EroSpain 2025: business meets pleasure in Barcelona
EroSpain 2025 is set to be the organisers’ most successful show to date, with more exhibitors taking space than ever before. The show floor area will be the biggest so far, yet space was completely sold out six months before the doors were due to open. Leading suppliers showcasing their latest launches will include Creative Conceptions, Fleshlight, FUN FACTORY, LELO, Net1on1, Orion, Pipedream, Pjur, Satisfyer, Scala, ST Rubber, Tenga, Tonga, and Wow Tech. In addition, around 20% of the 100+ exhibitors will be appearing at the event for the first time.
“We always work towards the goal of making the best show possible, where visitors and exhibitors have a great time but also get a lot of business done,” said EroSpain CEO Isaac Fargas. “There’s a lot of excitement around the show, and we’re grateful for that, so we take the responsibility very seriously to do our absolute best in organising the show.”
There are two parties for the industry to socialise at –the welcome cocktail party and the official show party, where the EroSpain awards will be presented – and the
organisers have introduced two new features for 2025: a dedicated app and the VIP Experience.
The app will allow exhibitors to showcase their catalogues and visitors to schedule meetings, while the VIP Experience is reserved for buyers who are prepared to commit to a series of meetings. The benefits of being a VIP include a contribution to flight costs, limousine transportation, three nights’ accommodation, and
guaranteed entry to both parties.
“Exhibitors have expressed interest in this, and it’s also something that’s done in other shows that are not in our specific market,” said Fargas.
EroSpain 2025 takes place from 25th – 27th May 2025 at Fira de Barcelona, Montjuïc, Barcelona, Spain. For more information see page 36 of this issue or visit https://erospain.eu
Tenga acquires www.tenga.co.uk
Tenga has announced it has purchased the website www.tenga.co.uk, which was previously operated by Love is Life, distributors of Tenga and Iroha products in the UK, and the Japanese brand says customers will now benefit from quicker deliveries and special offers.
Love is Life CEO Daniel Jones said: “We have greatly enjoyed and taken great pride in distributing Tenga products to their loyal fans since the brand first arrived in the UK. We have witnessed firsthand its increasing popularity and how the product range is one of the most innovative and unique in the sexual wellness space. As the brand continues to grow globally, the time is right to hand www.tenga.co.uk back to the Tenga Company and ensure that the UK fans continue to enjoy the unrivalled customer experience.”
Tenga global marketing manager Rika Adachi added: “We are very thankful for all the hard work and dedication that Daniel Jones has shown in being an authorised vendor
for the Tenga Company and it has undoubtedly been a huge success in delivering the Tenga products to our UK customers. We are however very excited to start providing our UK customers directly with our innovative products alongside the additional benefits. Consumers who buy their Tenga products from www.tenga.co.uk can now expect a quicker delivery of their favourite pleasure items as well enjoy the regular promotions and discounts that we offer on eustore.tenga.co. They will also be alerted of all new products as soon as they are launched and can expect a smooth and exemplary customer service directly from the manufacturer.”
Adachi concluded: “As one of the leading brands in Japan, our overseas sales now account for more than 40% of our total sales, and this is expected to increase in the future as we continue to bring sexuality to the forefront for everyone to enjoy and enrich the sexual lives of our fans.”
Welcome...
Welcome, and indeed “hello”! I’m Imogen Lees and I’m the brand new editor of ETO. Although I’ll be honest: I haven’t actually edited this issue – it was put together by the talented and extremely capable hands of Dale Bradford, who’s leaving these pages after 22 years to concentrate on his literary career. Good luck, Dale. Thank you for the past couple of decades, and I really hope I can build on your legacy.
Inside this issue, you’ll find our detailed EroSpain preview. If you’re serious about this business, EroSpain has become the European B2B show that you cannot afford to miss. As well as featuring just about every industry big name, EroSpain is staged in Barcelona –one of the world’s most beautiful cities.
We also see how manufacturers and wholesalers are producing and promoting products that focus on female health, considering every stage of life and making sure toys and lubes are designed and packaged to optimise women’s pleasure and wellbeing.
And in the face of myriad economic and distribution challenges, columnist Tracey Whitmore of Vibez Adult Boutique explains how UK bricks-and-mortar stores are standing together to fight back.
Enjoy this issue, and please get in touch if there’s anything you’d like to see in future editions. My email address is editorial@erotictradeonly.com.
Imogen Lees – editor
The team...
Jason Dante - Managing Director jason@erotictradeonly.com
Dale Bradford - Outgoing Editor
Imogen Lees - Incoming 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
05 News
08 Events
What’s on when.
09 Movers & Shakers
Recent industry appointments.
26 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
36 EroSpain 2025
Advertising advertising@erotictradeonly.com
Dale Bradford discovers what visitors can expect from next month’s event…
44 Easter: the fourth protocol?
Should Easter be added to the industry calendar of red-letter days? Dale Bradford thinks so…
50 Gearing up for Masturbation May
A feature about masturbation? Step forward Paul Smith…
54 Spotlight: the Snail Universe
Snail Vibe inventor Sergey Topolev talks Dale Bradford through his latest launches…
58 Sisters are doing it for themselves
May is Women’s Health month, Imogen Lees asks industry specialists what’s out there for women…
62 Pills, potions, and poppers
Paul Smith seeks out the three Ps that every adult store should be stocking…
68 Social Intercourse revisited
Tabitha Rayne looks back at what we’ve learned from this series.
72 B2B: the rise and rise of fraud
How seriously does your business take the threat of fraud?
The answer might well be ‘not enough’ according to Adam Bernstein…
74 Mystery Shopper
This month our Mystery Shopper went to the Czech Republic to check out the adult stores in Prague…
76 Shop Talk
What’s Tracey Whitmore of Vibez Adult Boutique been up to recently?
78 SiliconE Valley
Ola Miedzynska looks ahead to SX Tech 2025...
80 Top 10 Best Sellers
81 Classified
82 Readers Lives
Did you know Stephanie Seitz, CMO of INTT Cosmetics, started her first business aged 10?
commitment
orders for the full range of products. Retailers seeking further information are encouraged to visit www.1on1wholesale.co.uk or email sales@net1on1.com
Shakers
Electric Novelties has launched the Lockmaster collection of penis cages, which the company says offers styles that cater to seasoned users, as well as those new to the world of chastity play.
The cages include styles made from body-safe stainless steel and resin, and each device comes with keys and different-sized rings for beginnersfriendly classic styles.
The eight chastity devices in the Lockmaster collection range from the 4” Resin Cock Cage to the 3.75” Stainless Steel Prisoner Cock Cage that confines the penis with its fencelike design, along with constricting
Flat Inverted designs that leave no wiggle room for advanced wearers, and the Micro Chastity Cages that provide the most minimal of space.
“Each Lockmaster chastity device
New collection of willy wear from Electric Novelties Getting the horn: new additions to Unihorn collection
Creative Conceptions has added 11 new SKUs to its Unihorn collection, including seven USB Bullet vibes, three C-Horse vibes, and the dualended Narwhal.
“Building on the success of the original Unihorn range, these eagerly anticipated additions bring fresh innovation and imaginative flair to the portfolio,” said a Creative Conceptions spokesperson. “Designed to combine playful aesthetics with advanced functionality, these new products offer retailers a unique opportunity to stock products that stand out in both design and performance.”
The Unihorn USB Bullets are made from the same body-safe silicone
as the original Unihorns but their inbuilt USB port-rechargeable design eliminates the need for cables. They come in seven colours and all offer 10 speed settings.
“Packaged in sleek, space-efficient boxes, these vibrators require minimal shelf space and are perfect for stores to display either hanging or standing,” said the CC rep. “Plus, with vibrant, eye-catching designs, Unihorn USB Bullets promise to add a splash of colour and excitement to any retail display while meeting the demands of modern, on-the-go customers.”
Following customer demand for an insertable Unihorn, Creative has launched three C-Horse dual-
features a straightforward design that is easy to wear and secure with a simple two-piece interlocking system,” said an Electric Novelties representative. “Perfect for firsttimers and experienced users alike, Lockmaster offers a well-rounded assortment of styles to choose from.” For more information visit https://electricnovelties.com
Bed Nerdz has named Natasha Silverman, a sex therapist with expertise that extends into clinical practice as a COSRT-registered with a Relate and NHS practice, as its resident sex and relationships expert.
In her new role, Silverman will represent the brand in the media and on social channels, and she commented: “I’m delighted to partner with Bed Nerdz, a brand that goes beyond luxurious products to normalise conversations about pleasure, connection and selfdiscovery. As a sex and relationship therapist, I know that our relational and sexual wellbeing is not just a luxury - it’s vital to our physical and mental health. I’m excited to bring my expertise to a brand breaking down stigma and making pleasure, play and connection something to celebrate.”
Damien Muretti, co-founder and director of Bed Nerdz, added: “We are thrilled to partner with such a high-calibre expert and someone who is just as passionate about sex and relationships and overall wellbeing as we are. We’re looking forward to working with Natasha and implementing her expertise and knowledge into everything we do.”
stimulation models: Marina Lilac, Coral Throb, and Ocean Peak. “Designed to tantalise both the G-spot and clitoris simultaneously, these adorable vibrators feature 20 customisable settings, powerful dual motors, and a water-resistant design, making them perfect for pleasure on land or at sea,” said the CC rep.
Finally, the Unihorn Narwhal, Neigh Mo, features a ‘tusk’ clitoral stimulator and a dual tipped whale’s tail which is said to deliver butterfly-like flutters. For more information visit www. creativeconceptions.co.uk or contact the Creative Conceptions sales team via sales@creativeconceptions.co.uk
Movers and Shakers
Honey Play Box has appointed Kevin Martinez as its Latin America sales manager. His remit will be to expand the company’s presence across Latin America, bringing the brand into new markets and exploring opportunities in the counterculture scene.
Kevin’s previously worked on Honey Play Box’s B2C side but, after helping the sales team at trade shows, he chose to move into the B2B sector.
“Since transitioning into the B2B side, Kevin has worked hard and proved himself to be a leader in sales and a valuable asset to the team,” said a Honey Play Box spokesperson. “Kevin’s positive attitude has helped him to build his network in just a short period of time and he is looking forward to connecting further in this role.”
Kevin Martinez commented: “I’m excited to step into this role and so grateful to my team at Honey Play Box who have always supported me and for giving me this incredible opportunity. I can’t wait to work more closely with everyone and watch our growth in new markets.”
FirmTech introduces RingMate, its first vibe
Sexual wellness brand FirmTech has announced it is expanding its product range with the launch of its first vibrator, RingMate. The device offers hands-free operation, seamless connectivity with FirmTech’s rings for men, and three adjustable speeds to suit individual preferences.
“When the RingMate is attached to a FirmTech ring, it works extremely well, being just the right size and placement for enhanced clitoral
stimulation during penetrative sex,” said FirmTech co-founder and creative director Ann Justin. “When it is handheld, it easily slips between our bodies for a variety of sensations.”
FirmTech founder Elliot Justin added: “So many customers have been asking for a female-focused product that is as well-engineered and effective at providing as much pleasure as FirmTech’s products do for men. We are thrilled to deliver
the RingMate as the next step in our commitment to enhancing sexual wellness for everyone.”
FirmTech is currently seeking a UK distributor for its range of men’s sexual health products – interested parties should contact Suzanne Noble via suzanne@myfirmtech.com
More information about FirmTech products can be found at https://myfirmtech.com
Velvet Luxury Bed added to You2Toys range
Orion Wholesale has added the Velvet Luxury Bed to its You2Toys collection. The inflatable bed comes with an automatic air pump and features a thrusting device with two vibrators.
“Exciting and comfortable sex positions with deep thrusting pleasure and intense vibrations are now possible with the Velvet Luxury Bed,” said an Orion Spokesperson.
“It can be easily inflated with the included automatic air pump and it turns into a relaxing bed with a large,
supportive back cushion in the blink of an eye.
“The inflatable part with the control unit, the thruster, and the comfortable leg rest is placed securely in the opening at the bottom of the bed. One of the two included vibrators is then inserted into the thrusting device. The pleasure can now begin – the person using it simply needs to lie down comfortably and let the luxurious sex machine do its thing.”
Both included vibrators feature realistic penis shapes and
pronounced glans and veins. They can be quickly attached to the sex machine and swapped using the plug-in device on the base and the three combined thrusting and vibration modes can be adjusted with the small remote control. The sex machine and the air pump can be recharged with the included USB-C cable, and a battery for the remote control is also included.
For more information visit orion-wholesale.com or email wholesale@orion.de
Kiiroo PleasureDrive ‘takes intimacy to the next level’
Kiiroo claims its latest release, PleasureDrive, is ‘the future of interactive pleasure machines’. Designed for solo or partnered play, it is the result of a collaboration with manufacturer HiSmith and features a 70W motor delivering up to 240 thrusts per minute. In addition, it features smart connectivity and customisable sensations.
“With the PleasureDrive, we’re taking intimacy to the next level,” said Kiiroo CEO Toon Timmermans. “This device is not just about power—it’s about control, versatility, and creating a deeply personal experience that adapts to every user’s needs, whether they’re enjoying solo play, playing on live-cam or connecting with partners from across the world. This launch marks an exciting step forward for Kiiroo, and we’ can’t wait to see PleasureDrive empower our users
around the world.”
Using the FeelConnect App, longdistance couples can control the PleasureDrive remotely while webcam performers can sync with
FeelPerformer or FeelHubX for an immersive tip-based cam experience. The suggested retail price is $549.00. For more information visit www.kiiroo.com
Net1on1 Wholesale brings Medica-Group to the UK and EU
Net1on1 Wholesale will now be selling the Medica-Group’s dietary supplements and cosmetics into the UK and EU markets.
“Already available in the EU, we are delighted to partner with Medica-Group and introduce their exceptional range of dietary supplements and cosmetics to our UK customers,” said Tony Gonzalez, managing director of Net1on1 Wholesale. “Their extensive experience, dedication to quality, and unique product formulations make them an ideal partner. We are confident that UK consumers will appreciate the superior quality and efficacy of
Medica-Group’s products.”
Medica-Group was established in 1999 and develops and distributes premium health and beauty products, all of which meet EU quality and safety standards. Net1on1 says the company utilises extracts with unique properties, setting their products apart from competitors, and high concentrations of active ingredients. Medica-Group has GMP and HACCP certifications and a commitment to quality and safety, demonstrated by adherence to Good Manufacturing Practices (GMP) and Hazard Analysis Critical Control Points (HACCP) standards.
“We are excited to partner with Net1on1 Wholesale to expand our reach in the UK market,” said Michal Leśniak at the Medica-Group “Their established distribution network and commitment to quality make them the perfect partner to bring our premium products to UK consumers. We are confident that our unique formulations and highquality standards will resonate with the discerning UK market.”
For more information visit 1on1wholesale.co.uk or email sales@net1on1.com
Nexus has appointed Matthew Stewart-Wright as its new international sales manager. Matthew brings with him a wealth of industry experience and will spearhead the company’s global strategy for continued growth in key international markets.
“I’m very happy to welcome Matthew,” said Nexus MD Monique Carty. “His experience and enthusiasm are exactly what we need to strengthen current relationships and identify new growth opportunities worldwide.”
Matthew added: “I am super excited to join Nexus and contribute to its global success. The company’s innovation and commitment to excellence align perfectly with my ideals and I can’t wait to deliver exceptional value to customers globally.”
Movers and Shakers
Kiiroo has appointed Maxime Kamstra as its new B2B marketing manager. Kamstra has a background in strategic marketing Kiiroo says her well-rounded personality and enthusiasm make her a perfect fit for its dynamic team.
“We are thrilled to welcome Maxime Kamstra to the Kiiroo family,” said Toon Timmermans, CEO of Kiiroo. “Her proven track record in B2B marketing and her strategic mindset will be invaluable as we continue to expand our footprint globally and strengthen our partnerships within the industry.”
As B2B marketing manager, Kamstra will spearhead initiatives to enhance Kiiroo’s engagement with business clients, develop targeted campaigns, and drive collaborations that align with the company’s commitment to innovation and excellence.
“I am excited to join Kiiroo at such a pivotal time in its journey,” said Kamstra. “The company’s dedication to cutting-edge technology and its focus on creating meaningful connections resonates deeply with me. I look forward to contributing to its growth and building lasting relationships with our partners.”
Richelle Ryan becomes Doc Johnson Main Squeeze star
Doc Johnson has announced the release of new Main Squeeze and Signature Strokers moulded directly from adult star Richelle Ryan, who has over four million followers on social media.
Ryan visited Doc Johnson HQ in North Hollywood to have her mould made: while the exteriors of each product are the same, they offer a different
internal texture.
“I couldn’t be more thrilled and grateful to join the Doc Johnson family,” Ryan said. “I’m excited for my fans to finally experience me so intimately right in their homes whenever they want.”
All Doc Johnson’s Main Squeeze strokers incorporate a hard-case construction with a squeeze plate designed to vary the tightness of
each stroke, and a suction-adjusting end cap that users can twist to their preferred level of intensity. Signature Strokers are smaller, handheld, UltraSkyn-only masturbators that fit in the user’s palm.
For more information email sales@docjohnson.com
Finger buffet: G and P-Spot vibe joins Couples Choice range
Orion Wholesale has added the G and P-Spot Thrusting Vibrator to its Couples Choice collection. Orion says the new USB rechargeable vibe is shaped like an ideally curved, flexible finger, making it easy to reach the vaginal G-spot or anal P-spot (prostate). It sports a removable suction cup, for handsfree and harness use, and two motors which offer nine vibration modes and nine thrusting speeds. “The silicone vibrator glides silky smoothly into the intimate regions as if by magic,” said an Orion
spokesperson. “Excitingly strong thrusts and powerful vibrations then pamper the sensitive pleasure points. With its suction base, the thrusting vibrator is absolutely safe for anal use and cannot slip in. The suction base also adheres firmly and securely to smooth surfaces for a hands-free vibrator ride. The thrusting vibrator can also be quickly and easily inserted into a strap-on or harness with its suction base.”
For more information visit orion-wholesale.com or email wholesale@orion.de
Skins Care adds dilator sets to intimate wellness range
To cater to the rising demand from consumers for such products, Skins have launched three curved dilator kits under its sexual wellness sub brand, Skins Care.
