ETO Magazine July 2025 Edition - Issue 215

Howl hits crowdfunding goals and plans next steps to expansion

Education, wellness and lube brand Howl has met its crowdfunding target to expand the company, launch an online platform, and develop new products. But Howl founder and CEO Samuel Douek (pictured) believes this success comes in spite of the political and social atmosphere at the moment.

In a wide-ranging interview for this edition of ETO, Douek discussed his feeling that,in the current political climate, it’s hard for a queer, LGBTQ+-founded brand to raise money. “People turn their nose up at it, they don’t like the adult industry, they don’t like something that’s progressive and provocative,” he told ETO editor Imogen Lees.

Douek also raised the issue of empowering the queer community to invest in the future and to own a stake in a company. “Queer people in general, I think, have less financial literacy than their straight counterparts,” he said. “They are often not equipped to save for the future, to protect themselves or to have a mortgage or savings in the way that traditional straight people do.”

He also viewed the crowdfunder as a way of talking about money and thinking about financial planning. “We can’t promise that it will pay off,” he said of the campaign, “but we’re going to work our hardest and do everything we can for it to go and for that to be worth something more one day. For me, that was exciting because it’s an opportunity to bring our community along the road with us and for everyone to benefit from it.”

He added: “I think there needs to be more queer business-owners who aren’t afraid to take risks and to ask people for things and to grow. And I also think historically, the LGBTQ+ community and capitalism are at odds with each other… but I think there’s a world in which everyone can win. Where you can have a profitable, sustainable business that creates products and events that people need and want, and gives back to charity, and empowers people with a wider message around education.”

Read the complete interview on page 32.

Satisfyer and Creative Conceptions strike “major milestone” UK distribution deal

Satisfyer has announced that Creative Conceptions will be its exclusive distributor in the UK market. The companies have been working together since 2016, but now Newark-based Creative Conceptions will take full ownership of UK distribution, in a move that Satisfyer said will: “support all channels with expanded marketing, improved service and dedicated trade initiatives”.

Satisfyer CEO Sven Pelka said: “Creative Conceptions has proven to be a highly capable and committed partner over many years. Their deep understanding of the market and strong network make them the ideal choice to lead our brand in the UK. Together, we’ll raise visibility, expand retail presence and bring the Satisfyer experience even closer to consumers.”

Chris Bowles, Creative Conceptions’ general manager, added: “Being entrusted with exclusive

distribution is a major milestone. It enables us to invest more confidently in brand development, customer service, and tailored marketing – bringing the full power of our team behind one of the most iconic brands in the industry.”

Under the new agreement, Satisfyer said that: “Retailers can expect enhanced service, simplified procurement, and new, exciting releases from Satisfyer as the partnership enters its next chapter.”

A high-profile London event is planned in the coming months to mark the partnership, which will give UK customers and industry stakeholders the chance to get to know Satisfyer and Creative Conceptions, and to take a first-hand look at what’s to come.

To find out more, contact your Creative Conceptions representative or email sales@creativeconceptions.co.uk

Welcome...

Once again, the pages of ETO celebrate the amazing scope of this industry: from a round-up of the genuinely exciting EroSpain trade show to the story behind Howl, an up-and-coming queer-founded lube and education brand… and these two features are only small parts of the fantastic assortment of innovation and presentation – and characters! – that give the adult pleasure products trade its dynamism.

As usual in the magazine, we’re thinking about different sectors within the market. On page 60, we take a look at products for anal play and health, while on page 50 features editor Paul Smith investigates what’s on offer for the older end of the customer spectrum.

And if you’re planning to promote products or ideas on social media, Maria Prendeville has practical suggestions for creating a shadowban-proof content strategy (page 70).

Of course, it’s all very well thinking about products and companies and trade shows, but all these things require shops and sellers. For a special feature in this issue, I’ve been talking to retailers and distributors about the support that’s available for bricks-and-mortar stores, and what else shop-owners would like to see. However, I know that I’ve only scratched the surface – I’d love to hear from you, with your stories of what the retail market is like at the moment, how your store is part of your local community, and any issues that are affecting your trade. Please drop me a line on editorial@erotictradeonly.com.

Imogen Lees – editor

The team...

Jason Dante - CEO/Managing Director jason@erotictradeonly.com

Imogen Lees - Editor editorial@erotictradeonly.com

Paul Smith - Features Editor paul@erotictradeonly.com

Lesley Hunt – Operations Manager lesley@erotictradeonly.com

Rob Parry – Graphic Designer production@erotictradeonly.com

Sarah Murray – Marketing Manager sarah@murray-marketing.co.uk

Advertising advertising@erotictradeonly.com

Inside this issue...

