.
Compact, and not as polished as some others, but definitely an above-average experience, as reflected by its star rating. In truth, the thing that bumped it up was the humble, but appreciated, addition of store opening times to the door. Always useful.
A short walk from Bratislava’s main train station, I was intrigued by this store and descended down two steps, through the door and onto a platform, before walking down several more steps. It’s probably not completely subterranean, but it’s not far off being a cellar.
Patchy lighting with strips therefore wasn’t being augmented with much daylight – although it was dark by the time I got here anyway – but that darkness did show off the moving LED lights in the ‘windows’ outside. White walls and wood-a-like flooring made the most of available lighting, and I looked over shiny metal mesh displays as I admired Leg Avenue fetish shoes, some €120 PVC thigh boots in poor enough condition to be relegated to the bargain bin, and a bargain bin full of clearance lines, including glass dildos.
A side room held €7/€9/€12 DVDs. These were on simple white shelves in dark units, and while cheap and a good range, weren’t well displayed. A handwritten sign saying Big Bobs, next to a printed one saying Big Tits did make me smile though. Then I nearly caught my knee on a crocked shelf which stuck out at an odd angle, and the smile faded.
A chatty manageress, dolls (€39 for a Greedy GILF), €22 for a spreading plug, unlit Lelo stand, Obsessive, Chillirose, Bad Kitty, Satisfyer, €39 policewoman outfit, school ties, Crazy Bull masturbators, and metal plugs in rose gold around €17 all worked for me.
Despite Sports Direct and Tesco Express making me feel quite at home, the unusual pleasure product stores of Bratislava made Slovakia an interesting shopping destination.
Exceptional and inspiring. An impressive shopping experience.
Ticks almost all of the right boxes.
Lacking some vital elements.
Memorable for the wrong reasons.
SHOP TALK: RENEE DENYER
Renee Denyer, customer engagement manager of the multi-award winning Sh! Women’s Store, discusses a different kind of rabbit, a shocking case of phone stalking, and three different pop-up experiences…
“Please call me back!” The voice on the answerphone is so urgent I call her straight away, imagining the worst (like a lost butt plug).
“I’m looking for a Fertility Rabbit,” she says after I introduce myself. My brain tries to process - did I hear that right? I repeated her words, and she confirmed. Trying to make sense of it, I explained that we don’t stock the Fertility brand but suggested helping her find something similar. Guiding her to the rabbit vibrator pages on our webiste, I suggest a couple of mid-priced options, hoping to hit the mark.
The customer is hooting. “It’s not for sex! I want a fertility rabbit! You know, the kind that gets you pregnant!” Ohhh - a device for home insemination! Yes, it’s starting to make sense! A rabbit vibrator that you somehow jizz into, and then the recipient gets to enjoy the vibrations while inseminating themselves! Neat! “No, not for insemination!” She can barely get the words out for laughing. “It’s just supposed to help you get pregnant!” She explains: a friend had given her one of these magical rabbits, and - voilà! - she got pregnant! Now, she wants to pass on the good vibes. Sorry, what? Fertility talismans masquerading as rabbits? Way outside my expertise! I admit defeat and wish her the best of luck. It remains a mystery.
Phone stalking
Answering phones and assisting customers is a big part of my job. But lately, I’ve developed a bit of an aversion to it. Why, you might ask? Well, a truly despicable individual decided to target me for phone stalking. The reasoning behind his actions? None that I can discern - other than his conviction that I would enjoy “8.5 inches of fat cock in my bum.” (His words, not mine.)
Over 300 calls later - logged on the work landline, my work mobile, and even my personal phone - it became clear this wasn’t your garden-variety nuisance. (I suspect he got hold of my private number when I transferred the work line to my mobile while working from home.) This particular AH was so confident in his anonymity that he didn’t always bother withholding his number. When that happens, I usually call right back. It’s a strategy that often startles the caller into apologising or blaming the calls on an imaginary teenage son - because “boys will be boys, right?” Not this one. He relished the attention.
After about 250 calls and a collection of crude voicemails, I finally lost my patience and contacted the police. Unfortunately, his phone was unregistered, meaning they couldn’t pay him a visit. But, thankfully, a stern phone call from them did the trick. I understand that weird calls come with the territory, but… why? Why can’t we just do our jobs without someone heavy
breathing down the phone or creepily whispering their fantasies at us? And, genuinely curious, does this happen to men working in sex shops also? How do you handle it?