Developed to support women’s intimate health and comfort, the curved dilators are made from a super-soft, premium medical-grade silicone, offering a gentle, gradual progression in both length and girth. The manufacturer says the products encourage vaginal tissue sensation and action which can both improve scar tissue following childbirth and help achieve pain free penetration over time.
“In order to achieve this, it is important for the pelvic floor muscles to be able to ‘let go’ and return to their normal resting length,” said a Skins
has increased as a result of rising awareness about pelvic health, increasing diagnoses of conditions requiring dilation therapy, and evolving attitudes toward sexual health and recovery from operations.
There are three dilator sets on offer, all of which include a free satin drawstring storage bag: S-M 3-Piece Set, for small-to-medium progression; M-L 3-Piece Set, for medium-to-large progression; and S-M-L 5-Piece Set, which includes all sizes for personalised progression.
“As
Rimba has appointed Mischa Heins as its new international sales manager.
international sales manager, Mischa will reach out to our clients all over the
Movers and Shakers
Rouge Group has appointed Sam Hadlow as its new global sales manager. Sam has spent five years in the industry, where Rouge says he established and fostered strong relationships with many who know him for his tenacity, diligence, and positive energy.
“We are delighted to welcome Sam on board,” said Farah Shaikh, founder of Rouge Group. “His appointment comes at a time of growth and expansion for the company, and we anticipate that his experience, knowledge, drive, and determination will help us to see this through now and well into the future”. Sam, who has been studying for an MBA in his spare time for the last two years, commented: “I am thrilled to be a part of Rouge Group, an organisation I have observed and admired over the years. I am confident that my skills and expertise will bring added value and ultimately growth for the company and I look forward to starting this new chapter in my life.”
Following customer requests, Creative Conceptions has developed Unihorn Water-Slide Lubricant, a water-based personal lubricant which the company says is the perfect complement to the Unihorn collection.
It is said to offer smooth, long-lasting glide that reduces friction while maintaining a silky, non-sticky texture, while being formulated to feel gentle on the skin and support the body’s natural moisture.
Creative says that Unihorn Water-Slide is ideal for cross-promotion and bundling with other Unihorn items, and its eye-catching packaging and cute Unihorn graphic will appeal directly to those consumers already bought into the brand as well as those looking for a bedside friendly lube.
“We’ve listened to our customers and the demand for a waterbased lubricant in the Unihorn range was loud and clear,” said Chris Bowles, general manager at Creative Conceptions. “Unihorn Water-Slide, opens up new cross-
selling opportunities for retailers and, as ever with a top quality lubricant, leads to repeat visits from happy customers.”
For more information visit
creativeconceptions.co.uk or contact the Creative Conceptions sales team via sales@creativeconceptions.co.uk
Slide show: Unihorn collection gets lube Orion introduces travel size VibePad
Orion Wholesale has launched a new compact travel size version of its VibePad vibro cushion: VibePad 4 Intense.
The device features a new, optimised vibration motor in the larger mound, providing deep vibrations, while also boasting an additional motor
4 Intense
in the smaller mound. There are 10 synchronised vibration modes, and these can be controlled via buttons on the toy or via its remote control, which has a range of up to 10 metres.
“The sensations can be felt from the clitoris right to the anal area,” said an Orion spokesperson. “The velvety soft
silicone mounds adapt perfectly to the intimate area and the movements of the body in a comfortable and precise way.”
For more information visit orion-wholesale.com or email wholesale@orion.de
Dreamlove diversifies into vape sector with Lost Mary
Dreamlove has announced it has secured the exclusive distribution of the Lost Mary vape brand, giving its retailers the opportunity to offer their customers a high-turnover and legal product in high demand.
Dreamlove says it is continuing to seek new solutions to strengthen its customer acquisition channels, and Lost Mary provides a commercially viable option that meets current
market trends.
“We want to help all stores find profitable, authentic, and fastmoving products,” said a Dreamlove representative. “The distribution of Lost Mary reflects our commitment to providing solutions that enable businesses to evolve and expand successfully in a competitive market.”
For more information visit dreamlove.eu
New ‘next level’ Lush 4 from Lovense
Lovense has launched Lush 4, the latest evolution of its all-time bestselling G-spot egg vibrator series, and the company says it offers new features and enhanced performance. Its motor, for instance, is now capable of delivering 7,000 vibrations per minute. The app-compatible device now incorporates fast-charging technology – with a five-minute charge giving up to an hour of use – and it sports a
multicolour LED tail light. This changes colour in response to vibration intensity. It is tip-activated and compatible with Lovense camming software, and Lovense expects the increased visual appeal to help cam models attract more viewers.
“The previous Lush 3 garnered widespread positive feedback from both users and the media, and we are proud to set a new benchmark with the launch of the new Lush 4,”
said Dan Liu, CEO of Lovense. “More than just a sex toy, Lovense aims to elevate users’ pleasure experiences and meet the diverse needs of pleasure with even more innovative features. And we will continue to offer forward-thinking solutions, ensuring users can enjoy next-level pleasure anytime, anywhere.”
For more information visit lovense.com
pleasure companion’
The Romp Kiss is now available from Scala. The travel-friendly sized toy features state-of-theart Pleasure Air Technology, in three intensity levels, and Scala describes it as ‘the ultimate go-to pleasure companion’.
“Crafted from ultra-hygienic, silky-smooth silicone, the Romp Kiss is not only luxuriously comfortable but also durable and body-safe,” said a Scala spokesperson. “Whether at home or on the go, this elegant device is the perfect companion for spontaneous pleasure. Its IPX7 waterproof rating ensures worry-free use in the bath or shower, while the USB rechargeable battery makes it convenient and eco-friendly. “Pleasure should be accessible, exciting, and adaptable to any lifestyle. The Romp Kiss combines innovation, convenience, and superior design to bring users the ultimate personal pleasure experience.”
Private practice: Dr Brody joins Blush collection
Blush has added Dr Brody to its Dr Skin collection of realistic dildos. Blush says Dr Brody is aimed at those who crave both power and precision, standing 8.75 inches tall and boasting nine vibration modes and three thrusting speeds.
Blush says Dr Brody is made from ultra-soft, platinum-cured liquid silicone, with a thick, curved shaft designed to target the G-spot or prostate. It has a suction cup base for handsfree play and harness compatibility and its wireless remote offers additional options, whether playing solo or with a partner.
“Dr Brody is the perfect fusion of innovation and realism,” said Ian Kulp, director of marketing at Blush. “Its lifelike design and powerful features make it a true standout in our Dr Skin lineup, giving users an incredibly immersive experience.”
For more information visit blushvibe.com
Green party: three new models join Emerald Love collection
Orion Wholesale has added three new models to its Emerald Love collection from You2Toys: the Luxurious Rabbit Vibrator, the Luxurious RC Anal Plug, and the Luxurious RC Love Balls. All three are made from emerald green silicone with a soft touch surface and gold coloured details. They are waterproof, USB rechargeable, and offer 10 vibration modes.
“The Luxurious Rabbit Vibrator is perfect for dual stimulation of the
vagina and clitoris,” said an Orion spokesperson. “It is fulfilling and sensually curved so that it can reach the G-spot easily. The Luxurious RC Anal Plug has powerful vibrations for deep anal stimulation – it vibrates extremely quietly and can therefore be worn discreetly. It is in a classic cone shape, and this means that it can be easily inserted and it fits securely and very comfortably as well. The Luxurious RC Love Balls (are great for deep vaginal stimulation and effective
pelvic floor training. The love balls can be quickly and easily removed by pulling the flexible retrieval strap and they vibrate extremely quietly and can therefore be worn discreetly.” Consumers can scan a QR code on the packaging to see detailed information about each product. For more information visit orion-wholesale.com or email wholesale@orion.de
Scala has added Booty Sweethearts to its ToyJoy Anal Play collection. Designed to bring a fun, cheeky, and colourful twist to anal adventures.
There are three different coloured plugs, each featuring a saucy
message: Your Ass is Mine, Secret Entrance, and Let’s F*ck.
“These heart-shaped butt plugs are perfect for retailers looking to offer customers a playful and stylish way to explore new levels of pleasure,” said a Scala spokesperson. “Booty Sweethearts are not just another anal toy, they’re a statement!” For more information visit scala-nl.com
Bijoux Indiscrets adds lube to Sex Au Natural collection
Bijoux Indiscrets has added a new, water-based lubricant formula to its Sex Au Natural collection of intimate wellness products. This latest lubricant addition, titled Sex Au Natural Water-Based Personal Lubricant, features a list of ingredients that promote natural lubrication while supporting a healthy microbiome and keeping sensitive tissues hydrated, moist, and elastic for maximum comfort.
“Our newest lubricant is a medicalgrade, water-based formula with high-quality ingredients to naturally blend with your own lubrication, without fragrance, colourants, or added sugars,” said Bijoux Indiscrets co-founder Elsa Viegas. “This lubricant can truly do it all, from solo to couples play, no matter where you desire to slather it on or inside your body.”
Sex Au Natural Water-Based Lubricant is said to be safe for
everyone to use for vaginal intimacy and provides gentle hydration for those experiencing hormonal
periods, or medical treatments. It is available as a 500 ml pump, a 75 ml tube, and a 2 ml mini packet.
“A lubricant is not just a problemsolver,” said Viegas. “It is an essential
Block party: Tower of Pleasure ‘combines fun and seduction’
Arte for art’s sake? New Tenga toy ‘could be displayed in any room’
Tenga says its new reusable male pleasure device, Arte, features such a stylish design that it can proudly be displayed in any room. Arte encases a soft, stretchy coloured elastomer in an even softer material to create, in Tenga’s words, a unique, bold, and tactile sensation. “The result is that by controlling your grip, you can enjoy the fusion of the softness and firm stimulation that the two types of soft elastomer creates,” the company says.
After use, Arte can be turned inside
out for thorough washing, while removing the bottom cover reveals a drying case for hygienic drying. There are two versions available –Weave and Drape – and each has a different internal structure. Retail price is expected to be £26/€26.
Rika Adachi, Tenga global marketing manager, commented that Arte was, “A true work of art.”
Adachi added: “The Tenga Arte is another example of Tenga’s stylish design which has seen us win multiple awards over the years. If you are
already a fan of the Tenga Spinner or Tenga Bobble, or even if you are totally new to Tenga, you are going to love the Tenga Arte. The beautifully coloured materials are elegantly wrapped in a soft elastomer which provides an enveloping sensation to the user and allows pressure to be applied from all angles. The Tenga Arte provides an exquisitely soft pleasure like never before, with the unique stimulation created by the dual overlapping layers of the elastomer.”
Adult game Tower of Pleasure from Play Wiv Me is now available from Creative Conceptions. Designed to bring couples closer through playful flirtation and daring intimacy, Creative says this tumbling tower game offers a fresh, enticing addition to the adult games market, and will be perfect for retailers and distributors looking to spice up their inventory.
“Tower of Pleasure combines fun and seduction in a way that will have couples talking long after the game ends,” said a Creative spokesperson.
“With 54 individual blocks, each featuring an arousing action, cheeky challenge, or devilish dare, this game pushes players to step outside their comfort zones and create unforgettable, intimate moments.”
Each block is colour-coded to represent different levels of intensity: green blocks start with gentle, teasing actions; pink blocks offer more provocative dares; and purple blocks deliver passion-filled challenges.
“The gameplay is simple yet exhilarating,” said the Creative rep. “Couples take turns pulling out a block, reading their mission aloud, and deciding if they’re daring enough to accept it. The spicier the block, the more points they earn. As the tower builds, so does the tension, leading to a climactic twist: the winner gets to dictate how, when, and where the ‘main event’ will take place. Tower of Pleasure is perfect for couples seeking to deepen their connection or add a new spark to date night. From long-term partners looking to reignite passion to new couples exploring their chemistry, Tower of Pleasure caters to all.”
Retailers and distributors interested in adding Tower of Pleasure to their offerings can order directly through Creative Conceptions website, by contacting their sales representative, or by emailing sales@creativeconceptions.co.uk
Oh Collective introduces Date Night Chocolates
The Oh Collective has launched Date Night Chocolates, which are aimed at people seeking playful intimacy and couples seeking greater closeness.
“Over 70% of couples experience mismatched libidos at some point in their relationship, and over 80% of couples believe that intimacy is key to feeling connected with their partners,” an Oh Collective spokesperson said. “With our lives busier than ever, it’s understandable that passion and play often take a back seat. That’s where The Oh Collective Date Night Chocolates come in, offering more than just a sweet treat. These strawberry-flavoured dark chocolates with a popping candy surprise are crafted to bring play into every date night.”
The Oh Collective partnered with Traditional Chinese Medicine (TCM) herbal expert Dr Felice Chan, a Chinese herbalist and neuroscientist, ‘to blend heritage and wellness into every bite’, and each piece of chocolate is infused with ingredients known for their aphrodisiac properties.
These include Maca, Damiana, and Ginseng, which boost energy, enhance mood, and enhance blood flow respectively.
Included in each box is a ‘Truth or Dare’ card game, designed to break the ice, spark deeper conversations, and add playfulness to the evening. Also included is an exclusive Love Playlist or a sensual audio story, designed to set the mood and add a twist to couples’ date nights.
More information can be found at theohcollective.com
Perfect Kiss is ‘the ideal companion’, says Satisfyer
The latest addition to the Satisfyer Kiss series is the Perfect Kiss, an angled air pulse device equipped with the 3D Magnetic Power Engine.
The silicone toy sports a black matte finish with gold accents and offers 10 pressure wave programs and three intensity levels.
Waterproof, it uses a USB Type-C charging port and Satisfyer says it is ‘absolutely quiet’ in operation.
“Powered by cutting-edge 3D Magnetic Power Engine and innovative magnetic technology, the internal membrane moves with
the simple press of a button,” a Satisfyer spokesperson said. “The closer the membrane is to the opening, the stronger the pressure waves, and the further it is from the opening, the softer the waves. This makes it the ideal companion for a truly customised experience. Three LED lights on the front of the device indicate the position of the membrane, so you always know exactly which intensity you’re using.”
Contact your Satisfyer representative for more information or visit satisfyer.com
The new Heart Guy vibrators by You2Toys are now available from Orion Wholesale. Each Heart Guy is named after the colour it comes in, with lengths varying from 17 cm to 19.5 cm, and each has a heart-shaped suction cup for hands-free options.
“They are in a wonderful puristic style, have gentle waves and are
velvety soft,” said an Orion Wholesale spokesperson. “The vibrators also have pronounced glans and 10 diverse and very powerful vibration modes in the tip for precise stimulation. The Heart Guy vibrators can also be used in the bath because they are waterproof.”
Made from soft Liquid Silicone, the
Heart Guys are flexible, so they adapt to any position, and they are also compatible with strap-ons and harnesses.
For more information visit orion-wholesale.com or email wholesale@orion.de
Creature features: new fantasy range from Full Circle
Those looking for fantasy-inspired toys now have another collection to choose from: Kaiju from Full Circle Distribution. The initial launch features a variety of different dildos, with features such as tentacled or scaled textures and shafts with
curves and ribs. There is also an egg.
“Let the Kaiju collection take your customers to a world of fantasy where pleasure and erotic imagination reign supreme,” said a Full Circle Distribution spokesperson. “With their unique textures, vibrant colours and
eye-catching craftsmanship, these toys are designed to captivate and deliver unforgettable experiences.”
For more information email sales@fullcircledistribution.com
More Happiness from Scala
Three new additions to ToyJoy’s Happiness collection are now available from Scala. The three anal plugs are named Time to Shine Plug, Shine Like A Star Plug, and Enchanting Bunnytail Plug. Time to Shine features a heartshaped gemstone base, Shine Like A Star includes a gemstone accent, and Enchanting Bunnytail boasts a soft faux fur tail.
“Crafted from premium, body-safe materials, these plugs are easy to clean and ideal for both beginners and experienced users,” said a Scala spokesperson. For more information visit scala-nl.com
Fresh prints: Male Power’s Go Wild collection
Male Power is encouraging customers to unleash their inner beasts with its new Go Wild collection of multi-coloured exotic animal prints.
“The Go Wild collection is designed for those who not only seek style but also crave comfort,” said a Male Power spokesperson. “With Go Wild you are not just wearing underwear—you are making a statement.”
The collection includes an Uplift Mini Short, Sport Jock, Thong w/2 Rings, and Adjustable G-String.
For more information email info@malepower.com
Orion Wholesale has added the USB rechargeable RC Scrotum Stimulator with Vibrations to its Rebel collection of masculine toys. The erection-strengthening ball massager is a combined cock and ball ring that specifically pleasures the scrotum with deep vibrations, enhancing solo or couple play.
“The stretchy ring’s tight fit also supports the erection effectively for a long-lasting performance,” said an Orion spokesperson. The silicone device offers 10 vibration modes which can be adjusted either via buttons on the toy or by using the remote control, which has a range of eight metres.
For more information visit orion-wholesale.com or email wholesale@orion.de
Kheper encourages men to help around
Kheper Games as a campy, fun set of coupons that a woman can give her boyfriend or husband to get him to help out more around the house. Examples include ‘Wash the Dishes, Get a Blow Job’, and ‘Fix Something/ANY-thing, Get a Blow Job’.
There are 10 in total and Kheper says: “Her needs are not forgotten though either, and the set ends with a ‘Focus on Me, and We’ll See’ reward.”
Kheper Games CEO Brian Pellham said: “Coupons are meant to be a funny gag gift you give to a lover. However, we do design ours to have a second purpose. Not only do they encourage sexual engagement, but they are also meant to open up intimate conversations about needs and wants. She’ll have more time for sex if he gets off his ass and helps around the house more!”
For more information email info@khepergames.com
Triple jump: new Sweet Smile vibe is thrice as nice
Orion Wholesale has added the Triple Vibe With Flicking Tongue to its Sweet Smile collection. As its name suggests, this new device is designed to stimulate the vagina, clitoris and the anal region simultaneously. Its soft, dotted tongue moves back and forth for knocking impulses in the vagina, while the vibrations in the head and the two stimulators provide
additional stimulation.
Orion says the USB rechargeable three-armed vibe can provide hands-free pleasure once it has been completely inserted – the person using it just needs to lie back and enjoy the stimulation. The flicking tongue has seven speeds and seven modes of vibration, and these – along with the stimulators – can be controlled separately.
Made from soft silicone, the curved shaft of Triple Vibe also offers G-spot stimulation, thanks to its grooved head. Furthermore, the two external stimulators adapt wonderfully to the clitoris and the anal area. The Triple Vibe can be recharged with the included USB cable.