05 News

08 Events

Round-up of industry shows during the next few months.

09 Movers & Shakers

Who’s got a new job?

26 All Around The World News stories from around the globe.

32 Spotlight: Howl

ETO editor Imogen Lees chats to Howl boss Samuel Douek about how the queer-founded lube, events and education organisation is on a mission to tear down shame.

36 What’s in store?

As an adult retailer, are you happy with the support you receive from brands and distributors? Imogen Lees looks at what’s on offer, and asks stores what else would be appreciated.

40 EroSpain: third time lucky?

Paul Smith spent a super-busy three days at EroSpain checking out the new products and stand-out stands. These are his highlights of the show.

44 EroSpain: news and awards

Rounding up the news, announcements and awards from Barcelona.

48 All eyes on Hong Kong

The 15th edition of Asia Adult Expo (AAE) takes place in Hong Kong at the end of August. What can visitors expect?

50 Coming of age

Paul Smith investigates what the more mature customer needs from adult stores… and how retailers can provide it.

60 Anal August

Plugs, strap-ons, condoms, beads, lubes… ETO has researched a range of products for anal play that keep body health in mind, too.

66 Let’s go Dutch

EroFame has a new home: Amsterdam. What does the move from Hanover mean for one of Europe’s most influential trade shows?

70 Social intercourse: beat the shadowban

Maria Prendeville outlines strategies for a shadowban-proof social media presence in adult pleasure and retail spaces.

74 B2B: shoplifting

It’s the crime that never stops taking. Adam Bernstein takes a look at how stores can combat theft.

76 Mystery shopper: Lisbon

Our retail adventuress sashayed around the adult stores of Portugal’s capital, where she discovered that good staff can be the making of a shop.

78 Shop talk

Renee Denyer from Sh! Women’s Store shares her expertise with therapists and supports those with intersex characteristics… before moving 1,000 bottles of lube.

80 Top 10 Best Sellers

81 Classified

82 Readers Lives

Chatting with Vincent Renou, Honey Play Box’s global sales director, a man who aims “never to be bored”.

58 SZI: new kid on the block

A new trade show in Shenzhen has been three years in the making… we find out more about September’s first edition of the SZI Expo.

4/5 AUGUST

Nashville, USA https://stimulatetheshow.com

26/28 AUGUST

ASIA ADULT EXPO

Hong Kong, China www.asiaadultexpo.com

2-5 September

XBIZ Amsterdam

Amsterdam, Netherlands www.xbizamsterdam.com

17/19 September Shenzhen International Adult Expo

Shenzhen, Guangdiong, China www.szi-expo.com

25/28 SEPTEMBER

VENUS

Berlin, Germany

www.venus-berlin.com

8/10 OCTOBER EROFAME

Amsterdam, Netherlands www.erofame.eu

23/25 OCTOBER ERO EXPO Moscow, Russia www.eroexpo.ru

24/26 October Exxxotica Edison, NJ, USA www.exxxoticaexpo.com

5/7 December Exxxotica Washington, DC USA www.exxxoticaexpo.com

12/15 January

XBIZ Expo

Los Angeles, CA, USA xbizshow.com

22/25 January AVN Adult

Las Vegas, NV, USA www.adultentertainmentexpo.com

Electric Novelties expands Gläs range

Electric Novelties has unveiled a range of new additions to its Gläs collection. The Gläs range features handcrafted borosilicate glass pleasure products with an emphasis on design as well as durability.

The latest items in the collection include juicers, dildos of different shapes, and butt plugs which the brand says “blend form and function”. All the pieces are made from body-safe glass (ideal for temperature play) and include both smooth finishes and stimulating textures.

New dual-ended dildos (designed

for solo and shared play) allow users to experiment with sensations and angles. Electric Novelties suggests that these will appeal to people seeking variety without having to switch toys. Meanwhile, the juicer-style dildo features a crank-shaped handle for swirling the toy as it penetrates.

Texture is a key element of the Gläs range, and the toys feature ribbed, ridged and beaded surfaces that aim to create dynamic sensations which intensify as movement increases.

Other new styles in the collection feature ergonomic loops or built-in handles, improving accessibility.