Christmas pop-ups
Our Christmas season kicked off with a sold-out strap-on class at Strapped Flinta Wonderland in Hackney, and what a night it was! The marshmallowsoft Bananapants Lippi and Luvgrind pussy grinders stole the show, quickly becoming crowd favourites. One guest even pulled a used double-ended dildo from her handbag, determined to see how it paired with a Sh! harness and a Lippi - an impressive display of enthusiasm. Flirty banter filled the air as guests tried on harnesses, fondled dildos, and sipped warm cider. It was a festive evening of laughter, learning, and letting loose! No sooner had we recovered from the wild strap-on class than it was time for the Queermas market in Deptford. Queer kings and queens in colourful home-knits braved the wet weather for a spot of indy gift shopping. Not everyone was happy, though. The person managing the market stall next to ours was not pleased with our presence, presumably because our wares were outshining hers. My attempts at being friendly went ignored. No eye contact, no smiles, and open glares at our lovely customers. Sorry babes, between handmade mugs and handmade dildos, dildos will win every time!
The last pop-up of the year was a shopping event at Tallulah Lingerie in Islington. As always, Nicola was a joy to be around. I love the way she effortlessly spreads sparkle wherever she goes! On this occasion, a dad and teenage son combo stopped by to pick up some lacy lingerie for mum. I decided to save the son from seeing the posh panties Dad chose and ended up showing him every sex toy on my table instead. In hindsight, this may not have been better, but he was very interested. Dad dropped a cool £200 on sexy smalls while cracking up at me educating his son on the benefits of vibrators and how to bridge the orgasm gap in future relationships.
Sweet Moments
I’m rooting for the Amour Sweet Moments of Joy gift box by Dreamtoys to be the bestseller for Valentine’s Day. For £49, the customer gets a blindfold, satin ties, a fluttery pom, rose petals, a small massage candle, plus a remote-control panty vibrator in the shape of a heart with a cute heart magnet to hold it in place. The box is cute and excellent value for couples wanting to try a little bit of everything without breaking the bank. The only thing I would add is a small bottle of lube because, as we know, lube makes everything better.
That’s all I have for now, but I should be able to share some very exciting news next time…
Amour Sweet Moments of Joy gift box by Dreamtoys
SILICONE VALLEY
Exploring the Future of SexTech and A.I.
Ola Miedzynska recounts her recent journey through the VR House of Erika Lust, which she describes as equal parts weird, wonderful, and unexpectedly hilarious…
Do you even remember how VR/AR looked in the early 2000s? Like strapping a brick to your face and squinting at a single point just to find some focus. That’s pretty much where the adult industry was back then when it came to ‘immersive experiences’. Content creators gave it a go with 3D and 360-degree videos, occasionally interesting, mostly pointless with a lack of tech.
Then BaDoinkVR stumbled onto the scene in the 2010s, like a toddler who’s just figured out how to walk, building a library of adult VR content. Even so, it took another decade for VR to stop being a novelty and actually become worth the hype.
And here we are in 2025, with me finding myself in Barcelona, invited to the House of Erika Lust VR Experience, being advertised as “a revolutionary immersive VR experience filled with eroticism created by the pioneering production company in adult cinema”. All I knew from Erika’s team was that it was meant to celebrate 20 years of Erika Lust Studio, in collaboration with Layers of Reality, to create some sort of augmented experience.
Promises were made, with claims that the experience offered ‘an innovative approach to adult entertainment that transcends conventional boundaries’. Naturally, I found myself wondering, “How good could it have been?” Spoiler alert: it ended up being worth writing about.
I dragged along my business partner because, let’s be real, these experiences are so much better with someone you can laugh with. Trust me, you’ll need a partner in crime for this one.
Late in the evening, under the winter skies of Barcelona, we arrived with tickets in hand. The Erika team greeted us warmly, handing over a glass of prosecco and completing the scene with BDSM-style theatrical masks, perfectly blending a swinger club vibe with a touch of elegance.
The entrance area itself was like a moody old school lounge, complete with a glowing crystal orb installation that looked like it could predict your future.
Then came the queue for the VR headsets. The Erika team kindly walked us through the basics, including my
favourite piece of advice: “Don’t sit on the imaginary chairs”. Honestly, collapsing onto non-existent furniture is pretty much my signature move, even without a headset… so, good to have the warning! But the anticipation started to build. A three-story house filled with secret rooms and interactive surprises? I was intrigued.