For more information visit orion-wholesale.com or email wholesale@orion.de
Creative’s Spanish-speaking customers. There are four packs, and each gives couples 720 possible routes to a pleasurable activity. Customers can choose from
Dreamlove inks distribution agreement with Mister Size
Dreamlove has signed a distribution agreement with condom specialists
Mister Size, a brand which Dreamlove says has revolutionised the condom market with its focus on size and fit.
The Mister Size story began in 2001 when Jan Vinzenz Krause founded the online store Vinico, which introduced the concept of made to measure condoms. Since then, the company has developed condoms in collaboration with leading condom manufacturer, Karex, and in 2019 it launched Mister Size, an ultra-thin condom of just 0.05 mm thickness. This new distribution agreement between Dreamlove.eu and Mister Size is designed to bring these condoms to a wider audience.
“Available in seven sizes, the condoms adapt to each individual, ensuring that users enjoy a more natural and pleasurable experience,” said a Dreamlove spokesperson.
“Additionally, their ultra-thin design allows for greater sensitivity, leading to increased satisfaction for both partners. With this partnership, Dreamlove.eu and Mister Size reaffirm their commitment to quality, innovation, and customer wellbeing,
working to continuously improve the sexual experience and ensure enjoyable moments without worries.” For more information visit dreamlove.eu
Honey
Play Box
lets cat’ out the bag
Honey Play Box has launched its 2025 catalogue, which it says reflects its commitment to quality, creativity, and customer satisfaction, as well as showcasing its latest designs. Included in the catalogue are new app-enabled releases such as its Kegal line featuring Elektra, the air pressure toy Puff, and its newly patented Tapping Technology Series with Tempo, Trilux, Harmony Duo, and Terri.
“We really focused on innovation this year and are super proud to have secured the tapping technology patent—something you’ll only find in Honey Play Box products,” said business developer Joreail Armstrong. “We listen to our customers and are always looking for new ways to create toys that fit different needs and preferences.”
The catalogue can be viewed at Honeyplaybox.us
Beauty and the Beasty Cocks from You2Toys
Those in the market for fantasy cocks will be delighted to learn that Orion Wholesale has added four Beasty Cocks to its You2Toys label. The products feature striking box artwork, with one side showcasing the toy and the other the creature it is part of.
“The new fantasy dildos Beasty Cocks are not only mystical eye-catchers, but they are also deep and fulfilling companions, thanks to their imaginative designs in a metallic look and breathtaking stimulating textures,” said an Orion spokesperson. “They can also catapult a person into new dimensions of pleasure. They will stick securely to any smooth surface because of their large suction cups and this means that they are great for hands-free fun. They can also be inserted into strap-on harnesses as well.”
Made from non-porous Liquid Silicone, the cocks have a narrower tip for easy insertion and Orion says that all models are both sturdy and flexible: “They adapt perfectly to the body and its movements during play, and they glide over the skin and into intimate depths almost on their own because of their extremely smooth surfaces,” the spokesperson added.
The Beasty Cocks collection consists of Alien Phallus, Octopus Prime, Symbiont Tease, and Demon of Desire. Lengths vary from 17 cm to 22.5 cm.
The packaging includes product descriptions in various languages and a QR code. This can be scanned to see detailed information and 360° pictures of the product. For more information visit orion-wholesale.com or email wholesale@orion.de
Bed Nerdz now offering standalone toys
Gift box retailer Bed Nerdz, which entered the industry last year intending to “change the way that people view sex toys”, has now introduced a collection of standalone products: Summer, a double penetrative vibe; Jesse, an air pulse clit-stim; and Sandy, a remote-controlled bullet. All three retail at £49.99.
Bed Nerdz co-founder Damien Muretti said: “Our curated sex toy boxes have
always been about using our expertise to offer a selection of premium products, perfectly matched in one bundle, to allow customers to experience new levels of pleasure. We’ve helped our customers explore intimacy that feels both luxurious and adventurous and to experiment with toys they might not have tried otherwise.
“Now, with the launch of individual product purchases, we’re giving customers even more freedom to
personalise their experience. Whether you’re looking to try a specific toy or build your own bespoke collection, you can count on the same high standards of quality and innovation that define Bed Nerdz. We hope we can continue to empower our customers to explore what brings them pleasure in a way that’s unique to them.”
For more information visit bednerdz.com
New chapter for Sh! founder with US launch of sister brand
Sh! founder Kathryn Hoyle [pictured] is taking the Sh! brand of magic to America with the launch of a new sister brand, Shebang!
In an impassioned open statement, Hoyle said: “Our American sister brand, @__shebang__ will take up Sh!’s decades-long mission to promote bodily autonomy and pleasure for women of every age, race, class, religion, and orientation. It’s an occasion to celebrate, but also to reassert one of our founding principles: resistance
“Never has it been more imperative to reclaim control over our own bodies and protect our inviolable female space. Sh! helped to create that space over 30 years ago. On a shoestring budget, I opened our first tiny store in London in 1992 after an ill-fated attempt to buy a toy in a seedy male-run shop. I realised there
was an urgent need for women to have access to pleasure on their own terms. Sh! went from strength to strength as women from all walks
of life flooded through our doors.
“Over the past three decades, I have witnessed time and time again how crucial it is to stay vigilant and resist in a world that tries to belittle or deny female autonomy. We have trailblazed not only the rights of women to pleasure, but also their health and wellbeing on a wider scale. Our campaigns on issues such as menopause, vaginismus, hormones, and how to reclaim enjoyment after cancer or assault, have been lifechanging for thousands of women.
“Shebang! will continue that mission Stateside in the brilliant hands of leading feminist entrepreneur and activist Tiffany Freisberg. It’s a new, exciting chapter and I can’t wait to celebrate its success. Because we WILL overcome and we WILL win.”
The new site can be found at andshebang.com
All Around The World
Santa Clarita, USA
JO has revealed the names of the first winners of its 2025 $100,000 Retail Giveaway. Each month JO will be rewarding its retailers around the world with $8,000 in Visa gift cards, and 40 winners from five countries scooped the prizes in January: 10 receiving $500 and 30 earning $100. At the end of the year, a grand prize of $5,000 is up for grabs.
“We’re thrilled to kick off the year by celebrating the incredible work of our retail partners worldwide,” said Joshua Cash, JO events coordinator. “This giveaway is our way of saying thank you to the associates who bring our products to life for customers every day.”
Retailers can enter the monthly drawing by submitting their sales entries by the 3rd of each month. Every JO unit sold earns one entry. The full list of winners can be found at https://tinyurl.com/3jbw3zpr
Daytona Beach, USA
After its attempts to promote itself to NASCAR audiences as a driver sponsor were thwarted, Womanizer took out billboard advertising directly across from Daytona International Speedway during the week of the Daytona 500— the biggest race of the year, which gets more than six million views.
Womanizer has accused NASCAR of double standards, as it has a history of accepting men’s sexual wellness brands like Viagra and ExtenZe. NASCAR also partners with alcohol, nicotine, and firearm brands, and Womanizer says this highlights inconsistencies in its moral boundaries by permitting products with known health and safety risks while prohibiting Womanizer.
“This isn’t just about one sponsorship rejection, this is about addressing a larger cultural bias,” said Verena Singmann, head of PR for Womanizer. “Women’s sexual wellness is a legitimate global industry that plays a positive role in self-confidence and connection.”
Detroit, USA
Hankey’s Toys sponsored Liquid Red Kink Ball Detroit in January, which took place at the Token Lounge in Michigan. Now in its ninth year, Liquid Red Kink Ball Detroit describes itself as ‘an exciting party intended to heighten your senses, turn you on, and make your dark fantasies come true’. Over a thousand guests witnessed mummification, bondage, latex, leather, and fire performances, and there were also contests and fashion shows from both Liquid Red Lingerie and Dan Miga Latex.
A spokesperson for the event said: “The attendees of Liquid Red Detroit were very excited about the huge colourful phallic shaped toys from Hankey’s Toys. The winners of the spanking and flogging contest happily posed with their prizes for photos after the contest.”
[Image courtesy of SkinVisionStudios]
Cali, Colombia
Lovense was a crown sponsor of LalExpo (Latin America Livecams) 2025, which took place in Cali, Colombia from February 23rd to 26th, and the manufacturer showcased its latest launches at the event, including Lush 4, Osci 3, and its new Lovense Webcam 2 live streaming tools.
Lovense says this sponsorship demonstrates its commitment to the adult industry and its expanding presence in the Latin American market.
“LalExpo always stands as the premier event for the adult industry in Latin America, offering an essential platform for networking and sharing insights on emerging trends and developments,” said a Lovense spokesperson. “Lovense’s involvement in LalExpo 2025 further underscores its dedication to fostering communication and advancing live streaming solutions in the adult industry in Colombia, as well as supporting the growth and evolution of the local market.”
Hull, England
Following N E Services Limited – which traded as Uberkinky and Sinnovator – going into administration in January, auctioneers Gilbert Baitson have been instructed to sell the company assets and stock. There is around £300,000 worth of stock, with over 90% being Uberkinky and the rest branded Sinnovator. There are also Sinnovator designs, moulds, raw materials, and a full production and manufacturing department. Both Uberkinky and Sinnovator have their own websites and domains, plus there are also a number of other domain names and social media sites available.
For more information contact Andrew Baitson at Gilbert Baitson via andrew@gilbert-baitson.co.uk or visit https://gilbert-baitson.co.uk
London, England
Nexus is celebrating its 20th anniversary this year and to mark the occasion it is undergoing a comprehensive rebrand, which will include a revamped logo and updated packaging.
“Reaching our 20th anniversary is an extraordinary milestone for us,” said Nexus managing director Monique Carty. “This achievement reflects our passion and dedication and is a testament to the incredible support and loyalty of our customers and partners.”
She added: “We are incredibly proud of what we’ve achieved over the past 20 years. As we look to the future, we remain steadfast in upholding our founders’ core beliefs. Nexus will always strive to deliver excellence and innovation, ensuring our customers see every Nexus product as a trusted investment.”
Paris, France
Satisfyer marked the launch of its Pro Kiss 2 with a splash: an exclusive event held at Sweet Paradise in Paris which brought together key media figures and influential content creators
The launch took place on 27th January and was hosted in collaboration with French sex journalist Flore Cherry. “As the founder of Sweet Paradise, a venue dedicated to erotic expression and cultural experiences, she provided the ideal setting for a launch that celebrated both innovation and empowerment,” said a Satisfyer spokesperson. Attendees were introduced to the Pro 2 Kiss by Amandine Jonniaux, who served as Satisfyer’s spokesperson for this event.
Rotterdam, The Netherlands
Toy Stories: Designing Intimacy is an exhibition being held at Kunsthal Rotterdam in the Netherlands until 11th May 2025 which showcases revolutionary, 21st-century developments in the field of sex toy design.
Created in collaboration with The Oh Collective, a Netherlandsbased platform founded in 2021, the exhibition shows how sex toys reflect contemporary society, highlighting changing views on sexuality and pleasure.
Several designs show how sex toys can also improve physical and mental health and offer insights into changing social attitudes towards sexual pleasure. The exhibition also demonstrates how inclusivity now plays a significant role in contemporary sex toy design, with products increasingly catering to a variety of needs, gender identities, physical impairments, and life stage.
[Image: Rabbit Vibrator Campaign, 2024 © The Oh Collective]
Zagreb, Croatia
Members of the LELO team visited VERN’ University in Zagreb, Croatia, in January to showcase its products, present a history of sex toys, and explain how the company became a global brand in the pleasure sector. VERN’ University has 200+ lecturers and 1,850 students and it describes itself as a creative, entrepreneurial university that currently offers 10 bachelor and seven graduate programmes. The highlight of the visit, according to LELO representatives, was ‘engaging with the next generation of creative minds’. The students were given a unique case study challenge: crafting their own LELO campaign idea.
A follow-up visit is planned to see what they come up with.
2025
Y Viva España
With
EroSpain 2025 rapidly approaching, Dale Bradford
asked CEO Isaac Fargas what visitors can expect from this year’s event – and the short answer is ‘more’…
For as long as I’ve been in this industry, people have been complaining about the number of shows they are expected to attend.
Visitors must either book flights and accommodation many months in advance, and hope nothing untoward happens in between, or pay over the odds and gamble that flights and accommodation will still be available if they book later.
Then there’s all the hassle associated with taking time away from the business, including ensuring there is sufficient cover for it to continue running, not to mention the annual ‘do my good clothes still fit me?’ anxiety that comes with ageing and an expanding waistline.
Exhibitors have all that to deal with and much, much more, including ensuring their stand, their stock, and their POS material all arrive at an exhibition hall in a different country by a specific day. There’s also all the time spent in planning their show presence and trying to reserve a few minutes of the most important buyers’ time to take into consideration too. And will the cost of their stand, travelling expenses, and showing their most favoured clients a good time bring a decent return on their investment?
Yet new shows continue to be announced. Some don’t even get to open their doors, some do but end up losing the organisers money, and thus putting them off ever repeating the exercise, and some – a precious few –meet a need the industry didn’t even know it had and become a huge success.
Spoiler alert: EroSpain most definitely fits into this third category.
2023
It might seem hard to believe, as it is now such an established part of the industry calendar, but the first EroSpain was held in April 2023.
It arrived into a world still recovering from pandemicenforced lockdowns and, on hearing the announcement, I probably wasn’t the only one to think: “This is madness! There is already a well-established European B2B event. Do we need another one?”
But EroSpain had some pretty convincing ‘pros’ that more than outweighed that single ‘con’.
Firstly, as its name suggested, it was to be held in a different country. This was a definite plus. I mean, Germany’s great and all, but after 20+ years a change of scenery was welcomed.
Secondly, it was taking place in the spring rather than the autumn, so visitors were more likely to be relaxing in comfortable clothing enjoying the sunshine instead of donning multiple layers to cope with the cold, wind, and drizzle.
And finally, the venue was smack bang in the centre of one of the world’s most cosmopolitan cities, surrounded by beautiful architecture, parks, and an abundance of places to socialise. No offence to Hannover’s exhibition complex but it offers none of those things – just a 24-
hour petrol garage to get emergency smokes from. Oh and Barcelona even has beaches.
This is not madness at all. This is genius!
The ‘genius’ behind EroSpain is its CEO, Isaac Fargas, and the event was conceived after he noticed that many people from southern Europe weren’t attending existing trade shows, for whatever reason. So he decided to create an event in Spain. He didn’t do it alone, of course, but as a senior figure at a Spanish distributor (Dildos Assorted), he knew the market as well as anyone, he had the contacts to
Isaac Fargas
make it happen, and he was able to enlist the support of four big name sponsors: Shunga, Satisfyer, Tenga, and Svakom.
‘Deciding to create an event’ and actually creating an event are two very different things of course, especially when the location of choice is in the centre of one of Europe’s most culturally important cities, and there were challenges along the way.
“We were determined to host it in the heart of the city, just like any other major trade show from other industries,” Isaac told ETO. “This was non-negotiable for us, so it felt like an ‘all or nothing’ situation.”
Thankfully it turned out to be ‘all’.
In addition to offering space in a cavernous hall, the organisers also added sprinkles to the event, including a welcome cocktail party, an awards evening, and a VIP lounge where visitors could sit down, relax, chat, and enjoy Spanish wine, ham and cheese.
Another point of difference for EroSpain was its opening
days: Sunday to Tuesday. Most previous events took place in the run up to the weekend, but the timing was a strategic decision, as Isaac explained; “We’re aware that it’s very unorthodox but we believe it gives shop owners the chance to visit the show without having to close their shops too many days. We believe it maximises the chance of everybody being able to attend at least for one day. It also gives travellers from abroad the chance to combine a weekend of business and pleasure.”
And they did: the city itself proved to be a major attraction for international exhibitors and visitors.
2024
After a very encouraging start, the event returned in 2024. Word had spread. Many of those who’d decided to ‘wait and see’ during the first year now wanted a piece of the action. Despite offering twice as much floorspace as its inaugural event, 2024 was completely sold out an astonishing six months before it was due to open its doors.
Paul Smith has been covering shows for ETO since 2003. He’s seen it all over the years, from the event that was so sparsely attended that exhibitors were playing frisbee in the aisles, to the one so crowded he was unable to raise his arms to take a photograph. It takes a lot to impress him, and EroSpain 2024 – his first – did just that: “Trade shows can be a mixed bag, but this one had a polished, self-assured, and professional vibe which
gave it an appropriate business buzz,” he said in his report for ETO. “To sum it up in two words: accomplished and recommended.”
This year, EroSpain once again increased in size and completely sold out of exhibition space six months in advance. So Isaac, one would suspect, is feeling pretty confident…
“We always work towards the goal of making the best show possible, where visitors and exhibitors have a great time but also get a lot of business done,” he says. “There’s a lot of excitement around the show, and we’re grateful for that, so we take the responsibility very seriously to do our absolute best in organising the show.”
With this being show number three, does it get easier? Or do previous successes put more pressure on the organisers to keep improving?
“It doesn’t get easier because we keep innovating and making things more complicated for ourselves,” Isaac says. “We want to keep pushing ourselves by doing new things. Some might work and some not but we’re always trying to improve. This is a pressure we put on ourselves. Then of course there’s pressure because people expect a lot from the show now, but in general it’s more excitement than pressure really.”
As well as being bigger in size – “We work towards making it better and not just bigger,” says Isacc – next month’s show will have the largest number of exhibitors so far (see elsewhere on these pages for complete list), even though not all previous attendees will be present.
Andrew Crichton, MD at
CMG Leisure Ltd owner of Doxy
Creative Conception’s Lucy Robinson
Pipedream’s Annika Scherer
“Some smaller brands are having a tough time right now and this unfortunately limits their capacity for shows like this as it comes with a cost,” explains Isaac. “We of course feel it’s better to be present and invest in the visibility a show like this gives you, but we understand the reasoning and difficulties for smaller companies in these times.” As unfortunate as that is, non-returners free up space for newcomers, and approximately 20% of this year’s crop are debutantes.
2025
There are two new features being introduced for EroSpain 2025 which should prove to be beneficial to both visitors and exhibitors alike.
“First of all, we’re introducing our own app that will enable exhibitors to show off their catalogues and full information in a very convenient way,” reveals Isaac. “It will let visitors schedule meetings directly with the exhibitors and it has some other nice features.