“Consumers are craving quality, durability and creativity, and these new Gläs additions check all those boxes,” said a spokesperson for Electric Novelties. “We’ve leaned into designs that not only look stunning on a shelf, but that also provide dynamic options for shoppers to choose from.”

For more information about stocking Gläs toys, contact your Electric Novelties sales representative or visit ElectricNovelties.com/ collections/glas

Purr! Like a Kitten relaunches Adventure Collection

Like a Kitten’s new Adventure Collection launches this summer, and the brand – which describes itself as “championing curiosity, consent and connection” – says the new range is grounded in modern self-care values. Four signature products in the range have been updated to meet the needs of users looking for design and functionality. Three toys – Fly Me to the Moon, Hidden Treasure and Purrs Like a Kitten –have been completely redesigned. Meanwhile, Pleasure Hunter’s packaging has been updated. Fly Me to the Moon is a sleek metal rocket-shaped vibrator. Its base has been redesigned (it’s now flanged) for improved control and safer vaginal and anal play. It features 10 vibration functions and is

fully waterproof.

Hidden Treasure has also been updated with a flanged base. This full-sized weighted metal vibrator features a ribbed body, curved shape, 10 vibration settings and a grip-friendly handle. The brand says:

“Fully waterproof and visually striking, it reflects Like a Kitten’s focus on luxury without intimidation.”

Purrs Like a Kitten is an app-compatible two-piece wand and cock ring kit. The liquid silicone wand features a bendable neck and a cat-shaped head designed for internal or external stimulation. It has five vibration intensities across seven patterns. The remote control doubles as a wearable vibrating cock ring.

Pleasure Hunter – in new packaging – is a four-in-one silicone set

including a 10-function bullet vibe and three interchangeable attachments: a rabbit for dual stimulation, a twin tip for external erogenous zones, and graduated anal beads.

A spokesperson for the brand said:

“The Adventure Collection reflects Like a Kitten’s commitment to premium, body-safe pleasure products that inspire joyful self-discovery and partner connection. From visual upgrades to functional enhancements, each product was redesigned with thoughtful detail, inviting customers to choose their own adventure with confidence and ease.”

For more information, email Blanca Estrada-Gonzalez at blanca@likeakitten.com

Let the games begin: new looks for CC classics

This spring, Creative Conceptions rebooted two of its most famous games: Monogamy and You & Me. Back in 2001, Creative Conceptions’ founders Jane and Richie spent 12 months creating a game designed to enhance connection and intimacy between couples. Monogamy was the first game Creative Conceptions released, and since its launch it has sold more than two million copies worldwide and been translated into 10 languages.

Monogamy is Creative Conceptions’ bestselling game to date, and it’s been modernised to reflect today’s society while staying true to the elements that have made it a fan favourite.

The new version has been pitched at a more attractive price point for the end customer, and the original red box has been replaced with a black-and-gold design and includes a satin storage bag. The rule book has been refreshed, and every card has been reviewed and updated to reflect today’s world. The box is also now 40 percent smaller, which Creative Conceptions say will mean lower storage and shipping costs for wholesalers, plus a more travel-friendly, discreet product for consumers.

Meanwhile, You & Me has a brand new look, aimed at broadening its

market appeal and increasing sales opportunities. Creative Conceptions hopes the rebooted You & Me will capture a wider demographic while retaining its intimate nature.

As well as gameplay, players must complete forfeits to earn points. There are 90 ideas, activities and suggestions in the game pack, with the ultimate reward being a sexual favour. The new box artwork is designed to stand out on the shelf and appeal to a more mass-market audience. Meanwhile, the modernised

tone is more inclusive of diverse couples looking for new ways to connect. Creative Conceptions also sees the new You & Me as a strong gifting opportunity.

If you’re interested in stocking the new versions of the games, email sales@creativeconceptions.co.uk Creative Conceptions is also offering a range of marketing assets, including product photography, lifestyle imagery, and ready-to-use social media content.

Dusedo’s BDSM gear is “cruelty-free luxury”

Dusedo has unveiled a five-piece range of BDSM accessories suitable for both the curious and the capable. The Sodorra Vegan + Neo Diamond Collection is made from premium vegan leather and neoprene, offering what Dusedo terms “cruelty-free luxury”. The collar with leash features a strong and stylish black chain which could be worn in or out of

Movers and Shakers

Sandy Nuyt named as new Eldorado sales director

Eldorado Trading Company, the Colorado-based adult toys, lingerie and party supplies distributor, has named Sandy Nuyt as its new sales director. (“Nuyt” is pronounced “night”, by the way.)