Once we jumped into the VR world, it was properly immersive. You could see your VR hands, navigate a 360-degree environment, and spot other participants as little avatars with floating tiny heads and random numbers. At one point, I noticed my partner (apparently Player 35) stuck in an imaginary lift. And it was weirdly delightful and somewhat satisfying, like a trippy, high-tech version of hide and seek.
Erotic ambushes
The whole concept is that each floor of this chaotic house is packed with gamified rooms full of ‘erotic ambushes’. Before you start, you’re asked to pick your intensity level: explicit, non-explicit, or surprise. I chose surprise because why not let an algorithm decide how this weird day could end? Based on that choice, the content was supposed to be adapted to my preference. The VR video integration wasn’t always top notch, but honestly, I wasn’t there to fuss.
you’re guided down a dark corridor into a massive cube shaped room with giant screens. It’s a typical immersive exhibition trick, but still. It was the cherry on top of the weirdest cake you’ve ever eaten.
I won’t spoil it, but you’re treated to a loop of expertly curated cuts from the best Erika Lust productions. And let me tell you, the editing was top notch! Light, sound, rhythm, cuts, illuminations… it was all synchronised to perfection. It was like watching a visual symphony unfold in front of you. Genuinely stunning.
One scene in particular. I cut from the Horny Beasts—a stunning fusion of sex and contemporary dance, featuring the brilliant Misha Cross. There’s something utterly breathtaking about watching this scene unfold on such a grand scale. The fact that it even exists is extraordinary in itself. Seeing its carefully curated moments projected in a closed cube, on a massive scale, doesn’t need any immersive gimmicks, it’s powerful enough on its own.
Running around a virtual house, riding an elevator made of lasers, and walking through walls were already very rewarding and much more than could be expected. The rooms themselves? Utterly surreal. Some were fully immersive, others felt like walking into someone’s acid trip or rather wet dream. At one point, there was a celestial godlike figure looming over me, doing... let’s just say ‘pleasurable things’ to itself. Upon closer inspection… I figured out it was Bishop Black. Brilliant! Everywhere you go, stuff is happening! paintings move, objects spring to life, abstract sculptures crack open, and the whole time you’re flailing your arms around or fist bumping invisible avatars (aka your fellow explorers). It’s a full-on erotic house of chaos, split into three eight-minute sessions, which, I have to admit, felt like the perfect length. Long enough to be immersive, and short enough to not question your life choices. And here’s the kicker! No VR headset headache. No VR hangover. An absolute miracle. Hats off to the tech team for that alone. The whole VR ‘House’ experience was made, a bit absurd, arty, sexy, and worth it. Bravo. But the real masterpiece? The outro. I don’t say this lightly. After the headset comes off,
But then, as I looked around the room, something hit me…a moment of clarity. You see, this wasn’t a date night for me. I was, first of all, working and spending quality time with my mate, having fun. But literally everyone else in that room was cozied up in some kind of romantic pairing. Couples holding hands, sneaking kisses, radiating intimacy. The room was dripping with that kind of energy—the ‘we’re in love or in a moment of passion and exploring something profound together’ vibe. That’s when it clicked. The House of Erika Lust is a fully VR adult and mainstream product now, polished to perfection for maximum commercial appeal. Its sensuality is packaged so beautifully that it becomes aspirational, healthy, and desirable. It’s not just a sex exhibition! But it’s sex with a purpose—educational, artistic, and provocative enough to make you think— without scaring off the masses. And for that, I have to hand it to Erika Lust’s team. They’ve created something truly valuable for the public, a project that blends intimacy, art, tech, and education seamlessly.
This wasn’t just an exhibition—it was a full-on adventure. Equal parts weird, wonderful, and unexpectedly hilarious. If you get the chance to visit, grab it. But bring someone along. You’ll need someone to laugh with when you accidentally try to sit on an invisible chair. Brilliant stuff.
Ola Miedzynska Founder SX Tech EU SXPR Agency
For more information about the VR House of Erika Lust, visit erikalust.com/house-of-erika-lust
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Isaac Fargas, CEO of EroSpain READERS LIVES:
Isaac would be the perfect dinner party guest: he enjoys a laugh, and his love of cooking means you could probably rely on him to help out in the kitchen…
What sort of child were you?
I believe I was quiet, observant and strong minded. I guess more or less like now!
Did you have a childhood ambition?
From a young age, I knew I didn’t want to follow the traditional path of ‘having a boss.’ I’ve always been driven by the idea of creating something of my own –a space where I could turn creative ideas into reality without waiting for anyone’s approval. Looking back, it’s clear that entrepreneurship was the natural path for me.
What ambitions do you still have?