“We also have the VIP Experience which will give
exhibitors a chance to sit down with a selection of the biggest players in the market. This gives them a guarantee that these customers will actually stop by the booth and the exhibitors will have the time to present the products to them.
“With so many exhibitors at the show, and the limited time some customers have, this is an excellent opportunity for them to have a guaranteed sit down. The VIP customers get fantastic treatment which I think makes a win-win. The response has been absolutely overwhelming.”
The number of visitors in 2024 was 2,200 and for 2025 there has been a huge increase in registration applications. That doesn’t mean they will all make it through to Hall 1 of the Fira de Barcelona site in Montjuïc, however…
“This year we’re focusing a lot on the quality of the visitors, making sure that we get the kind of show that we all want,” says Isaac. “We could easily grow a lot with visitors that would not add any value to the show but that’s not the goal.”
Do exhibitors even care about visitor numbers anymore?
Jessica Drake, sex educator at Wicked Sensual Care
Or are they happy as long as ‘the people who count’ are there?
“We definitely feel that the quality of the visitors is something that’s very important to the exhibitors,” says Isaac. “They pay a lot of money to be at the show and they don’t want to be wasting valuable time on people that have no real interest in purchasing their products.”
And getting ‘the people who count’ to attend the show has resulted in the creation of the previously mentioned VIP Experience.
To be an EroSpain VIP visitor, you should have been trading for at least three years and have a turnover or have made purchases in excess of one million euros in the last year.
The benefits of being a VIP include a contribution to
flight costs, limousine transportation, three nights luxury accommodation in the Catalonia Hotel close to the venue and in the heart of the city, and guaranteed entry to both the welcome cocktail party and the official EroSpain party. Your only commitment as a VIP is to attend 20 strategic business meetings during the show.
Discussing this initiative, Isaac says: “Exhibitors have expressed interest in this, and it’s also something that’s done in other shows that are not in our specific market. We’ll try it out and we’ll see if it’s something that stays or not.”
If you fancy wafting around the show floor as a VIP, you can sign up at https://erospain.eu/erospain-clientesvip-2/ but numbers are limited, so don’t leave it too late to apply.
Party time!
As mentioned earlier, there are two parties this year: the welcome cocktail party and the official show party. If you’re not already on the guest list for the first then you’re out of luck, as it filled up the day it was announced, but fear not for the official show party sounds a hoot. “We’re very excited about the party,” says Isaac. “It’s a fantastic place and we think the atmosphere will be great, just like last year, so it will definitely be a high point of the show.”
Buses will be provided to and from the secret location, so attendees should be alright to wear heels and impractical garments.
Shunga Erotic Art stand
“Last year was hard to top but I think this year will be even better,” enthuses Isaac. “We went all-in with the party this year.”
Most people who want to attend should be able to, as the party venue has a large capacity. Tickets are free of charge and available from exhibitors. Drinks are sponsored up until 23:30 and those who wish to continue drinking after that – I can name at least 30 people who this will apply to – will be required to flash their own cash or, far more likely, discreetly abuse their company plastic.
The EroSpain 2025 Awards will be presented at the official party and if your only previous experience of industry awards nights is inept hosts (*cough*), and proceedings that last for hours, you will be relieved to learn that only four winners will be given trophies on the night. The rest will be hand-delivered to recipients on the show floor on Tuesday: “We don’t want a ceremony that drags on and on so this way it keeps the party dynamic and fun,” says Isaac. “Winners are decided by popular vote, just like last year.”
With so much ‘business’ taking place outside of show hours, a lot of our free time is going to be spent socialising/ networking with industry colleagues, but with those of us who arrive a few days early or depart a few days later in mind, I asked Isaac if he had any recommendations for places to eat or visit.
“Barcelona has a wide range of attractions and restaurants so it’s difficult to point out something specific,” he replies. “But, if you’ve never been, my recommendation would be visiting La Sagrada Familia and also the small town of Sitges just outside of the city centre.”
I closed by asking Isaac what he was most looking forward to about EroSpain 2025.
“There’s a lot of planning involved and the day to day is incredibly hectic, so it all goes by in a blink of an eye really,” he says. “When we close and the feeling is that it’s been a success, then you really feel satisfied. I guess I’m looking forward to that feeling of completing a successful show. For the show itself I guess there are three very nice moments: the welcome cocktail party, the opening of the show, and the official party. I’m very much looking forward to those three things in particular.”
I started this piece by saying that for as long as I’ve been in this industry, people have been complaining about the number of shows they are expected to attend. But I have yet to hear anyone complaining about attending this one, and I don’t expect to again this year.
EroSpain 2025 takes place from 25th – 27th May 2025 at Fira de Barcelona, Montjuïc, Barcelona, Spain. The opening hours are 10:00 – 18:00 each day. An exclusive discount is available for visitors staying at the Catalonia Barcelona Plaza Hotel, located in front of Plaza España, very close to the show venue. The discount code, booking information, and all other details about EroSpain 2025 can be found at https://erospain.eu
ZONA/ZONE 1
101 - Orgie
103 - Rouge
104 - Creative Conceptions
110 - Lovely Planet
113 - Lola Games
116 - Secret Dome
117 - SVAKOM
120 - Saintsual
124 - Love Cherry
126 - Shots
128 - Intt
133 - Fun Factory
137 - Fleshlight
141 - Mapalé
145 - CNEX
150 - Bijoux Indiscrets
152 - Pretty Love
154 - Sign
ZONA/ZONE 2
201 - Dusedo
210 - One-Dc/Eropartner
214 - Vida Latex
216 - ТВА
218 - Let’s Out
221 - Zorba
222 - St Rubber
224 - Joydivision
227 - Eye of Love
229 - System Jo
231 - Liebe Seele
233 - Abs Holdings
235 - Leader
237 - Diverty Sex
239 - Totally For U
242 - Full Circle USA
250 - XR Brands
252 - Metaxsire
2025 Exhibitors
253 - Szi Expo 255 - Orion 260 - Tonga
ZONA/ZONE 3
301 - Satisfyer
302 - Satisfyer
303 - Medica Group
304 - Viamax
305 - Crave
306 - Maxus
308 - Scala
309 - Import Kareva / Ex-Pow
310 - ТВА
316 - Nuei
317- Plazacraft
318 - Biolove
323 - Yesforlov
324 - Friday Bae
325 - Pipedream
326 - Catanzaro
328 - E-Stim
329 - Lina Lind
330 - Noir Handmade
331 - Kinky Diva
334 - Mystim
ZONA/ZONE 4
401 - Shunga
404 - Debranet
406 - S Vibe
410 - Oproducts
415 - Crushious
416 - S Pleasures
417 - Dildos Assorted 418 - Morning Star Pharma
420 - High On Love
422 - Love Honey Group
423 - Locker Gear
428 - Nilion/Redfun/Kraho/Jolt
430 - Bathmate
432 - Tof Paris
434 - EXS
435 - Electrastim
436 -FCC
437 - Exsens
438 - Intimate Distribution
440 - Net 1on1 Wholesale
449 - Hi! Sex
450 - Kiiroo
451 - Gisele Überlube
453 - Lelo
455 - Rimba
456 - Intimate Line
458 - Hot
459 - BMS
460 - Honey Playbox
462 - Je Joue
464 - Goliate
465 - Pjur
468 - Secret Play
469 - The Handy
471 - Pasante
472 - Myone
474 - Tracy’s Dog
475 - Screaming O
477 - Hismith
480 - Tingon
484 - BV Exhibition
485 - Queentex
486 - AVN
487 - Tenga
488 - Tantaly
490 - Mr. Stiff
491 - Lingerie Group
493 - Sugextions
494 - Odeco
496 - Dreamlove
La Rambla, Barcelona
Floorplan 2025
Floorplan and exhibitor listing supplied by the EroSpain organisers. Correct at time of printing, subject to change.
Easter: the fourth protocol?
Got anything planned for 20th April? Dale Bradford argues that the pleasure sector should consider adding one of the most important festivals in the Christian calendar to its existing trio of red-letter days…
For as long as I can remember, the holy trinity of the industry calendar has been Halloween, Christmas, and Valentine’s Day, and with good reason. They deliver the business. So much promotional effort and marketing support is put into maximising those occasions, but there’s another – which is rapidly approaching – that also offers opportunities to the pleasure sector: Easter.
One of the best-known movable feasts, Easter may have become synonymous with chocolate manufacturers in recent years but its themes – of spring, renewal, and celebration – are arguably more relevant to this industry than the confectionary sector, where consumer overindulgence can lead to hugely undesirable long-term effects, such as obesity and diabetes.
Cadbury, and its cocoa-based cohorts, arrived on the scene back in the nineteenth century, but the first recorded mention of anything resembling a modern Easter tradition was over 200 years earlier: German folklore told of an Osterhase (Easter hare) that would lay colourful eggs for
usually forbidden during Lent, they were considered to be a bit of a treat at Easter, when the 40 days of prayer, fasting, and reflection was over. Some would even decorate them and give them as gifts.
As a result, we now associate Easter with long-eared small mammals that are fleet of foot and the hunting, and the consumption, of eggs (yes, I know hares don’t lay eggs but let’s not go down that particular rabbit hole – ooh, see what I did there?).
With hares/bunnies/rabbits and eggs being such key components of Easter celebrations, one might reasonably wonder why it has taken the pleasure sector so long to get onboard…
Net1on1 Wholesale’s Nauti Silicone Rabbit Vibrator
condoms, lube, and sexual enhancement supplements?
And what about the BDSM and fetish areas, e-stim, erotic cosmetics, lotions and potions, saucy board games, knickers – of the vibrating and passive varieties – and other items of sexy lingerie?
What we can probably all agree on is the worldwide pleasure sector is worth a lot – with all estimates quoting figures in the tens of billions – and it’s continuing to grow, so it’s surprising how many of us know so little about its origins.
Take the vibrating egg, for instance. Despite being editor of ETO for 22 years, it was only when I was extensively researching the background to the sector for a non-fiction book (From Sex Shops to Supermarkets: How Adult Toys Became A MultiBillion Industry) that I discovered which company is credited with inventing it (a Japanese outfit called Lucia, in the 1980s, though I came across other sources which suggested the product had been around since the 1960s).
It could be argued that the name of the person who created such a key product category should be celebrated by us in the same way gamers revere Mario designer Shigeru Miyamoto, but unfortunately their identity appears to be lost to history.
Consumers in the market for a vibrating egg today have a wealth of options to choose from, with retail prices on Lovehoney’s site ranging from £14.99 (Wickedly Powerful Love Egg) to £119.99 (Lovense Lush 3). Rival retailer Bondara’s range also starts at £14.99 (Ooh La La Remote Control Vibrating Love Egg) and goes up to £139.99 (LELO Lyla 2).
At the entry point (if you’ll excuse the expression) price, the consumer will receive something very similar to what was on the market 20 years ago: a battery-powered plastic remote control wired to a vibrating egg. Spending more delivers more, with higher quality materials, wireless remotes, and USB rechargeable devices. Pushing the boat out brings app control and more intensity options. No one could gripe at the lack of variety on either site – Bondara has over 40 vibrating eggs listed – but retailers have even more options, with suppliers like LELO, Orion Wholesale, Satisfyer, Scala, Shots, Tonga, and We-Vibe offering hundreds of SKUs of varying prices and specifications.
Rabbiting
We probably all know which company we have to thank for popularising the rabbit vibe: US brand Vibratex, which made the Rabbit Pearl featured in that legendary 1998 episode of Sex and the City called The Turtle and the Hare. Other companies picked up the rabbit ball and ran
California Dreaming range by CalExotics
My First Jack Rabbit by CalExotics
Lovense Lush 3 from Lovehoney
Svakom s Mora Neo
with it, with Ann Summers in the UK virtually owning the market in the early noughties with its Rampant Rabbit, and CalExotics in America creating the Jack Rabbit sub brand, which currently consists of more than 30 different models, many of which can trace their lineage back to the original design.
CalExotics also has an upmarket rabbit range called California Dreaming.
Each vibe is named after a California landmark, and the company’s creatives were ambitiously alliterative with their model names, examples being Laguna Beach Lover, Catalina Climaxer, Pasadena Player, Newport Beach Babe, Valley Vamp, Sierra Sensation, Hollywood Hottie, Palm Springs Pleaser, and Venice Vixen.
The rabbit became a key battle area for industry giants and back in 2007, when Ann Summers was the undisputed market leader in the UK, one of the ways Lovehoney attempted to snatch market share from its rival was with its Rabbit Amnesty.
This project was trumpeted as the world’s first sex toy recycling scheme. It gave consumers the opportunity to dispose of their old toys in a clean, green, responsible way while also purchasing a rabbit vibrator from the Lovehoney range at half price. For each rabbit returned through the scheme, Lovehoney pledged to donate £1 to the World Land Trust in support of the charity’s tropical forest land purchase and protection projects.
“Rabbit Amnesty was originally started to make Lovehoney more synonymous with rabbits,” Lovehoney co-founder Richard Longhurst told
me afterwards. “Thinking through the logic of who owns a rabbit in the UK and where they bought it from, many will have been bought from Ann Summers. So it was a way of saying to people that if you’ve got an old rabbit in your drawer, chances are you would have been an Ann Summers customer – but send it to us and we’ll give you a new one for half price. As well as being brilliant PR, which was covered in The Guardian, Hippy Shopper and all the green blogs, it was also a useful way of getting Lovehoney in front of Ann Summers’ customers.” Lovehoney went on to develop a rabbit brand of its own to challenge Ann Summers – the Happy Rabbit collection – and its top end models retail at £99.99. The industry’s leading names are also still active in this space, with Blush, LELO, Orion Wholesale, Pipedream, Svakom, and We-Vibe all having feature-packed models competing for retailers’ spend, and let’s not forget The Rabbit Company, which arrived in Europe in 2015 with five models and now offers over 30.
Despite the introduction of suction toys, those who want good old fashioned simultaneous internal and external stimulation are still probably best served by a rabbit, and standout models include LELO Ina Wave 2, with its ‘come hither’ motion, Pipedream’s recently released Fantasy For Her Super Sonix Thruster, the appcompatible We-Vibe Nova 2, and the Womanizer Duo, which combines Pleasure Air Technology with a vibrating shaft.
Basket cases
With so many eggs and rabbits to choose from, and so much synergy with the occasion, it should be relatively easy for a retailer to come up with a creative Easter marketing plan. Offering a healthy alternative to chocolate would be a good starting point for a social media campaign, for instance.
Alternatively, putting together an Easter gift basket with a vibrating egg, a rabbit vibe, and a bottle of chocolate flavoured lube might prove to be a talking point. Especially if it also contained a few luxury chocolates to, quite literally, sweeten the deal. People want gifts and they want to give gifts, and the best retailers make it easy for them to do so. And a range of Easter ‘baskets’, with increasing price points offering higher quality items, will allow the retailer to appeal to as many people
Showcasing a top-of-the-range luxury package for silly money could also be effective: not necessarily in terms of unit sales but as a conversation starter. We could all learn from those car dealers who attract punters into their showrooms by highlighting an impractical and exorbitantly priced object of desire that most customers couldn’t afford – but which might lead them into buying a more prosaic model.
For instance, I don’t know how many people subsequently bought a lowerpriced LELO vibe following the launch of its 24-karat gold-plated Inez, but a huge number of potential consumers would have been exposed to the brand through the media coverage. Inez is still available, incidentally, for individuals with –checks notes – a £17,000 budget.
So, Easter then. Are you in? Are you going to be polishing your puns and conjuring creative catchphrases?
Here’s a few examples to start you off: ‘Eggstra special discounts this Easter!’; ‘Hop to it and pick up a bargain!’; ‘Spring into action and save on sexy stuff!’; ‘Chuck out the chocolate this year and be kind to both your waistline and your vagina!’
Okay, that last one probably needs a little tweaking…
Lovehoney co-founder Richard Longhurst
Super SoniX Thruster
Orion Wholesale’s The Magician Rabbit Vibrator
/ 19:30 HS
Monday May 26th / 19:30 HS
BASTIAN BEACH BARCELONA
¡Prepárate para una noche inolvidable en el impresionante BASTIAN BEACH en Barcelona!
Get ready for an unforgettable night at the stunning BASTIAN BEACH in Barcelona!
THE OFFICIAL
Las entradas están disponibles exclusivamente a través de los expositores. Asegúrate de solicitar la tuya a tu expositor de confianza.
Tickets are available exclusively through exhibitors make sure to request yours from your trusted partner.
Gearing up for Masturbation May
What’s the difference between an egg and a wank? You can beat an egg. With that in mind, Paul Smith urges retailers to take advantage of May being International Masturbation Month…
Retailers are constantly reminded to update their windows, theme displays, change stock around, and highlight new products with the changing seasons. Adopting the ‘vanilla’ calendar’s festivals for promotions is all well and good – and we hope you had a great Valentine’s – but there are other options. 28th of May is International Masturbation Day. A title I’d personally take as a challenge. How many countries on the day? I’m not as young as I once was… or perhaps stand in Norway and ejaculate into both Sweden and Finland (a different time zone!) simultaneously. Sure, it means a boat ride to a remote rocky headland, a walk of a few kilometres through scrub and forest, and out into a lake, but there is a raised walkway… I may have overthought this because, as I’m sure you know, it’s not actually that sort of day of celebration.
Instead, it’s a follow-up to National Masturbation Day (7th of May, three weeks earlier) which is about to celebrate its 30th holding (cupping, caressing), and Wikipedia confirms that May is International Masturbation Month, so I believe that implicitly. It exists to challenge
taboos, normalise something inarguably normal, and give the pleasure product industry something to make a fuss about.
The history of masturbation is a long and colourful one. Several prehistoric dildos have been found and while many museums go for more coy descriptions, by the time the carver added veins and glands I’d say their intent was clear. Yes, it might become a deified object for the celebration of patriarchal somesuch… but there’s more than one way to indulge some worshipful fervour. By the time organised religion comes along, such things are either not spoken of or prohibited (a guaranteed way to boost its appeal) as onanism. Arguably the weaponising of shame to help control people. Yet it’s beyond religious objections where a world of commercial opportunities may be – and long has been – found. Before you
think I’m calling the sexual pleasure industry exploitative, I’m actually thinking of the anti-masturbation industry which, to my mind, is considerably more insidious. Kellogg’s Cornflakes get an unfair slice of the criticism,
‘challenging’ views (pro segregation of the races, keen on eugenics) among what’s mainstream now, a century later (vegetarianism, anti-smoking, hydrotherapy), and even fashionable: enemas, routine circumcision without an anaesthetic as an ‘efficacious cure for masturbation.’ Ahem.