Sandy Nuyt has more than 20 years’ experience in B2B sales, distribution and team leadership – during this time she has led US national sales programmes, managed complex fulfilment and distribution contracts, built teams and implemented sales processes and strategies. Outside of work, Nuyt enjoys spending time outdoors and volunteering in the community. Nuyt said: “I am excited to join Eldorado Trading Company’s diverse culture because of its strong reputation for innovationand excellence in the distribution space. I am eager to lead the sales team as we look forward to shaping our future in the industry.”

Preston Garland, Eldorado’s vice president, added: “Sandy’s enthusiasm and spirit will be a valuable addition to our team, and I look forward to her infusing her years of experience into our sales department. I’m excited to see the things Sandy has in store for our sales team.”

the bedroom. The matching restraints (there are wrist and ankle versions) include carabiners. The blindfold is secured via an elastic strap, and there’s also a paddle that combines sting and softness.

A Dusedo spokesperson said: “Retailers looking to offer high-margin, eye-catching kink gear will find the Sodorra line to be a compelling addition.”

Meanwhile, the Sodorra bondage ropes collection has been created with in-store visual appeal in mind. The ropes are soft and supple, and easy to tie. They come in red or black, and in 5m (16.4 feet) and 10m (32.8 feet) options, or there’s a 5m (16.4 feet) hemp rope for users who prefer natural textures.

See more at dusedo.com

Find out more at new.eldorado.net

Rebel, rebel: new training cup from Orion

Rebel has added a new glans trainer to its range, aimed at increasing sensitivity and helping users to control arousal and stamina during sex.

The Rebel range of toys, available at Orion Wholesale, has been created especially for men and has what Orion calls “a distinct, manly design”.

Rebel’s new Glans Masturbation Cup Trainer is an easy-to-hold toy that targets the tip of the penis with intense vibrations delivered via soft silicone dots on the inner surface of the masturbator. The cup has 10 vibration modes, controlled by a button. The LED display also helps users to control the modes, as well as displaying battery levels. The trainer is waterproof and USB rechargeable. It’s 8cm (3.14 inches) long with an insertion depth of 5.9cm (2.3 inches). Find out more at orion-wholesale.com

Wave hello to BeYourLover’s

new toy

BeYourLover has unveiled Wavey, a four-in-one vibrating wand with rotation and suction. Like the brand’s other toys, which resemble everyday objects, Wavey’s curved, shiny design makes it look like a pool accessory.

“Wavey is a design that was born from a single question,” said a BeYourLover representative. “What would it take to deliver rotation, suction, vibration and warmth at the same time, where users crave it most?”

Wavey has a new feature that

BeYourLover calls “swinging”, which swirls around 360° to target the G-Spot and A-Spot, and has three unique modes. Meanwhile, Wavey also offers 10 vibration modes (with 8,500 power vibrations per minute along both the main shaft and the secondary teaser). It’s made of smooth body-safe silicone, is IPX6 waterproof has an insertable length of 12.5cm (5 inches) and a 3.5 cm (1.4 inch) girth.

The vibe’s “claw” design incorporates a suction-based clit-teaser that extends from the

longer shaft. This offers users 10 suction modes which pulse at 6,000 rpm. Finally, the Wavey has a heating feature along both the main shaft and the suction-based teaser, which heats the vibe to a temperature that mimics the human body and aims to offer users a feeling of realism.

“Sex toys aren’t just about physical pleasure anymore,” said the spokesperson. “Our users expect features that promote and replicate wholesome intimacy.”

Find out more at BeYourLover.com

Hidden Desire’s brand new Bangers

Hidden Desire’s latest additions to its Bangers range are ultra-lifelike masturbators – as the brand says, the new toys are “…built for the boldest players in the game. Designed for those who crave intense, full-contact fun”.

Available via Scala, the new Bangers are made of Hidden Desire’s Realistic Love Skin material. They’re anatomically precise, including textured tunnels and detailed features (such as nipples).

Certain models offer optional vibration and suction.

The Fat Fuck Queen weighs 6kg (13.2lbs), has curves for users to grip, and a tight tunnel. The Big Fat Banging Babe (9.7kg, 21.4lbs) features full hips and large breasts.

The Juicy Sucking Pussy weighs in at 4kg (8.9lbs) and offers built-in vibration and suction. Then there’s Fuck My Horny Cunt (8.3kg, 18.3lbs), which gives users a vibrating, lifelike experience.