I think my ambition has always been the same: to create things that I can be proud of and feel I added to it in some way. While money is undeniably important, it’s never been my primary motivator. I’m far more driven by personal growth and the thrill of tackling stimulating projects where I can genuinely add value. For me, it’s about personal progress and finding happiness in what you do, therefore it’s important to surround yourself with people that share your mentality and goals.
Do you have any plans for Valentine’s Day?
I’m terrible with all these kind of dates, so I’ll probably celebrate it three days later overcompensating trying to say I’m sorry.
The Spanish erotic sector appears to have become far more prominent in Europe in recent years, so is it also experiencing significant growth?
Absolutely! The Spanish erotic sector has seen substantial growth in recent years and still holds a lot of untapped potential. While Spain’s median income may be lower compared to some other European countries, people here have a strong appetite for leisure and pleasure products. This cultural openness toward enjoyment and wellbeing is driving the sector’s expansion. We’re confident that the market will continue to grow in the coming years as more people prioritise personal experiences and self-care.
What prompted you to start and organise a European trade show in Barcelona in 2023?
The idea came from a simple observation: many people from southern Europe weren’t attending the
existing trade shows elsewhere. It was never about competing with other shows—it was about creating something unique for this specific audience. Over time, however, it’s grown into something much bigger than we initially imagined. By 2025, it will have a truly international reach, and we’re incredibly proud of that development, even if it wasn’t the original goal. Barcelona was the obvious choice from the start: the city’s energy, beauty, and global appeal makes it the perfect spot for a show like this.
What challenges did you face, bringing an adult event into the heart of a major metropolitan city? It wasn’t easy at all—mainly because we were determined to host it right in the heart of the city, just like any other major trade show from other industries. This was non-negotiable for us, so it felt like an ‘all or nothing’ situation. Understandably, there was initial hesitation and nervousness from various stakeholders, but I have to give credit where it’s due: the team at La Fira de Barcelona were incredibly supportive. Despite the uncertainties, they believed in the potential of the project and played a pivotal role in its success. Also key was the support from our four sponsors: Shunga, Satisfyer, Tenga, and Svakom. They believed in it from the start and they have been essential in making the show what it is today.
What are your plans for EroSpain 2025? Will visitors notice any differences to 2024?
The show is bigger and more international than ever. I believe it will be the best edition so far. There’s a lot of buzz and excitement around it, and we’re introducing some fresh twists to keep things exciting and dynamic. We’re aiming to surprise visitors with new features and experiences that add even more value to the event. On top of that, we’re planning an EroSpain 2025 party that’s shaping up to be absolutely spectacular. We’re pulling out all the stops this year to make it an unforgettable experience.
How do you balance your roles, and time, between EroSpain and Dildos Assorted?
Obviously they’re both very time-consuming jobs and I have to be honest and say that it would be impossible without an amazing team behind me. The credit is a hundred percent theirs and I could not pull this off without them. I’m very proud of our team and their efforts.
Has your involvement with EroSpain had any impact on Dildos Assorted?
They’re two separate entities and my priority has always been to keep them separate. It’s essential for the show that it maintains its objectiveness and that all exhibitors feel that they’re treated fair and have equal opportunities. This means that Dildos Assorted has to be treated in the exact same way as any other exhibitor. The transparency in how we operate is very important for us. I think we have managed that and it will always be the priority of the show: equal opportunities for all exhibitors no matter what.
What do you enjoy most about working at Dildos Assorted?
It has always been a family company and in 2025 it will be our 30th anniversary. Being able to work closely with your family for such a long time has been sometimes challenging but it has been more than anything else a blessing. We’ve been able to enjoy the good times together and also face the hard times together.
Outside of work, what do you most enjoy doing? I love the outdoors and sports so playing tennis is my favourite thing to do when I have some free time. The perfect climate we have in Barcelona gives me many opportunities to do some trail walking and enjoy the nature or just a walk on the beach. And, like any good Spaniard, I love me some good food, so cooking is a passion.
Tell us something about yourself that would surprise us…
Well, most people think I’m very serious and distant but I’m very much into comedy and I like to laugh a lot. I think a sense of humour is one of the most important qualities in a person. Also the people that find me serious might be surprised when they see me driving by in my car headbanging to Metallica!
Finally, what is the best piece of advice you have ever been given?
Be generous, be kind, choose forgiveness over anger and you’ll be a much happier person.
EroSpain 2025 takes place from 25th – 27th May 2025. For more information visit https://erospain.eu