In this period – the early 20th century – there was a lot of worry about losing vital life force energy with every ejaculation and a feeling that men were losing masculinity. The growing spectre of war, and of women’s suffrage (very emasculating for some men of the time), lead to a surge of focus on men’s bodies. The naturist movement, active holidays for health and wellness, and even a bodybuilding craze were all linked to ensuring men were fit to fight – and breed. At times, the anti-wank movement became a mania.
hairy palms, or lack of… Focus! Instead, for our industry, it’s a huge slice of the business of pleasure: both physical
Audiobooks, actual books, magazines (to a declining degree, but they are still published), DVDs, and the wilder content of the internet – erotic writing and visual porn – are all mostly serving the one-handed surfer, watcher, listener, or reader, market. Sure, some people are watching porn with friends (my VHS teenage years weren’t unusual, but were a bit odd, looking back) and intimate partners and playmates, but usually as the warm-up act to something more, well, fucky.
You can tell a lot about a person from their porn or erotica choices. Unlike the team sport of sex, wanking is usually a solo endeavour so there’s no one to please but yourself. The internet isn’t judgmental, so users feel free to hone their stimulus to best hit their stimulation spot. Plenty of women who’ve never licked a pussy in anger will hunt out the hottest lesbian action. Guys who gag at the smell if they have to use a recently vacated public toilet will happily stroke over Japanese scat videos – perhaps while questioning their choices, but what works, works.
Anti-wank mine
Anti erection devices such as the ‘jugum penis’ and curved sounds to be locked in place (hollow sounds, you’d have to hope, for practical reasons) were not uncommon. Boys at boarding schools would be equipped with boxing gloves at night, to ‘fight off’ the urge to stroke the sausage – as well as to make it a significant physical challenge. The phrase ‘self-abuse’ was bandied about, giving you an idea of where attitudes towards masturbation lay at the time.
Channel 4’s Wank Week was due to be broadcast in the UK in 2007, but was pulled off, so to speak, before transmission after objections from senior figures. 18 years and hundreds of TV channels later, I don’t think there’d be such an outcry.
These days it’s generally accepted that a flick of the bean or a bash of the bishop won’t cause blindness,
Every Lord of the Rings, Star Trek and Harry Potter character has its erotic fanfiction (slash fiction being the homoerotic version, usually) and I am including the Uruk-Hai, Exogorth (giant space slugs) and Aragog; a flesh-eating spider you might find in the Forbidden Forest. The fun thing about fantasies – be they vampires, Barbara Windsor in Carry on Doctor (1967), a minotaur with a doubleender, or mysterious tentacles of urgent exploration – is that they don’t need much of an anchor in reality. Practicality, even survival, aren’t a consideration unless the urge to turn fantasy into reality becomes unstoppable. Phrases like ‘consensual non-consent’ exist to highlight the safety buffer between the possiblewith-careful-planning and the dangerously ill-considered for playtime more demanding than a conventional Friday night shag. No Nut November, Locktober; there are several opportunities to abstain from diddling, but then along comes Destroy Dick December and Masturbation May to swing the pendulum of genital jostling back the other way. And there was much rejoicing.
Hands-on time
History lesson over, it’s time for the practical. You know what your customers like, which lube they’re buying, and what sales opportunities that affords you. So let me just list a few things to think about. The Tenga Flex is a personal favourite, in terms of aesthetics. Visual appeal being ‘the first taste is with the eye’ of food, and something more graphic for sex toys. ‘Your beast deserves the best’, or
‘Pretty dildos just hit better’ perhaps? Anyway, the Flex’s spiral ribbed casing is very sculptural and the addition of a drying stand in the box makes for a ‘complete package’ for penis owners.
Fleshlight is another firm which, having sculpted somewhere pleasant to place the old chap, have worked hard to make it an attractive place. Be that reproducing porn stars’ pudendum, puckered poopers, and luscious lips, or by adding those performers’ pictures to the packaging.
Pipedream’s Fuck Me Silly and PDXtreme masturbators have a significant fanbase, and models to appeal to a broad spectrum of tastes. Crazy Bull masturbators is another brand I often see on my travels, showing there are good products for more price-conscious customers. Dildos, vibrators, rabbits, air pressure wave toys; women’s – or I should say, vaginal - masturbation is probably
even better served by a dazzling variety of products reflecting the fact that tastes, budgets and physical reactions differ wildly. This is why offering a range of sizes, shapes, colours, and functions, power levels, different vibration patterns, and so on matters so much. Toys which deliver the goods are always going to be a girlor-guy’s best friend.
The Tenga Flip Zero, Lelo F1S v2, Fun Factory Cobra Libre II, literal milking machines, blowjob simulators, warming masturbators, Fun Factory’s Manta, something from Doxy or Rocks-Off, a two-foot-long knobbly black invader designed by a fan of brutalist architecture, or that handy pocket-sized travel item – whatever it is,
Fleshlight Boost
Pipedream’s PDX Fuck Me Silly 2
Fun Factory’s Cobra Libre II
matching consumer with product is the ultimate point of retailers. So, spread the word.
I saw a sign ‘Wa#k for Health’. Now, someone had probably scrubbed out an ‘l’ and not an ‘n’, but it made me think. The duvet has somewhat been lifted from the secret world of rubbing one out, but we should not shy away from further, location-appropriate, promotion of the benefits of spanking the monkey.
For example, for anyone who’s been soothed to blissful sleep by cumming, the idea that a masturbation-derived orgasm is somehow less valuable than a sex-inspired one probably won’t hold much water. ‘Wank for Orgasm. Orgasm for Better Sleep’ would look great as a midcentury Soviet-style poster slogan.
Love yourself
“Wanker!”, the 1970s youth exclaimed, but it’s not an insult you hear so often these days. On this scant evidence alone I’m going to say attitudes towards masturbation have changed a lot. GQ Magazine recently ran a ‘Best Male Masturbators’ feature, giving Hot Octopuss Pulse Solo, the Tenga Egg Wavy II, Fleshlight’s Pink Lady Destroya and Quickshot Vantage, plus The Handy their time in
the spotlight. The Handy is a self-stroker, hitting an eyewatering 600 strokes per minute. 10 per second sounds like an initiation trial and I’m not sure I’d want my crown jewels ‘hazed’…
Sex machines – which can often be adapted to become powered masturbators but typically service holes like an irrepressible robotic sex god, hellbent on the long tease or short liquidation – are the highest end of wanky options. While Masturbation May could be seen as a cynical marketing ploy, there’s no harm in it and medically, there are advantages to this free form of entertainment. Mental health studies show it’s a healthy option especially good for dealing with stress, and a rush of endorphins helps keep many biological systems within the body more engaged.
Pushing the sexual wellness aspect of a hand shandy might be a useful angle for your promotion or advertising – Cum As You Are - but for most fans of a diddle, it’s going to stay all about the fun.
‘Treat your Meat’, ‘Make a Withdrawal at the Wank Bank’, or ‘Say Hello to a Vulva Dissolva’, perhaps? ‘That Bean
about masturbation; it’s so versatile. It can be the art of Andy Warhol or the political statement of… whoever you feel appropriate. It’s bath time, it’s the train toilet quickie (there’s a basin in there; use it to wash your hands!) for the lone traveller, and it’s probably the most popular sexual act in the world. Especially if you include 15-year-old boys.
Mile High Club, or defragging the hard-drive, you know your customers are looking to enhance their private time – even if that private time is something they like to share with a partner, strangers on the internet, or a small
There are also shady men in moonlit car parks, paying clients on OnlyFans, and so on. That’s the lovely thing
‘Company offers staff half-hour masturbation breaks to boost productivity’ was a recent headline you may have seen. Erica Lust who owns Erica Lust Films of Barcelona absolutely knows how to get some free promotion via a press release (the story was all over Metro, The Daily Mail, LADbible, The Mirror etc.) said: “I value my employees, and I know that when they feel good, we do good.” She added, “So, knowing that there’s only one thing that will make everyone feel good, I’ve set up a private masturbation station for them to enjoy.” Clinical sexologist Avril at the company commented, “Masturbation has been shown to not only make you happier, more relaxed and more focused, but it’s also good for creativity and increasing your drive to get things done. Plus it releases endorphins, helps you decompress and relieves tension and stress.
Basically it’s the perfect medicine for a stressful
Like a Welsh roofer with premature ejaculation issues, it’s time to wipe the slate clean on masturbation. It’s a tough (hand) job, but someone’s got to do it. So reach out to your customers; tug them if you have to. In these difficult times it might stop them climbing to the roof of a tall building and tossing themselves off. With the right toy wank-happiness is only minutes away.
Tenga’s Egg Wavy II
Fleshlight’s Quickshot Vantage
Orion’s Suck-O-Mat
The Handy
the Snail Universe Spotlight:
It’s apparently good luck if a snail enters your house, so your stores should have a very bright future as there’s an abundance of them heading your way. Snail Vibe inventor Sergey Topolev talks Dale Bradford through his latest launches…
Can you remember where you were when you first saw the Snail Vibe? Wherever it was, I imagine your initial impression was very much like mine: well, that’s a bit different.
It certainly was and, six years later, there is still nothing else like it on the market. Sure, there might be other devices that claim to offer the power of a wand, the depth of a dildo, and the stimulation of both the clitoris and G-spot, but they certainly don’t resemble a snail. If attention-grabbing looks were all Snail Vibe had in its locker, it might have become just an
Marie Claire, Men’s Health, Woman’s Health, and many more, this is one Snail that hasn’t been slow to come out of its shell to win friends and influence people.
Snail Vibe inventor Sergey Topolev filed the first patent application for the device in 2016 and mass production began two years later – but only after Sergey had developed a new manufacturing technology to produce the unfolding design.
“The idea came from a joke ‘What do you get if you cross…’ conversation,” Sergey says. “My wife pointed to a dildo and a wand, and I worked out how to do it. We didn’t know the sector from the inside, we were just consumers looking for the sex toy
The Snail name was added when it became apparent that the finished design resembled a shelled gastropod: “We called it that amongst ourselves at first,” says Sergey. “And when I got the technical documentation for the mould and found the Chinese character for snail, I realised that this name would catch on.”
The reaction from the market was
overwhelmingly positive, and the original Snail Vibe was named Innovative Sex Toy of the Year at the 2020 XBIZ Europa Awards.
“People are attracted to anything new and mysterious,” says Sergey. “Although the shape of Snail Vibe reveals my idea, many people understood the difference from the first use.”
The Snail Vibe difference was constant stimulation of the clit, while also delivering an internal sliding movement mimicking penetration. If you’ve never seen it in action, and that description sounds rather dry, visit snail-vibe.com and see what you’ve been missing. As soon as a video of Snail Vibe hit the net, the product sold out. And kept on selling out. Hardly a surprise when one video was seen over 18 million times.
You’ve got Snail
And now there is the Snail Universe: four new collections, each containing three new Snails: SnailMagic, SnailDildo, SnailWand, and SnailRabbit.
SnailMagic brings together two recent industry innovations, the unrolling arm design of Snail Vibe and vacuum waves. “At first glance, these ideas seem incompatible,” says Sergey. “A vacuum stimulator should
SnailWand
be stationary, but we did it. The freely rotating vacuum head will never move, even with the most intensive use of the insertable part.”
SnailDildo takes the original Snail concept and adds a suction cup; SnailWand features a new head design, a curved handle, and a more powerful motor and delivers low-frequency vibration on the outside with simultaneous internal stimulation; and SnailRabbit gives the traditional rabbit design a contemporary update. Each collection includes a straight version for long-stroke stimulation enthusiasts, a curved version for those seeking to target the G-spot stimulation, and a travel-friendly mini version.
“Each product has its own feature aimed at a specific segment, and the more segments are involved, the more complete the circle of interested people will be,” says Sergey. “I was able to create designs in a single Snail style, so a whole collection was created, a team of superheroes!”
Far be it from me to question someone who clearly knows what they’re doing, but isn’t it more usual to drip-feed the release of new products?
“According to the rules of the market, I probably should have done so,” Sergey agrees. “But
Which begs the question: who is driving the demand for new designs – Sergey, the retailer, or the consumer?
“I have been and will remain on the consumer side,” Sergey says. “The retailer chooses what the consumer will buy, and the manufacturer chooses what the retailer will buy. I look at what I would buy through the eyes of the consumer. Brand, philosophy, packaging… it doesn’t matter when the consumer is alone with the product, it’s like people undressing for intimacy.”
Snail merge
Customers have reportedly welcomed the new designs with open arms, and Sergey says proudly that the Snail Vibe Universe is the largest collection of products focused around a single key component that offers so many ways of playing.
“And even in this collection, my invention has not revealed its full potential,” he says. “Anything that can be inserted, or where it can be inserted, and even non-insertable toys can be combined with my invention. How about a
Yes, in a world exclusive (certainly at the time of writing) which allows us to say ‘you read it here first – and saw it too’, ETO can reveal that a SnailPad is entering the Snail Universe, “Combining what seems incompatible,” according to Sergey.
It is normal for manufacturers to set a variety of targets for their new products, but for the new additions to the Snail Universe, there is only one: “The main target is variety of pleasure,” says Sergey. “Orgasms have different shades, like taste sensations, you will not know until you try.
The most innovative is the SnailMagic, the first sucking vibrator that does not lose contact during penetration, the SnailDildo is the most requested product, which now has a suction cup, the
SnailWand is elegant and powerful with a comfortable handle, and the SnailRabbit has a very gentle vibration for sensitive vulvas. Each of the five lines has three modifications that will give you new sensations in bed.”
Has Sergey now nailed his colours to the Snail-shaped mast? Will all future products also be Snail-based in appearance and style? You probably already know the answer…
“There is no other way,” he says. “I have ideas for 100+ products with Snail Technology. Usually, after the success of an innovative product, regular products are released under the same brand, but this is not the case.”
And you might even see the Snail Vibe design popping up in other manufacturers’ catalogues…
“There are so many amazing collections released every year by different brands, and I often imagine Snails in their style,” Sergey says. “Feel free to contact me at license@snailvibe.com – maybe Snails are what you are missing.”
For more information about the Snail Universe visit snail-vibe.com and the B2B portal can be found at snailvibe.com
SnailRabbitTM Collection
SnailPadTM
SnailDildoTM
SnailRabbitTM Mini
Sisters are doing it for themselves
May is Women’s Health Month, and there are now more products than ever directly targeting women’s needs at different stages of their lives – from puberty to perimenopause and for the apprehensive to the accomplished. Imogen Lees asks industry specialists around the world about what’s out there for women.
What would make you happy? A Euromillions win? An out-of-this-world sex life? Maybe just someone to bring you a coffee in bed every morning. But when you think about it a bit more, you’d probably choose good health. May is Women’s Health Month – an event that started at the turn of the millennium in the USA but is now recognised worldwide. Brands throughout the industry are focusing on women’s health, whether that’s through how products are designed, manufactured or packaged. They’re also thinking about how women’s bodies adapt to different life stages – what you love aged 15 may well not be what you love at 50! (Well, unless it’s Robbie Williams.)
Our bodies change, whether we like it or not. Let’s be honest: during puberty, this means hair. Legs, pits, pubes… young women often want to remove their hair, but waxing and shaving aren’t great for long-term healthy skin. The Femintimate range supplied through Net1on1 Wholesale includes an exfoliating cream that contains papaya extract (alongside other natural ingredients) and promotes cellular renewal, as well as softening skin. Femintimate also make a cleansing mousse designed to keep intimate areas clean – often another priority for young women, yet not always something they know how to do in a healthy way. And women of all ages should be aware that vigorous cleaning can do more harm than good. Danielle Warn, wholesale sales executive at Net1on1 says: “Use gentle
products, organic products – nothing with any nasties in. There’s a lot of products that still have parabens in – stuff you really shouldn’t be putting ‘down there’!”
First time toys
You don’t need to be young to explore your body for the first time… and why wouldn’t you want to explore your body? We all know about the mental health benefits of orgasm: the release of dopamine, oxytocin and endorphins not only give us that intense rush of pleasure, but can also promote better sleep, reduced anxiety and – unshockingly –happiness. But the range of self-love products on offer can be intimidating if it’s the first time you’re buying. “Lots of people want to try out sex toys but don’t know exactly where to start,” Jana Michalke, marketing manager at Orion Wholesale explains. “This is where our beginner toys come in – they invite people to discover themselves (and/or together with a partner) with playful ease.”
Orion’s Cuties are small, lightweight vibrators in pastel
textures. Sets such as Six in a Row, from You2Toys by Orion, are also very popular with women beginning their sexual journey. “They give people a great opportunity to try out toys in different sizes and with different functions so they can find out what feels best,” says Jana. Orion
An Orion Cuties Vibrator
comfortable or be less anxious of insertable sex toys. We designed the Iroha Koharu to be as slim as a finger, which is great for those who are familiar with the sensation of their fingertips but want to take their self-care journey to the next level.” Of course, your first toy doesn’t need to be a vibrator. “Even today, many women are unfamiliar with their own bodies,” Stephanie Sietz Meza, CMO at Intt Cosmetics tells us. “This is largely due to taboos, cultural beliefs, upbringing, and even societal pressure. When developing our products, we always focus on helping women break these barriers and begin exploring and understanding their bodies.” Intt Cosmetics’ Orgasm Now has been created as a bridge between a vibrator and an arousal gel. It’s discreet – it looks like a pen – and it combines a warming arousal gel with a vibrating tip that stimulates the clitoris.
Toys don’t need to be phallic, either. Lovehoney’s Womanizer Liberty 2 is a great introduction to clitoral
stimulation and suction, and for anyone wanting to explore dual stimulation (clitoral and G-spot), the Womanizer Blend is an ideal starter. Meanwhile, the brand’s Womanizer Wave is a clitoris-stimulating showerhead that attaches to any standard shower. With three settings for different levels of arousal and stimulation, it also uses 60% less water than a standard showerhead! Pleasure and cheaper utility bills – who could ask for more?
Staying safe
Safe sex is of course a massively important part of women’s health, which means keeping toys and pleasure products clean using materials that aren’t going to inflame your body. “All materials can harbour germs,” says Danielle from Net1on1, “so the Femintimate anti-bacterial spray is an essential to have alongside any toy that you purchase.” It’s colourless, odourless and alcohol-free.