Very Fuckable College Bitch weighs 3.5kg (7.7lbs) and features tight holes and a responsive vibrating core. Juicy Double D has a soft, curvy frame and voluptuous breasts (the toy weighs 5.2kg/11.5lbs). Finally, Big Busty Fuck Slut is the largest in the new collection, featuring a full-length torso, plus breasts and thighs. It weighs 15.2kg (33.5 lbs) Contact your Scala representative or email sales@scala-nl.com to find out more.

Been caught steeling: Satisfyer launches Steel Collection

Satisfyer has debuted a new range of nine stainless steel dildos. The toys are battery-free, so ready for use any time, and weighted so users can deploy pressure to enhance their experience.

Stainless steel is of course also ideal for temperature play.

Sculpturally and ergonomically designed, the luxe-looking toys are made from high-quality, body-safe stainless steel, which is non-porous, easy to clean and compatible with all lubricants.

There are three groups in the collection. Pure Gravity comprises

three toys: Pure Gravity 1 features a curved silhouette and a ribbed structure and is aimed at G-Spot stimulation; Pure Gravity 2 is dual-ended with alternating textures, and the curved Pure Gravity 3 has one smooth side and one rippled.

The Cosmic Crest models are both C-shaped. Cosmic Crest 1 has a broad, flattened tip for G-Spot contact and a rounded end for internal stimulation. Cosmic Crest 2 features wave-like ridges.

There are three Star Force dildos. Star Force 1 has an S-curve and

dual textures: a smooth shaft and a beaded end. The double-ended, S-shaped Star Force 2 has a spherical tip for internal stimulation. Star Force 3 is an XXL dildo with differently sized ends, while the 26cm (10.2-inch) Star Force 4 features a smooth, spherical shaft.

Pictured left-right: Star Force 3, Star Force 1, Cosmic Crest 1, Cosmic Crest 2, Pure Gravity 1, Pure Gravity 2, Pure Gravity 3, Star Force 2, Star Force 4. Find out more at satisfyer.com

Full Circle has introduced a pair of anatomically correct silicone dolls as part of its Dream Dolls range. The brand said: “These ultra-realistic male models are designed to cater to the diverse needs and fantasies of all customers, regardless of gender or orientation. Dick and Dale are more than just dolls – they’re versatile companions built for connection, fantasy and fun.”

Blooming marvellous: new oils from Eye of Love Dick and Dale join the Dream Dolls line-up

Eye of Love has introduced two new high-potency perfume oils to its Bloom collection. The brand says the oils are designed to “deliver long-lasting attraction and immersive scent experiences with every drop”. The packaging of the ultra-concentrated oils is intentionally luxe: pink and purple frosted pastel dropper bottles. Sunny Daze is described as “a

radiant daytime scent” and features jasmine, bergamot and rose. The brand calls Lilac Dream “a dreamy evening blend of vanilla, apple blossom, and musk”. Both oils contain pheromones designed to attract men. The oils are designed to melt into the wearer’s skin and the high concentration means that just a drop is sufficient.

Eye of Love VP Jacqui Rubinoff said: “The dropper oils are for our customers who love a slower, more intentional beauty ritual. Each application becomes a moment of self-connection and a magnet for others.”

Bloom high potency perfume oils are now available for wholesale and retail. For more information, contact info@eyeoflove.com

Made from durable, soft, hypoallergenic silicone, Dick and Dale both stand at five feet seven inches (170cm) and weigh 143lb (65kg). They are brown-haired and feature a detailed anatomy, including a 6.3-inch (16cm) insertable dildo and a 4.72-inch (12cm) anal canal. The dolls are built around internal steel skeletons to allow for upright positioning and realistic movement. They’re compatible with water-based lubricant, and can be cleaned with warm water and a gentle cleanser. Each doll comes with a bath towel and a heating rod. “We wanted to create something that feels as good as it looks – and that serves a wide range of consumers who want the most bang for their buck,” said Briana Watkins, VP of sales and marketing at Full Circle. “Dale and Dick are perfect for anyone who wants a safe, sensual, realistic experience, whether that’s exploring pleasure-driven curiosity through solo play or partner experimentation.”

Dale and Dick are now available for order at ShopFullCircle.com

Biird lets couples hold the cards

Amsterdam-based, female-led brand Biird has revealed its latest creation: Together, a card game aimed at helping couples to reconnect and, as the brand says, “rediscover the joy of emotional and erotic intimacy”.