“Hygiene is the be-all and end-all when it comes to using sex toys,” adds Jana from Orion. “That’s why we offer a wide range of cleaning and care products – so that toys can have a long shelf life and people using the toys can have a pleasant experience at all times.” Orion’s Love Toy Powder is corn starch-based, which means you can use it with latex products, and the O-Cleaner sanitising spray is completely vegan.
Peri– and menopausal help
Lubes can enhance pleasure for women of all ages, although the onset of perimenopause can mean changes in natural lubrication, so a hydrating lubricant could make a huge difference. Stephanie from Intt Cosmetics recommends the brand’s Hydra Plus, infused with hyaluronic acid (widely known for its moisturising properties) and centella asiatica (a herb traditionally used in Ayurvedic and Chinese medicine which provides greater comfort during intimacy).
Orion’s Just Glide lubricants are notable for their high-quality ingredients – Just Glide Premium is enriched with hyaluronic acid and panthenol and is a 100% vegan, waterbased, non-greasy gel. “While the panthenol
soothes the skin and supports its natural protective barrier, the hyaluronic acid provides intense moisture and gives it a particularly smooth consistency,” explains Jana from Orion.
Loads of women in perimenopause take marine collagen supplements – via pills, or gels marketed in various flavours of disgusting – because collagen can help to improve skin, joint and hair health.
Femintimate’s intimate lubricant (available via Net1on1) contains both marine collagen and phytoplankton, so it not only aims to give users a long-lasting frictionless experience but may also promote intimate health. Net1on1 also stock Sliquid Organics Natural Lubricant, which claims to be the purest botanically infused lubricant available. It’s paraben- and glycerin-free and is designed not to become sticky. Dryness isn’t the only periand menopausal symptom, of course: there’s all the fun of hot flashes, loss of desire, fatigue, night sweats and brain fog as well. Yay. In 2024, Womanizer teamed up with the Kinsey Institute to survey 1,500 women in the USA aged 40-65 about the changes they were experiencing, how their sex lives and pleasure were affected and how they were managing
Tenga’s Iroha Kohura
Antibacterial Cleaning Spray from Net1on1 Wholesale
Intt Cosmetics’ Hydra Plus
Hot Octopuss’ DiGiT Vibrator
Lovehoney’s Womanizer Liberty 2
Net1on1 Wholesale
symptoms. The project was sponsored by Womanizer’s Pleasure Fund, the brand’s five-year commitment to researching women’s health and sexual wellness.
Womanizer’s survey revealed that masturbation and sex are effective strategies for symptom relief: 36% of respondents said masturbation helped alleviate their menopause symptoms, while one in 10 said masturbating was their primary tool for managing symptoms such as night sweats. “There is no reason that masturbation should remain a secret in menopause care,” says Verena Singmann, head of PR for Womanizer (owned by Lovehoney Group). “Women have the right to know all their options when it comes to managing the challenges of menopause and with Womanizer, we want to break the silence around masturbation as an empowering and effective choice.”
Women in peri- and menopause are sometimes advised
to take up weight training in order to improve bone density and muscle capabilities. Guess what? Arm and leg muscles aren’t the only ones that can be trained. Femintimate’s IntimRelax Vagina Training Kit helps women experiencing reduced oestrogen levels (and a less elastic vagina), as well as those who may have developed nerves around penetration. The kit comprises three dilators of increasing size and weight, designed to help to alleviate discomfort caused by atrophic vaginitis and reduced natural lubrication. “Once it’s worn,” explains Danielle from Net1on1, “it will contract the vagina walls, which will strengthen it. Like any muscle, it will build and become much firmer.”
Taking back control
Loss of arousal can be devastating, but the right products can help women to regain control of their sex lives. Hot Octopuss has just launched a new version of its bestselling Pulse Duo. Designed for couples, the Pulse Duo stimulates the clitoris and other parts of the vulva without penetration. “It’s really good to warm up the nerve endings and improve circulation in the genitals,”
rich vibration. Kelly tells us: “I’ve had people who are menopausal who have said it’s been the first time that they’ve been able to experience orgasm since menopause. Some people have become really emotional because of how deep the sensation goes into the body, through the nerve endings and the inner parts of the clitoris and the vulva.”
Of course, it doesn’t matter how amazing a toy or product can make you feel if the colour or the packaging puts you off buying it in the first place. Kelly from Hot Octopuss explains: “Although our products aren’t gendered, we try to attract the end user as much as we can based on what we think they’re going to want to see and what they’re going to want to experience from the product as well.” For example, the Amo and the DiGiT are bright, young colours – fuchsia pink and bright orange – whereas the Pulse Queen is a more tranquil turquoise.
Danielle from Net1on1 explains how important presentation can be: “Dropping back to the days of, for example, a rabbit vibrator, they would stick naked women on the box – what woman would want to buy that? How is that appealing? But now women shop in sex shops – the whole industry it is more welcoming to women.” She highlights Feminitimate and Sliquid’s packaging in particular as not looking out of place in anyone’s bathroom cabinet.
Monica Chang from Tenga explains how the brand prioritises women’s wellbeing in their packaging. “We understand that masturbation does not replace sex,” she says, “and it is something that anyone should feel comfortable doing. This is one of the reasons why our products do not mimic human anatomy, and we try to make sure that the design and the packaging are welcoming.
“For Tenga Iroha brand, this means creating products that look beautiful as home decor and have packaging that is appealing to the majority female audience,” she adds.
Women’s health is clearly becoming a key part of product ranges and marketing campaigns, which will hopefully empower more females to harness their sexual needs to improve their confidence at all stages of life. As Jana from Orion puts it: “Women’s health should always come first – this doesn’t just include physical wellbeing, but also pleasure, self-determination and a positive body image as well. Self-love plays a central role too because sexuality is an essential part of life. In order to really enjoy it, it is important for people to know themselves and their own body. Only those who feel comfortable in their own skin can experience pleasure in all its various forms – whether it’s being enjoyed alone or with a partner. Because at the end of the day, sex makes you happy – including sex with yourself!”
Femintimate IntimRelax Vagina Training Kit from Net1on1 Wholesale
More Compact
Monogamy’s box is now 40% smaller, making it more convenient for both retailers and players. This reduces storage and shipping costs while offering a discreet, shelf friendly design.
More Chic
Monogamy now boasts a sleek black box with gold foil embellishments, offering a premium, modern feel while preserving it’s essence. The upgrade includes a satin storage bag for your game pieces, enhanced card quality, and a colour rule book for an elevated experience.
More Amour
Originally written nearly twenty-five years ago, Monogamy has now been updated to ensure it’s just as exciting and relevant as ever, guaranteeing great nights of intimacy, passion, and fun for years to come.
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The game is priced more competitively for both wholesalers and end customers, enhancing its appeal and driving higher sales volume - ultimately boosting your revenue!
Pills, potions, and poppers
Selling a big-ticket item is great, but seeing ‘back again’ customers for the second time in a week is probably more profitable in the long term. In this article Paul Smith seeks out the three Ps that every adult store should be stocking…
Consumables are the cornerstone of the global economy. Repeat business is what every stage of the manufacturing, distribution, retail, and disposal industries rely on. It’s why Heinz has been a sauce of success since 1869 and it’s also why washing machines, which could be made to last for a hundred years, aren’t and don’t. Retailers in the adult sphere know it’s condoms, lubes, supplements, and room odourisers (in territories where their sale is legal at least) which bring familiar faces back, time after time.
Lubes and condoms get regular coverage in the trade press so in this piece I’m going to focus on the other stuff on shelves and stands all around your till area. For online retailers, just imagine a till area, and for manufacturers and distributors, just imagine the sales challenges faced by on and offline retailers and create better products with better packaging accordingly. Surely it’s as simple as that?
One example of slick graphic design in this
market is INTT branded lines from INTT Cosmetics, which recently drew my attention. Hard Man Power (rather route one as a name, but it is good to include the promise in the branding) is a stimulating gel intended to intensify male pleasure when it’s massaged into the ‘intimate area’ until the user feels the effect. 15ml bottle. In the same brand, Dura Max Power is a delay spray, letting the user power on longer than they might otherwise be able and that’s usually regarded as a win for everyone involved.
There’s a million different options: numbing cream for anal use, arousal gel, hot and cold tingles for clits ‘n’ nips. You could also include massage products, candles (you
can only burn them once, making them a consumable), candles which become massage oil, candles for ‘hot wax heat stimulation’, single-use toys, even. Mike McGee of DVM Enterprises, based in Burton-on-Trent, England, told me: “Most of the shops we deal with, their breadand-butter products are the pills and the poppers. There’s been lots of versions which have come and gone over the years and I don’t think the supply chain is always reliable.”
Mike added: “We launched our Dynamite herbal enhancer tablets – which are great because you can break them in half if you just want to experiment, or don’t need a full one to get the effect you’re after – in 2012. Can’t believe it was that long ago. Always a good seller. Our capsule product is Dynamite Extra, which we launched a couple of years later. That’s proven especially popular with women, which is great. Having
something which works well for everyone doubles the size of your market.”
I asked what else DVM had for that sector and Mike told me: “Following that up, we launched a women-specific product called Passion8, which is a bit of a play on words as it sells in boxes of eight pink capsules. That came out about six years ago, I think, and has done very well for us at retail and as a wholesaler. Most of the stores we deal with take them and there’s solid repeat business as they deliver on the promises on the box. You have to be careful with the wording on packaging, as you can imagine. No medical claims. We sell lots to a major London retailer who has a couple of high-profile stores. “We focus on those three lines. We’ve tried others, in batches, but it’s proven better to work with Dynamite and Passion8 as they’re our own exclusive brands, manufactured in the UK. People know them as they’ve been around a long time, and that familiarity is a useful selling feature. They are something which gets asked for by name, which is lovely.”
While pills and capsules are solid business for DVM, Mike told me the company still sells lots of DVDs, even though new content is harder to come by. He concluded, “We just do short runs of a few copies now, but maybe a couple of hundred titles at once. So the variety is still there, and in the last couple of years we’ve seen an upswing in sales of DVDs. We’ve a back catalogue of around
800 titles and it’s still good business. Lastly, we bought The Adult Centre shop in Clacton about three years ago, when the owner wanted fresh challenges in a different market. There’s a few new shops that’ve opened – the third Scandals store, Liverpool way, opened last year, and some of the old Private stores which were sold off have had a makeover. There are opportunities and people are looking to expand; a good sign for the industry.”
An often-overlooked area for these sorts of consumables is the vending machine route to market. In the UK it’s not unusual to see condom machines in the toilets of fuel stations and supermarkets, but in the last 15 years or so cock rings, and ‘magic beans’ (male performance boosters) have become much more popular as machine contents. Period products, textured fingertip stimulators, and lipstick-sized vibes are also out there, or certainly should be.
European trends for vending machines can differ wildly from nation to nation, thanks to rules on what’s ok to sell without any age verification not being universal. Nowhere in the EU approaches anything like the seemingly unhinged world of Japanese self-service machines, and I say that’s for the best. Physical retail benefits from the instant availability of product instore; one large thing they have over web sales. Compete against a large vending machine full of dildos, plugs, vibes, pumps, bondage tape and boxed lingerie, and you only have your sales pitches,
stock breadth, and a welcoming smile to battle against the low overheads of a staffless, automated box o’ tricks.
The nose have it
The subhead above is a political joke that’ll really only work in Britain. Poppers were almost banned here under strong anti ‘legal highs’ legislation which was introduced in 2016, until MP Crispin Blunt spoke about using them personally in parliament. By which I mean he spoke in parliament… the Psychoactive Substances Act was introduced to counter a surge in deaths from unregulated products which would mimic the effects of Class A drugs. For a while it seemed poppers would be included, until advisers stated their effect on the brain was ‘peripheral’. By their, I mean the poppers, not the advisers. The sale of poppers across Europe – sometimes called room odourisers to avoid the ludicrous accusation they’re intended to be sniffed directly from the bottle (as if!) as an enhancement to sex (outrageous!) – is, according to the internet, a ‘nuanced and varied landscape’. Which is putting it mildly when the chemical mix has been tweaked and tweaked again to remain within the law, marketing restrictions change and change again, and outright bans can come and go.
Aromas, as poppers are also often coded, draw political and legal attention for questions over safety, health
Mike McGee of DVM Enterprises
implications from prolonged use, potential misuse, and formulation. People have died while using them so the questions are fair to ask, but then people fall in the bath, trip down stairs, and die while putting their trousers on. My point being few things are risk-free and arguably, the person killed using poppers today might’ve had their heart attack tomorrow instead, without chemical assistance.
Germany has a fairly typical stance, where poppers are legal, but the composition is strictly controlled and they can’t be marketed for direct inhalation. In Spain, they’re not for human consumption full-stop, so get sold as leather cleaner. Some countries are very relaxed (you’ll see public ads on bus shelters in Mexico and Brazil) but don’t even think of taking poppers into Singapore… Finland also have very anti legislation according to one
site, and are fine with them according to another I saw, so pick your online information sources with care. Everyone says they’re fine in The Vatican though, so that’s good. Gay toy brands often launch their own poppers, such as Colt, but Rush, Hard Rock XXX, Juic’d, , King, Alpha, O-Juice, and Amsterdam are among the better-known brands, without an obvious marketing link to other gay lifestyle or sex products.
They’ve been used in the dance/club/sex scene since the 1960s, but a history as a vasodilator predates this. Before more carefully researched and tested medicines became available, amyl nitrate was sometimes used to treat angina and other heart conditions. Not recommended. The sale to minors is naturally a big nope, and I kept seeing references to the German gay club scene of the ‘70s and ‘80s as the spiritual home of poppers.
The roominess of a leather jockstrap suddenly being a perfectly reasonable question.
Red Fun Wholesale promise its Wings products (Strong, Extreme, and Platinum) offer, “pure energy that grabs you and flows through you to lift you into a state of boundless euphoria, happiness and freedom.” Based in Wakefield, beyond poppers/odourisers/aromas the firm supplies rubber, leather, and neoprene clothing and accessories, BDSM, anal, cock, and medical toys, plus lubes, condoms and more. Stocked popper brands include Rush and Amsterdam.
In researching this article, I saw website after website listing product upon product. It showed me how bulk online sales are a very significant part of the poppers business, which makes me think offline retailers looking to compete need to be thinking about box-purchase discounts. With some poppers offered in 30ml bottles as well as 10ml, there may be opportunities to up-sell based on container size as well.
The names scrolled past my eyes: Poppers-aromas.eu, aromasuk.co.uk, roomaromas.co.uk, poppersplus.co.uk, thepoppershop.co.uk, poppersupershop.co,uk…
On the Prowler
Prowlerpoppers.co.uk brought me to a halt. Prowler is a long-established and well-known name in gay retail in the UK. The company has four shops in Bristol, Brighton, Bournemouth and Soho, plus Prowler Red on Old Compton Street in London.
Toby Branston, director, explained that prowlerpoppers. co.uk is run separately from the stores due to payment processor restrictions but the name is used under license. I asked who the customers for poppers are and Toby explained: “I’d say poppers historically have been primarily male market, however we are now seeing hetero couples move into the market. Fundamentally, it’s not just gay men who like anal sex. We did an accessall-areas campaign aimed at straight couples which was extremely successful. In addition to this, there’s also a big rise in the 18 to 20-something clubber customer. There are a lot of poppers now making their way into raves and dance clubs.”
Toby responded to my questions about what drives decisions between the many brands by telling me: “There is brand loyalty, however this is down to the effect rather than the brand. There’s significant difference of effects between brands and different people like different things. In our opinion the best on the market currently is Double Scorpio and Rock Bottom [also made by Double Scorpio] and while it’s expensive, that’s because we have to ship it from the US via special carrier as it’s explosive. It obviously also attracts import duty as well as having a high unit cost price. It costs us more to buy than we sell most other
Vending machines are another route to market.
products for; it retails at £24 for 10ml, whereas most other UK produced 10ml bottles go for around £5 each. Despite this cost it’s our fastest growing consumer-sales brand, and we also distribute. Not only is the effect really smooth due to the strict manufacture process, there are no impurities so no side effects like headaches etc. It also lasts if stored correctly in a fridge. It’s around six weeks before the product starts to degrade. Whereas typical UK products don’t last much more than a week once opened. Pentyl based products - rather than ISO - are also growing really well. These are shipped in from Europe and offer a body and head feeling which people enjoy.”
Heritage brands aren’t the be-all-and-end-all then, I wondered? Toby replied: “Liquid Gold is our biggest seller due to brand recognition and it’s a really solid reliable product. After Liquid Gold there’s Rush, English,
and Amsterdam Gold. These are all solid products which have lots of repeat custom, plus our own Prowler brand sells well within this market.”
The accessories market for poppers is limited, but Snffr caught my eye. A bottle topper with two prongs, allowing the user to inhale via both nostrils at once, is a neat idea. They look 3D printed in promotional photos, which would make sense for a low volume or launch product, but I’d expect manufacturing to switch to something more conventional. Available in two sizes, to fit on smaller and larger aroma bottles’ necks, there is also a model which holds two bottles for ‘a big hit’ – directing fumes into
converging nostril prongs with rounded, comfortable ends. Very neat. The oddly placed holes you might notice in photos is for a cord to hang the Snffr around the neck. Great for men without a roomy leather codpiece, and something of a more visible invitation to share? Whatever your pills, potions and poppers offerings, keeping an open mind and an eye on the market will help you keep those very important repeat customers coming back for more and, hopefully, making bigger purchases from time to time. Offering something new is perhaps the classic way to boost consumer engagement (alongside the powerful magic word that is ‘Sale’) so never be shy to try a new line or two. And a subtle drugs reference like that in your advertising is not to be sniffed at.
Prowler Poppers website
XTRM SNFFR
XTRM SNFFR Twin
Social Intercourse: what have we learned?
Tabitha Rayne takes a look back at some key takeaways from her ‘social media for the adult biz’ articles, reflecting on valuable lessons learned along the way. And backing up files remains high on the list…
Over the years of writing this series, I’ve gathered insights and observations that continue to evolve. What I’ve learned is still very much less than what there is to know, even with all the amazing and generous input from the people and brands I’ve encountered.
I’ve aimed to make a place to share the ups and downs of social media marketing while running an adult business as it can be a lonely and extremely time-consuming place. Especially when everyone around you seems to be thriving with viral posts and sponsored content flashing up on your feed over and over again. When I first started, I tentatively approached small and medium brands, hoping they might give me a few hints and tips. I made it clear I didn’t want to steal any trade secrets but a win for one is surely a win for all, and lucky for us, some of these entrepreneurs were very keen to share their successes.
Key takeaways
If you can, partner up with an influencer or someone with a good following who has a genuine enthusiasm for you and your work and let them shout about it to their followers. Being one step removed from the process is not only great for your nerves and blood pressure, it also instils trust in the audience who watch the videos and consume their content. It’s even more incredible if you have no idea someone has recommended your product, only for someone to send you a link out of the blue. If you have a spike in traffic and don’t know why,
it can sometimes be this. Like the days of old when your product might be included in a newspaper article, influencers can now reach so many viewers. And so to some of my contributors. Let’s have a trip down memory lane—things change so quickly in the rollercoaster world of social media that it can feel like a lifetime ago that we were writing tweets limited to 140 characters. It might feel like text-based platforms have diminished in favour of video sharing, and indeed that seems to be true. Insta took over from Twitter, then TikTok surged.
YouTube has been a steady platform offering so many opportunities for individuals and brands to reach their audience and even bring an income stream. It’s still tricky to advertise there, which is crazy considering the revenue they could be generating from running a few dildo ads! YouTube introduced ‘shorts’ to keep up with the SM-style portrait short-form videos so popular elsewhere on the internet, and the platform is great for having product videos and longer-form informational films or podcasts. It can make a great backup to your promotional material… apart from mine of course. My account got deleted without any warning at all last year with 13 years of content gone. It does state don’t use the YouTube platform as a storage space, but somehow, I’d lost my back-ups and now have no way to get those files back. Let that be a warning, kidz! Believe me, like Gigi Engle’s book ‘All the F*cking Mistakes,’ I’ve made them all when it comes to the socials…
Speaking of Gigi, she talked to me back in ’22 for the first Twitter spotlight. While she still uses X, Insta, and the likes, the grind and changes have honed her attention to what’s really important for her and her business: “I’ve
Rayne
Tabitha Rayne
Gigi Engle
refocused my energy back into writing and seeing my patients—it’s much more rewarding and actually feeds me, rather than drains me.”
And learning when to channel energy elsewhere is a very powerful lesson when faced with FOMO and the hypnotic lure of the socials.
Bluesky is a platform that many are flocking to due to it being decentralised and open-source, which means there’s less likelihood of being taken down by a central body or company that essentially keeps your ball if it’s in their garden—off you fuck from whence you came. Mind ’n back up those files!
But like Gigi mentioned, finding the energy to invest in yet another platform can be too daunting. It can truly be a heartbreaker to have work you’ve toiled
over suddenly disappear from view and products you’ve launched reach your family only ‘cos you sent them the link. Then the next day you wake up to Netflix sharing your post and seeing something you created with 69k likes beneath it.
Endless appeals
We’ve had a lot of commiseration and some doom and gloom in this series, so I’m delighted to share news of successes and growth in this all-too-tricky world.
SheSpot, who have been very generous with their experiences, good and bad, have popped up on my feed so many times after the last issue came out, and with sponsored posts! Could it be the landscape is changing? Or is it simply down to the perseverance, grit, and determination of our brands? I asked Kalila to spill the SheSpot tea, and she was kind enough to share her expertise again.
“Getting our Meta ads up and running has been a real battle—countless hours, endless appeals, and the need to bring in the help from technical experts,” she said. “But it’s been worth it! We’ve managed to get a wide range of our products featured (from sex toys to lube and everything in between), and we’ve loved hearing from our followers who are spotting our ads everywhere. The engagement has exceeded our expectations, and whilst tracking is proving challenging at this early stage, we’re already
seeing ads drive noticeable growth in sales. We know this is just the start, and we’ll be bringing in more expert support to fine–tune things and take it even further!” So there you have it, your stoicism can pay off so try not to be disheartened when you see a company securing a sponsored or paid ad post for something you were previously banned for. See it as a shift in the landscape where you can jump in and capitalise on, if only until the next flip in terms and conditions.
Taking a breath and being inspired shortly after seeing one of SheSpot’s sponsored posts, I took the leap and curated a post of my own, this time not putting quite as much effort into the creating of it than I might have in the past—jaded as I am with my life being sucked into the vortex of Meta doom. With my post unexpectedly being approved for a boost, I went for it! And reach improved and sales resulted. So while we can, let’s go ladz!
People love to watch
A lot of handmade silicone companies are doing fantastically well on TikTok, such as Uncover creations, who make grinders and have millions of views and likes. People love to watch the process and so any hand pouring or demoulding of toys is always going to be a hit. However, with TikTok’s ban threat in the US, creators are understandably also stepping back.
We met Derek from Amadivi in ’22—another handpour
SheSpot sponsored advert
Holly Jackson and Kalila Bolton founders of SheSpot
Godemiche kink product
Uncover Creations’ TikTok profile
Having an influencer on board is great for reachRuby Rare shares Ruby Glow Giveaway
company who really did well over on TikTok. Sadly they haven’t updated for a while so must be focussing their attention elsewhere, like their YouTube channel which was always popular.
We all know that payment platforms and website hosting can fall into disallowing us pleasure-seeking entrepreneurs (their loss) so it’s been gratifying to see places like Etsy embrace hand poured silicone dildos in their marketplace… but… you’ve guessed it, the terms did a U-turn and many businesses suffered.
One business we met in March ‘22 during our Twitter episode is Godemiche. I was impressed to see how well they were selling their beautiful handmade dildos on Etsy alongside many other kinky artisan creators. When I learned of yet another term change, I checked up on them and the other adult brands I’d seen there and almost all of the handmade sex toy and pleasure products had disappeared from that sales channel. However, being adaptable and forward thinking is what keeps our businesses alive in this corner of the world, so I was extremely pleased to see Godemiche thriving on TikTok where some posts have been viewed in their millions. Godemiche director Adam Breedon explained: “Being at the mercy of organisations that can be heavy handed and crude in their approach to hide adult content means that social media has been like a game of cat and mouse for us, working on platforms where we’re least likely to have posts suppressed and hidden from public view.
While things have changed over the years, I would say the changes have been around a platform’s decision on what they will or won’t allow with some then reversing or reinstating previous rules. TikTok has been by far the most successful platform over the past five years, however they too have clamped down with videos being restricted much quicker than before. It’s not unusual for this to happen now within five to 15 minutes. We long for a day when we can show images and videos of our products freely but we don’t see that happening in the next five to eight years.”
A broad approach
Anna Richards, owner of ethical porn site FrolicMe, has had many battles, good and bad, with social media over the years and so focuses much more energy on ensuring her eggs are in many baskets. Building SEO-rich content on her own platform drives traffic via search engines, but this too can fall foul of algorithm changes, and traffic can drop overnight, almost like a shadowban, so vigilance is key there too.
After over a decade in the business, Anna suggests finding success is down to perseverance and being open-minded to change: “People have to take a very
broad approach these days, and you can’t rely on any one thing to offer reach. Look at the breadth of different marketing opportunities, online and offline, finding ways to be clever with how you can get in front of your target audience. Yes, for sure, have a good website, but also look at your community, and if you have a good unique product, you will, in time, stand out. But there are no easy answers or solutions. It’s down to hard work and not giving up!”
With all that faces us in the odd world of social media, I do still love a funny cat video. So with that and the possibility of more sponsored posts of my own, it’s not a world I’ll be leaving any time soon.
Anna Richards owner of FrolicMe
Business to business: the rise and rise of fraud
How seriously does your business take the threat of fraud? The answer might well be ‘not enough’ according to research uncovered by Adam Bernstein…
Hardly a day goes by without a warning or headline about scams. Employee frauds, push payment, or errant suppliers short-changing customers – the level of activity is rising, despite the actions of authorities to stamp out the problem.
A lot of focus recently has been on fraudulent activity committed against individuals. In the UK, in its November 2022 report, ‘Fighting Fraud: Breaking the Chain’, the House of Lords Fraud Act 2006 and Digital Fraud Committee said that, in the previous 13-month period, 89% of fraud victims were individuals rather than organisations or businesses.
In Europe, the problem of fraud is just as bad according to politico.eu. It ran a story in July 2023 headlined “€1.8bn worth of fraud in the EU in 2022”. And it’s not referring to Europe as a whole, but the European Union as an institution.
The report said: “OLAF, which monitors the abuse of EU funds, said there were 12,455 cases reported by
authorities last year, a 7% increase from 2021.” To be fair, it added that “the majority of these, 11,316 — an all-time high — were not criminal but concerned irregularities such as poor management, sloppy record-keeping or insufficient financial controls.”
But for organisations and businesses in Europe, generally, there’s concern from the European Payments Council. It noted in a November 2023 document, ‘2023 Payment Threats and Fraud Trends Report’, that social engineering attacks and phishing attempts are rising, that malware remains a major threat, and poor (software) maintenance and use of user devices is key to fraudsters success. And an August 2024 statement from the European Central Bank added more backing to the problem. It said that the “total value of fraud across main payment instruments was €4.3bn for 2022 and €2bn for first half of 2023.”
Andrew Northage, a partner in the Regulatory & Compliance team at Walker Morris, a UK-based law
firm, considers fraud to be a significant threat in corporate environments. He cites the findings of PwC’s Global Economic Crime Survey 2022 which “showed that 64% of businesses had experienced fraud, corruption or other economic/financial crime in the previous two years, up quite significantly from 56% in 2020.”
It’s important to recognise that fraud is prevalent in all business sectors from manufacturing and services to professional services, utilities, transport and logistics, and healthcare.
According to a US-based Association of Certified Fraud Examiners (ACFE) Report to Nation 2022, a worldwide report based on asset misappropriation fraud, “We do not know how prevalent fraud is as so much is undiscovered, unreported and so not investigated.”
For Northage, “the pressures of the economic climate on both businesses and individuals, combined with factors such as the increasingly rapid rise of digitisation and the move to more remote working patterns, continue to
provide internal and external fraudsters with the motivation and opportunities to commit fraud against corporates.” Indeed, new technologies such as artificial intelligence can make the commission of fraud easier, more targeted, and more convincing to unsuspected victims. The current state of economies may well encourage those struggling to commit fraud; employees turn to fraud to assist in them continuing their material-based lifestyle during the financially difficult time because they do not wish to make personal sacrifices.
Opportunity
The opportunities for committing fraud in a corporate environment depend to a large extent on where the areas of weakness are in structures and defences.
For Northage, typical frauds include cybercrime, business impersonation fraud, supplier/supply chain fraud, mortgage fraud, employee fraud such as payroll fraud and false accounting, and money laundering. He adds: “The increasingly rapid rise of digitisation has facilitated fraud across borders and can make it difficult to trace perpetrators.”
Another area of concern for Northage is the rise of ‘greenwashing’ - the practice of making often exaggerated claims about a business’s environmental credentials and the sustainability of its products, services, and environmental impact. Most wouldn’t think of this as out and out fraud, but it is and as he says, “with the focus very firmly on companies’ compliance with ESG requirements, this is certainly an area to watch.”
Greenwashing is a problem. Earth.org cited, in 2022, a number of European firms caught out - Volkwagen over diesel emissions (2015), Nestlé obfuscating over its target for 100% recyclable packaging by 2025 (2018), and IKEA being linked to illegal logging in Ukraine (2020).
And then there are the risks that follow on from the move to remote working patterns: this has affected the value of typical fraud prevention and detection measures “if,” as Northage comments, “they haven’t been updated to reflect the change in working practices post-pandemic.”
It shouldn’t be forgotten that fraudsters have become ever-more sophisticated in recent years. Businesses, reckons Northage, can be considered ‘at fault’ if they don’t put in place robust processes. He’s bothered that “not all companies have the necessary controls in place to effectively manage fraudulent activity from outside and from within.”
Interestingly, the ACFE report’s findings shows in 29% of cases there was a lack of control measures and in 20% of cases control measures were overridden - literally half of victims made themselves the victim.
Often employee-related frauds follow on from an employee identifying an opportunity to commit a fraud. This may be because there may be no control systems in place that prevent the fraud or those in place are not adequate, and the employee simply overrides them. Further, current and previous ACFE reports have found that where more than one employee is involved in a fraud it takes longer to identity the matter and the median loss is higher than an employee acting alone: the majority of frauds are simplistic in their nature and could have simply been prevented.
Discovery
The worrying part of fraud is that the majority aren’t ever discovered - at all. PwC’s Global Economic Crime and Fraud Survey 2022 noted that “51% of surveyed organisations say they experienced fraud in the past two years, the highest level in our 20 years of research.”
But what of the other 49%? Are they really trouble-free? Here Northage says that fraud “is typically discovered through the measures that businesses have in place as part of their internal controls – not necessarily related to fraud detection – such as audits, and also as a result of whistleblowing.”
A cause for concern must surely be the small business. There can be more vulnerabilities in a small privately run business as it may not have the resources to address potential attack risks. It is negligent to believe ‘it will not happen to us’, ‘all of our staff are honest’, and ‘we are a family business’.
This is something that European Family Businesses is bothered by. It said on its website that it is “concerned that the Ultimate Beneficial Ownership registers could expose many vulnerable individuals to risks of fraud, kidnapping, blackmail, violence or intimation.” By extension, they may not be protecting themselves.
A typical case
When asked about a typical fraudster and fraud, Northage focuses on internal or employee fraud. He prefers not to talk about a ‘typical’ fraudster as “even the most diligent employee can become a fraudster if the conditions are right”. Instead, he says that “there are certain indicators that companies can look out for, based on the ‘fraud triangle’ of opportunity, motive or pressure, and justification or rationalisation.”
But for Northage, senior staff or those subject to less managerial or other oversight, and/or those with access to the company’s financial systems or key assets, are more likely to fall within the higher risk category, together with disgruntled employees or those working their notice period. He says that “behaviours to look out for include personal or financial problems or unusual spending
habits, being secretive about their work, working long hours and/or not taking holidays, paying more attention than usual to a particular company customer or supplier, and becoming aggressive when challenged.”
Impact
There’s no way to sugarcoat this. Fraud can be devastating, and in some cases can lead to insolvency. Aside from financial losses caused by the fraud itself, Northage says that “the most damaging consequence tends to be the reputational damage caused to the company and the loss of trust of customers and third parties that it deals with. And if the fraud was committed by a senior employee, that can exacerbate the damage.”
On top of that there’s the effect on staff morale and the significant time and costs involved in investigating and dealing with the incident and hiring new staff. Business owners can be faced with no other option than to either let go of staff or invest their own money to keep the business afloat.
It shouldn’t be forgotten that senior management risk criminal sanction for their (in)activity in this sphere. Indeed, Northage explains that “depending on the nature and circumstances of the fraud and the extent of their involvement in it, they could face regulatory investigations, disqualification, imprisonment, fines, claims brought by the victim or victims of the fraud, shareholder action – the list goes on.”
At the end of the day, prevention is better than cure as it can be very difficult to prove dishonesty once it has occurred. But it’s worrying that businesses do not seem to have the appetite to gather evidence and prosecute – many deal with the matter internally and move the problem on. And that means the fraudsters are still out there.
MYSTERY SHOPPER
PRAGUE
Inspired by the Erotic City shops she saw in Bratislava last time, our Mystery Shopper went to the other half of the former Czechoslovakia and the chain’s home country – Czechia or the Czech Republic – to visit the glittering hub that is Prague…
Erotic City –Skorepka Road Heaven
Ruzovy Slon/ Pink Elephant
Echoing my last mission, I began with an Erotic City beside a road close to my hotel. Grey floor tiles in two shades had been arranged to remind visitors of some of the patterns on Prague’s pavements, and quiet music and good lighting all set a pleasant environment to display the company’s many generic boxes of own-branded product - mostly differentiated by being behind a shelf-top info stand, complete with a photo of the contained item.
A welcome and offer of help from the manageress, attractive blue stands, a counter with glass cases of glass and metal toys – among others – and a selection of plug tails behind it all got noted. 2295Kc cock gags, myriad dildos, including a 4995Kc pink whopper, and lots of novelties also drew my attention as I headed to a side room of lingerie. Cottelli Collection, Noir Handmade, Sven O and others. I liked a tray of clearance stockings, which made them easy to sort through.
Room three had stands of DVDs on slanted holders, splaying them enough to make browsing painless. I saw a shelf stickered 199, and stock individually priced at 399 and 499, plus a gay selection.
Despite its anal hooks, the store is perhaps a tad bland. I’d also say the music was too quiet (better than too loud, but still less than ideal), but everything was clean and well displayed. Add a good location, bubbly staff, plus 795Kc ‘Hobbit sex doll’, and 995Kc inflatable boobs, and I moved on happily impressed.
I like to include some variety in my reviews for ETO, and while that can mean quality, it can also mean intended market. Thus when a gay store comes to my attention, it usually gets prioritised over other shops as I often find them creative and quirky. Often, but not always... To be fair to Heaven (est. 1998), it’s also a club and has a bar on the retail, ground-level floor, which compromises it somewhat. Being offered a drink while I browsed reminded me of Saints & Sinners in Blackpool; somewhere else I’ve been where alcohol was available. Anyway, here I resisted (to stay sharp and focused) while I tapped across grey tiled floor while looking at red fittings and a yellow-trimmed chest harness. 690Kc for a sparkly dress made it pretty affordable, so I may have mis-recorded its tag, but I am sure of 385Kc and 395Kc metal Rimba cock rings, patchy lighting in glass cases which made other prices harder to read, and hoods in enclosed and open eyes and mouth versions. One wall was behind the circular entrance to the dancefloor below, rendering the display of Kiotos Cox dildos on it more of an installation than sales lines. However, they were priced so, while partially inaccessible, they were for sale. And desperately needed a dust. Space given over to booth-type seating and the bar also cut into retail room, but I’m struggling to forgive spine-on DVDs, and seemingly unpriced pink nipple suckers and nipple weights.
The Quadrio shopping centre is very central, has a McDonald’s, and might be best known for a rotating metal head of Franz Kafka out back. I also think of it as home of this interesting store on Level-1 of five. A very stylish manageress welcomed me in English (I may have been dressed as Miss Marple) and music and pale wooda-like flooring put me in a restful mood. A curved lattice wasn’t much of a visual barrier, and the open entrance… I did feel a bit on display as I perused 2999Kc full-length black PVC dresses from LateX, Cottelli Curves (lingerie for those of us with more pronounced features) and unpriced PVC maid costumes. I found a smaller version for 1499Kc. Leg Avenue, whips, a handy sofa and the mannequin in black lingerie who’d met me at the door all worked nicely. 1579Kc Passion dresses, a tiny black 779Kc Obsessive dress, 1119Kc FFS hollow dildos (for him & her) LELO, Satisfyer and Shunga Erotic Art displays all pleased too. Some loose lingerie, an offer of help, Skyns and MyOne condoms also impressed.