The game – created in collaboration with sex educator and bestselling author June Pla –features 180 cards across six categories spanning both everyday moments and intimate ones, including pleasure tips and kink exploration. Some questions are playful, while others are designed to spark deeper conversations about sex and trust. There’s also a set of ritual cards, which influence how the players respond – options include whispering, maintaining eye contact or leading via touch. A glass die controls the order of play.

Biird’s co-founder Andrea Rey said: “Together is about creating space for the conversations we tend to skip: about sex, desire and the deeper layers of intimacy. Summer tends to bring people together since they have more time to connect, so we wanted to give couples something that fits naturally into that rhythm.”

Find out more at www.biird.co

Candy Crush: Blush launches sweet new vibe

Blush’s latest addition to its Play with Me collection is a little sweetie: a pastel, candy-themed vibrator with 10 modes and a soft, squishy, playful aesthetic.

“Sugar Crush is made to feel fun and effortless,” said a Blush representative. “It’s cute, compact and gives you a full range of sensations to explore. Whether you’re new to toys or a longtime fan, it’s one of those products that just makes pleasure feel like play.” Offering three speeds and seven patterns, Sugar Crush offers a range of sensations –it’s flexible, pocket-sized and finished with Blush’s soft Ultrasilk. Discover more at Blushvibe.com

Yeah, baby! Full Circle’s vibes are mini but mighty

Full Circle’s latest collection of “Baby” bullet vibes – the Lil Baby, Mini Baby and My Baby – are designed to give users a no-frills power-centric experience at an accessible price point.

Each vibe offers five intensity levels, giving users continuous stimulation. The packaging is colourful but compact, giving retailers the

chance to optimise merchandising space, and the US price points are US$34.99, US$39.99 and US$49.99

“Our mission was to create a bullet vibe that’s as fierce as it is accessible,” said Briana Watkins, VP of sales and marketing for Full Circle. “We know there’s a huge community of customers who want straightforward, knock-your-socks-

off vibration without paying a small fortune. This collection was made for them – and for every retailer who wants to stock the shelves with a product that pops with its stylish, colourful packaging.” Visit ShopFullCircle.com or mail sales@miamidistro.com for more information.

Aneros launches Eupho Syn 5

The latest addition to Aneros’s Vibration Collection is the Eupho Syn V: a prostate stimulator combining an elegant design with effective technology. The Eupho Syn V has been inspired by the best features of two other Aneros models, the Helix Syn V and the Vice 2, and boasts a slim, agile profile and powerful vibes. The silicone stimulator offers 10 vibration patterns and four intensity levels, controlled by a button, so users can customise their experience. A rechargeable

wireless remote has a range of 25ft (7.5m).

“The Eupho Syn V is the culmination of years of feedback and development,” said Brent Aldon, Aneros’s director of sales and marketing. “It’s precision-focused, intuitive to use, and brings together the best aspects of our most

popular devices. This isn’t just a new device – it’s a next-level experience built around what our customers have been asking for.”

Contact your Aneros distributor to find out more, or email partners@Aneros.com

Power up: Creative Conceptions launches Fleshjack Fantasy Power Bottom Boy

Fleshjack Fantasy Power Bottom Boy, the newest edition to the Fleshlight Fantasy range, is now available through Creative Conceptions. It’s a cartooninspired stroker designed to stand out in stores and to give users a premium pleasure experience.

“Power Bottom Boy isn’t just another toy on the shelf,” said a Creative Conceptions spokesperson. “It allows users to live out their fantasies in real life.”

Made of Fleshlight’s patented Real

Feel Super Skin and featuring smooth cheeks and a realistic Squeeze texture, Fleshjack Fantasy Power Bottom Boy gives users complete control over the suction they require. It also comes with a discreet case and features a removable sleeve for easy cleaning. The packaging also includes a free lube sachet. For more information, talk to your Creative Conceptions representative or visit creativeconceptions.co.uk

Couture Collection adds three new vibes

There are three new toys in CalExotics’ Couture Collection. First up (pictured left), the turquoise – or do we say teal? –Rumble Wand is a ridged vibe offering 10 speeds of deep rumbly vibrations through a soft, flexible neck. It’ll charge in two hours and runs for 60 minutes at high speed and 90 minutes at low speed. The lilac Dual Flickering Wand

(centre of pic) is a dual-ended massager (independently operated dual motors) offering 100 pleasure combinations via 10 teasing functions and 10 vibration speeds. It charges in two-and-a-half hours and runs for 60 minutes at high speed and 80 minutes at low speed.

Finally, the hot pink Gyrating Flicker (pictured right) has dual motors, 10 vibration speeds and a textured

handle. It charges up in two hours and runs for 40 minutes at high speed and 55 minutes at low speed. All the toys are made of silicone and are 100 percent waterproof. They all feature a memory chip that resumes action on the last speed used, are USB-rechargeable and feature a security travel lock. Find out more at CalExotics.com

Orion Wholesale has launched two new glossy outfits in its Bad Kitty range. The Harness set features a chest harness and a strap-on dock that can be used with dildos and vibrators that have a suction cup or base.

(Users can attach the dildo/ vibrator by opening the press studs at the front and inserting it into the front ring.)

Meanwhile, the Strap-on String set includes an integrated black silicone dildo. Both sets are made of shimmering metallic rose-coloured fabric with silver-coloured metal details. Inside, they’re padded with soft velvet-style material in a contrasting black. The outfits are available in sizes S/M, L/XL and 2XL, and can be adjusted to fit using the buckle fasteners.

See the outfits in more detail at orion-wholesale.com

Meet cute: Oninder Cute connects global play

The Oninder Cute vibrating egg is now available via Dreamlove. It’s a compact toy, and its connection to the Oninder app allows users not only to play with partners – upclose or remote – but also to join a discreet social network.

The Cute egg is made of soft silicone and combines deep wave motion (designed to mimic internal massage) with nine powerful vibration modes, delivered via two motors. Users can play solo or as a couple. It’s available in three colour combinations: turquoise with a yellow base, dark pink with a purple base and light pink with a green base. It’s USB-rechargeable and IPX7 waterproof. The Oninder app (available on iOS and Android) allows users remotely to control vibration and motion intensity from anywhere in the world. Vibrations can also be synced to music and ambient sounds. Oninder also offers access to a secure, private, GDPR-compliant social network, which Dreamlove describes as “an international platform connecting people through shared pleasure experiences”. The multilingual network allows live chat, as well as video and voice calls. It also offers access to a “sexual gamer” community, real-time toy control and encrypted interactions.

To find out more about Oninder, see oninder.com and for further information about the egg, visit dreamlove.eu

We-Vibe launches Melt 2… with the stats to back it up

We-Vibe has updated its bestselling couples’ toy featuring pleasure air technology – the Melt 2 launched in May. Melt 2 has been engineered for use during partnered play to provide additional clitoral stimulation through gentle but powerful air pulses. The toy’s “smart silence” feature means that it only switches on when skin contact is made. Otherwise, it automatically goes into standby mode, so vibrations and noises don’t distract partners. It’s ergonomically shaped and designed to fit between partners, and offers 12 levels of intensity and

six suction patterns.

We-Vibe conducted research prior to the launch of the Melt 2, in which the brand surveyed 8,000 people in Australia, Canada, France, Germany, Japan, Spain, the UK and the USA. The results revealed that 49 percent of men claimed to experience an orgasm every time they have sex, compared with 24 percent of women. Breaking down those numbers, more than 20 percent of German women claimed rarely or never to orgasm during partnered sex (compared with six percent of men). Similarly, in the UK, 11.7 percent of women said they

never or rarely orgasmed, compared with 6.2 percent of men.

Elisabeth Newmann, We-Vibe’s head of user testing, said:

“Penetrative sex, by design, tends to be more satisfying for men than for women. While penetration can feel pleasurable for women, it often does not provide the same direct stimulation that leads to an orgasm. With its slim shape and design, We-Vibe Melt 2 is the perfect toy for additional clitoral stimulation during sex, enhancing the couples’ experience.”

There are more details at we-vibe.com

Sex & Mischief unveils Lace Collection

Sex & Mischief has launched the Lace Collection – a new, sophisticated range that marks the brand’s entry into lingerie.

Against the current global backdrop of financial uncertainty, Sportsheets – the brand behind the Sex & Mischief line – has made a strategic decision to market the Lace Collection at budget-friendly price points.

Sportsheets’ executive vice president Kelly Sofferman said: “Lace marks an exciting new chapter for Sex & Mischief – boldly launching during a time of global uncertainty and paving the way for our entry into lingerie. The response has been phenomenal, and we’re just getting started.”