Ultimately, it’s this shop’s display bays, with deep pink branding graphics above and white-fronted drawers below which pulled everything together and gave an attractive place for own-brand Hammer Time male masturbators, Svakom toys, and Pink Elephant baseball caps to sit. Open, inviting, with a good range and fair pricing, attractive displays and interesting stock all counter the missing prices when it comes to selecting a star rating.
It’s fitting to call Prague bohemian as the landlocked country it is capital of was formerly Bohemia. There’s perhaps the world’s largest castle complex, plus the tourist magnets of the Charles Bridge and Old Town Square with its stunning medieval astronomical clock. The population of around 1.3m are among the peoples of six EU countries (out of 27) not to have adopted the euro. They use the koruna (CZK) aka Czech crown, at an exchange rate around 30 to the pound or 25 to the euro. The long history of brewing and distilling, plus reasonable prices for a European capital city, the handsome Vltava river and mild weather for half the year all help bring large numbers
Erotic City – Palladium Shopping Centre
of tourists to Prague and it’s something of a party town at weekends – it remains a popular choice for stag and hen parties. I have been here before and I’m happy to report there’s still a disproportionate number of women who look like models wafting about elegantly.
Intimity
Sited in a large, fancy shopping centre, I had high expectations for what might be a flagship store for this chain in Prague. I’m glad to say, after sitting outside a while and watching We-Vibe ads on the portrait screen in the window, that the interior didn’t disappoint. The atmosphere was nicely created with music, good lighting, a familiar two-tone patterned floor and pale cream stands keeping everything bright. White walls behind them also helped, and I watched the all-woman crew swing into action as a man followed me in. I half watched as I admired 1995Kc rabbit tail metal plugs in a case, a BAD BOY collar, masks, a head cage, clamps, weights, and shiny anal probes. They were showing him NEK menswear and then a 3295Kc Womanizer Marilyn vibe as his needs became clearer. I moved on to a 1995Kc own-brand silicone cock ring with bunny ears and 1095Kc curly blonde wig as he plumped for a pair of 495Kn Sweet Anastazie stockings in a EC Royal Collection branded box. Some unpriced cuffs made me give a little “boo” inside, but generally this was an efficiently displayed collection of broad appeal lines with a few oddities in the mix. Such as a couple of You2Toys items from Orion which my notes describe in a way which triggers not a blip of recognition.
A good vibe and a great location keep this in the four-star band with familiar goodies from Obsessive, No:Xqse, and Passion making it a worthwhile (mystery) shopping stop.
My final target in Prague, just up the road (and down some alleys) from my penultimate one, was an especially rewarding visit. If, like Orwell and his perfect pub (The Moon Under Water – an imagined conglomeration of his favourite aspects of public houses), I was asked to describe my ideal adult store, it might go something like this: A helpful and charming manageress, and very fem-focused cuteness with details like paper butterflies hanging around big lightbulbs with gently glowing filaments. Mirrors, lots of Fun Factory (Uno balls for 495Kc), some books, Svakom, reusable nipple pasties, and wooden logs on end to give a display area of multiple heights. All this was placed around a central bed area, where hanging translucent fabrics and clothes from Maison Close surrounded bondage and fashion harness lines lying on the duvet. Rocks used as price labels (take a small, sea-smoothed lump of quartz and add Sharpie), more white paper butterflies also used for pricing info, and a well-behaved shop dog all ramped the charm quotient up. Pale flooring, a bright and sexy feel thanks to big windows, and 1790Kc Tenga Flip masturbation pods (a rare male-focused product for this store) worked for me too. Gentle music, wooden fixtures, and the back wall covered in plastic flowers all made for a rich mix – which reminds me: pricing was ‘environment appropriate’. Indulgent in just the right way for me, even a young guy vomiting outside couldn’t spoil my mood as I left, although it did change my route to find coffee and write notes.
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: TRACEY WHITMORE
Bricks-and-mortar retailers in the UK face huge challenges, but – as Tracey Whitmore, boss of Aylesford’s award-winning Vibez Adult Boutique, explains – it’s time to stand together, and capitalise on the services and expertise only physical shops and their staff can provide.
As I write this column, we are just emerging from our busy season. Christmas and Valentine’s Day did not disappoint, giving us our busiest periods ever. Now we’re looking forward to some summer loving… but not without squeezing in lots of Eggs and Rabbits for Easter. We have already set up our Easter display and the sun is shining… life and business are good! In this industry nowadays, in-person visits are becoming rarer, but fortunately we can still rely on some “old faithfuls”. Sexy Sebastian (Gonzalez) from Net1on1 Wholesale wined and dined us and showed some exciting new products. The new Toosh anal range includes vibrating metal butt plugs with crystals (yep, all of the above) and vibrating, remote control, rechargeable Loving Joy dildos which thrust and gyrate, and also a new range of colourful toys called “PARTY”… and much more! It’s always refreshing to see products the market isn’t already flooded with, and we love the freedom to be a little more niche when it comes to bringing the finest products to our customers.
We were honoured to be graced with a royal visit from Sir Kevin (Wooldridge) from Kevco Wholesale. Although we have been stocking Kevco’s lingerie ranges for years and years, we have never had the pleasure of actually meeting the captain of the ship. It was amazing to be able to show Kev how the lingerie sits in an actual store and is showcased to its full potential. Kev was everything we expected: a “proper northerner”! It’s glaringly obvious that Kev lives, sleeps and breathes business and it’s great to
be able to support him. What an absolute character… he could sell Kirby Hoovers (sorry, home cleaning systems) to Kirby salesmen… he even treated us to a burst of the Kirby anthem!
Meeting a new challenge
Now then, things may appear to be all lovely and fluffy here at Vibez, but we are continually faced with challenges in this industry that simply didn’t exist preBrexit and pre-Covid. Things have changed: gone are the days when we all stuck together and healthy competition was welcomed with open arms and big wet snogs. We now seem to be in direct competition with some of our distributors – on every level. (Although I must clarify that this is not ALL – we have some great friends and supporters of our business.)
For example, European distributors setting up UK websites and selling way below MSRP, QR codes on packaging directing customers to the websites where you can buy the product cheaper, supermarkets stocking sex toys… and now you can even order a 12” with your 12” stuffed crust! I gently remind customers that we are not an Amazon showroom and yes, you probably can get the product cheaper online, but you are not getting the customer service, the environment, the experience, the expert advice, help, recommendations, promotions, demos, real warranties (which won’t disappear overnight, along with the website you purchased from), and not forgetting the odd glass of prosecco and a cupcake! We spend thousands on licences and have to jump through a million hoops to be able to show and sell your brands, so please don’t forget the roots of this business:
bricks-and-mortar stores! Retailers are feeling the hit and as a result we are REVOLTING! (verb). We have been forced to take a stand for fear of losing the battle. All I can say is I am just so thankful that we have 20 years of loyal customers who will always support us!
We have teamed up with our lovely friends at Playharda Wholesale who, along with a few others in this industry, have always had our backs. The Playharda Together programme will bring together independent retailers in the UK to create a more powerful and dynamic buying force and help to shape the future of the pleasure products market here. Playharda will be offering incentives and rewards for retailers, helping to build confidence and positive working relationships with wholesalers. They aspire to be different in what they carry, giving stores a unique and exciting product offering for their customers while keeping ranges fresh and fun at the same time. With his “retail” hat on, Daniel Miller (of Eva Amour and Kinksters fame) says that since the Brexit framework was put in place and the UK departed from the European Union, the UK market has felt as though it has become fragmented and broken from the rest of Europe. The UK is indeed now a separate economic market, and many of us have felt that distributors based within Europe that have exclusivity in the UK have given up on us, and brands that solely use European distributors risk those products not being available in the UK. So come on, guys… Let’s get some love back for the UK!
Sebastian (Gonzalez) with Tracey and son Chris.
Tracey with Kevin (Wooldridge)
SILICONE VALLEY
Exploring the Future of SexTech and A.I.
Ola Miedzynska looks ahead to SX Tech 2025, which this year offers a two-day experience targeting both adult pleasure industry professionals and consumers.
On 4 May, SX Tech will unveil a completely new event format – one that has evolved far beyond its origins as a B2B gathering for AI, robotics and blockchain professionals. As the industry continues to break taboos – and redefine intimacy, the pleasure market and connection –SX Tech is now opening its most significant category yet, welcoming all facets of the adult business. This year, the SX Tech conference (B2B) and SX Festival (B2C) return to the iconic Funkhaus Berlin, bringing together the brightest minds and boldest innovators in the industry. Over two action-packed days, pioneers, investors, startups, sex workers and adult creators will converge to explore the future of sex tech, digital intimacy and the adult industry.
This event is more than just a conference – it is a movement. It is about pushing boundaries, advocating for inclusivity and reshaping how society perceives pleasure, technology and innovation.
Festival highlights
SX Festival will transform Funkhaus Berlin into an interactive, immersive experience designed for those eager to witness the latest in content creation, performance art and adult entertainment. Highlights include: Creator stage (sponsored by LoyalFans): a space for top content creators to share insights and showcase their work.
• SX Expo: a vibrant exhibition featuring the most exciting products across all adult categories. Explore stage: a deep dive into kink, FemDom and fetish communities, with live demonstrations and discussions led by industry experts. One of the festival’s biggest draws is the chance to meet and connect with leading adult content creators
including Sabien Demonia, Evie Reese, Catherine De Noir, Jason Steel, JayPlayHard, Mari Galore and many more. For those intrigued by the evolution of social and intimate experiences, the panel discussion Enhancing the future of sex parties: industry challenges and emerging opportunities will explore how technology is reshaping sex-positive events and communities. From digital consent tools to secure, invite-only platforms, the discussion will highlight how the industry is creating safer, more inclusive spaces.
For attendees looking to expand their knowledge, FemDom Stage Workshop: Beginner Curriculum will introduce participants to the art of FemDom, led by experienced dominatrices. Specialised workshops, including vanilla dance performances, will offer unique learning opportunities throughout the day.
SX Expo will be open all day, featuring top-tier erotic performances from Berlin’s kink scene. Visitors can access this space for just €10 and discover the most innovative products in the market.
SX Tech conference
On 5 May, the SX Tech conference will bring together industry leaders, startups, investors and policymakers to explore the latest trends, challenges and opportunities shaping adult tech. This event is designed for visionaries shaping the industry’s future, from groundbreaking research and disruptive business models to cuttingedge regulatory discussions. Highlights include: Regulating the adult online sector: new challenges for a growing market: as global regulations evolve, from age verification laws to content moderation policies, this panel will feature experts from Ofcom, VerifyMy.io, and the Electronic Frontier Foundation (EFF), discussing how businesses can navigate these changes while ensuring privacy, safety and ethical innovation.
SX tech startup pitch: a key opportunity for emerging entrepreneurs to present their ideas to top investors and industry leaders. With traditional investment often difficult to secure, this pitch session is a vital platform for funding, mentorship, and industry connections. Diversity and inclusion at SX Tech: with 89% of speakers being female, the event is committed to amplifying women-led businesses and marginalised voices in tech.
How not to mess up the queer agenda in your community, product or brand: hosted by APC Clips, this talk will provide crucial insights for companies looking to create truly inclusive products and platforms.
• Pleasure Expo: this 500m2 innovation hub will feature the latest in AI-enhanced toys, sustainable and bodysafe materials, and digital intimacy solutions. Berlin residents can access this exhibition for just €10.
Join the revolution
The sex tech revolution is here, and now is the time to be part of it. Whether you are an entrepreneur, investor, researcher, content creator, or simply a curious mind, SX Tech is the ultimate space to learn, network and explore the future of intimacy.
As technology reshapes every aspect of our lives, conversations around sexuality, wellness and digital intimacy must remain at the forefront of innovation. SX Tech is not just about products and profit – it is about breaking barriers, championing diversity and building a future where pleasure, consent and connection are accessible to all.
The exhibitor area is filling out quickly. Don’t miss your chance to be part of this groundbreaking event. Join us on 4-5 May at Funkhaus Berlin and experience the future of sex tech.
www.creativeconceptions.co.uk +44 (0) 1636 703454
www.e-stim.co.uk
www.inttcosmetics.com mkt@inttcosmetics.com
www.lelo.com sales@lelo.com
b2b.lovehoneygroup.com sales@wowtech.com www.1on1wholesale.co.uk
www.orion-wholesale.com khuismans@orion.de
www.satisfyer.com info@satisfyer.com
euwholesale.tenga.co europe@tenga.co.jp
Stephanie Seitz, CMO of INTT Cosmetics READERS LIVES:
Anyone seeking in-depth information about the Brazilian market should try to speak to Stephanie, who has been in ‘business’ since the age of ten and knows the sector as well as anyone and better than most…
What sort of child were you?
I was always a dynamic and curious child, always eager to explore new things. At the age of 10, I started my first ‘business’, selling cosmetics on my grandmother’s condo street. I loved the feeling of independence and the ability to buy my own toys and anything I wanted.
Did you have a childhood ambition?
Since I was a child, I’ve always been ambitious. Even in playful activities, I was already showing an entrepreneurial spirit. I believe this is a great way to teach children the value of money and show them that with determination and effort, they can achieve anything they set their minds to.
What ambitions do you still have?
Today, my ambitions are even greater. For the past five years, I have been the CMO of INTT in Brazil and Europe, and my main goal is to expand the brand worldwide. We develop products with unique effects and flavours that elevate intimate moments, making them even more special and unforgettable.
Were you surprised by the results of your research into the Brazilian market, which revealed that the primary demographic for pleasure products ranges between 26 and 45 years old, with women representing over 55% of buyers?
No. The pandemic was a turning point for many women who began exploring their own bodies more deeply. With isolation and the absence of a partner to fulfil their desires, there was a greater openness to sexuality and the discovery of new forms of pleasure. Vibrators and intimate cosmetics became essential allies in the pursuit of self-knowledge and well-being.
Today, women are much more aware and experienced when it comes to their own bodies. There are still many taboos to break, but witnessing the growing interest in self-care and the discovery of female pleasure is incredibly rewarding. As a businesswoman in this industry, I see this shift as a reflection of the freedom and autonomy that women are gaining, and I am committed to continuing to drive this transformation.
Did the research change how INTT approaches the market, either in marketing or development of new products?
The research served as a complement to what we had already observed in consumer behaviour. At INTT, we believe that pleasure and self-discovery are rights for everyone. While the data shows that women make up 55% of the consumer market in our industry, this does
not mean we will stop developing products for men. We have noticed a growing interest among men in exploring new possibilities for their wellbeing and self-discovery, and we are committed to continuing to innovate for this segment as well.
Without a doubt, this research has provided us with an even stronger strategic direction. Currently, across our product lines in both Brazil and Europe, we offer more than 150 products designed specifically for women, and we continue to expand our portfolio to better serve all audiences.
How different is the Brazilian market to Europe? Are your bestsellers the same in both territories?
The European and Brazilian markets differ in many aspects, but they also share some similarities. When we decided to expand our line to Europe, our goal was to bring the authenticity of Brazil by incorporating natural ingredients and active components that truly enhance product performance. To achieve this, we combined Brazil’s rich range of active ingredients with Europe’s advanced production technology, creating a unique fusion of quality and innovation.
In Brazil, we are widely recognised for our flavoured products, which stand out for their true-to-taste quality. In the European market, we noticed that many products from other brands have an excessively artificial taste, giving us a significant competitive advantage. This differentiation has been crucial in strengthening our international presence.
A prime example of this success is our Vibration liquid vibrators, which have become a phenomenon in both Brazil and Europe. Last year alone, we sold over 300,000 units of this product in the European market. The key to its popularity lies in the long-lasting vibrating effect and exceptional flavours, which have captivated consumers worldwide.
Understanding the unique preferences of each audience is essential for successful expansion. We recognise that Brazilian and European consumers have different tastes and expectations, which is why we continuously study which flavours, formulas, and experiences best suit each market.
What can we expect from INTT this year?
This year will be filled with exciting new launches! Currently, our European line includes 50 products, and our goal is to close the year with more than 80 items in our portfolio. We are not only focused on expanding our product range but also on entering new markets, bringing the INTT experience to even more consumers worldwide. Additionally, we are deeply committed to supporting our
distributors. We understand that success in this industry depends on training and strategic support, which is why we continuously invest in specialised training programmes and effective marketing materials that truly make a difference in customer engagement. Our mission is to provide not just innovative products, but also the tools and knowledge needed to drive sales and strengthen the global sexual wellness market.
Will you be launching new lines at EroSpain?
This year, for EroSpain, we made a strategic investment in a larger and more immersive booth to showcase our products in the best possible way to our clients. Our goal is to provide a fully sensory experience, allowing everyone to truly understand what makes our products unique and how INTT continues to innovate in the sexual wellness market.
We are also bringing an entirely new product line, which I am confident the market will love. Unfortunately, I can’t reveal all the details just yet, but I can assure you that INTT is coming in full force for this event.
What do you enjoy most about your role at INTT?
Knowing the real impact our products have on people’s lives. We receive incredible feedback from customers who share how we are helping transform intimate moments into more pleasurable, comfortable, and liberating experiences.
Which three words would your friends use to describe you?
Authentic, honest, loyal.
If you were marooned on a desert island, which three people from this industry would you choose to be your companions?
My mother, Alessandra Seitz, the CEO of our company, who transformed this market 16 years ago; my sales director, Vinicius Campos, whose expertise and strategic vision have been key to the growth and success of our company; and André Geske, the founder of Satisfyer, a brand I deeply admire for its innovative marketing and dynamism. He is a visionary in the industry, and I believe he could provide me with valuable insights to continue expanding our operations.
Finally, what is the best piece of advice you have ever been given?
Value connections, enjoy every moment, and remember that success is not just about where you arrive, but the impact you leave along the way.
Nexus celebrates 20 years of innovation. Enjoy 20% off this April on our Fortis product. Order now at Eropartner and expand your range with quality at a great price. This discount is available only from April 1st to April 30th