Sex & Mischief describes the Lace Collection as “exuding sophistication, quality craftsmanship, and seductive intrigue”. The 10 new designs all

include bold black lace patterns. “Incorporating real lace into our products was a thrilling design challenge,” said Emily Silva, Sportsheets’ product line manager.

“Creating something soft, wearable and still practical, without sacrificing comfort, was incredibly rewarding.”

The Lace Collection is designed to be worn in and out of the bedroom, and blends high fashion with BDSM-inspired elements. The new range includes two garter designs (a first for the brand).

Sofferman added: “The introduction of Lace into our Sex & Mischief brand has been met with incredible enthusiasm, and we couldn’t be more excited about its success. At a time when global

supply and resource challenges continue to test our industry, launching not only a new line but also expanding into new product categories like lingerie is a testament to our team’s resilience and innovation.” For more information, email sales@sportsheets.com

CalExotics adds two new toys to Connect collection

CalExotics has made two additions to its app-based Connect range, taking the total number of products to eight. The brand said: “These new styles expand the possibilities for pleasure, reinforcing CalExotics’ commitment to innovative pleasure for all.”

The Tapered Probe is slim and smooth, designed for targeted yet comfortable stimulation.

Meanwhile, the Stroker with Vibration and Suction combines vibration and sucking. It’s also waterproof and suitable for solo play or app-based interactivity. The rest of the connect range comprises the Couple Ring, Panty Teaser, Kegel Exerciser, Venus Butterfly, Contoured G and Dual Stimulator. They’re all made from body-safe materials and offer USB chargeability.

Connect is CalExotics’ first app-based collection, and it allows users to control their devices from anywhere in the world. “CalExotics Connect reflects our dedication to making pleasure more accessible and exciting for everyone,” said

Susan Colvin, CalExotics’ founder and CEO. “We are excited to expand the collection and introduce even more ways for people to explore, connect and play.”

The Connect app has several modes: Classic Mode includes pre-set patterns, while Music Mode allows users to sync to a favourite song. There are also more interactive options, including Game Mode and Draw Something. Interactive Mode facilitates real-time control between partners,

no matter how far apart they are. CalExotics is offering support for retailers with the Connect collection via in-store displays, product testers and promotional videos that highlight the app’s features. Retailers can also point consumers towards online step-by-step guides and video tutorials.

For more information, talk to your CalExotics representative or visit b2b.calexotics.com

EXS does condoms the right way

EXS has launched Rightway Gold condoms, which have two colours to ensure they’re always put on properly.

EXS claims studies show that up to 30 percent of condom-users accidentally put on prophylactics inside out, before flipping them around and putting them on correctly, which risks contamination. The brand’s new range is gold on the outside and white on the inside, so users instantly know which way to unroll the condom.

An EXS spokesperson said: “EXS Rightway Gold condoms take the guesswork out of safe sex. Featuring a smart dual-colour design with a gold tip on the outside and matte white on the inside, they make it easy to see which way to unroll the condom, ensuring effortless and correct application every time.”

Rightway Gold condoms are available in 12-packs or bulk boxes of 100.

Email sales@ltchealthcare.co.uk to find out more.

Pucker up: Satisfyer unveils First Kiss

First Kiss is the latest addition to Satisfyer’s lipstick-inspired Kiss series, and the brand promises a “slow, sensual journey towards pleasure” from its latest air pulse vibe.

First Kiss has been designed to give users a gently building sensation that Satisfyer claim will lead to a “deep, long-lasting climax”. The double-layered silicone design

SVAKOM unveils rebrand and redesigned app

SVAKOM has revealed a new logo, a new colour palette and a redesigned app. “We’re excited to announce a bold new rebrand that’s all about embracing who we are: sensual, innovative, and unapologetically empowering,” a brand spokesperson said. There’s a new font and a new quartet of colours: lavender, peach, mint and ocean. The app has been revamped to make connection simpler and control of toys easier. Packaging has also been changed, swapping shrink foil for a more consumer-focused style featuring clear instructions and updated guides. A video about the rebrand also includes clothing and accessories.

The rebrand is anchored around three core values. “Made to be felt” describes how SVAKOM products are designed with the senses in mind. “Radical empowerment” celebrates boldness and confidence in exploring all forms of pleasure. Finally “pleasure-driven innovation” encompasses the brand’s design evolution.

The spokesperson added: “We want to lead the future of pleasure where technology, intimacy and self-expression meet without limits. We’re building a world where sexual wellness is celebrated, where everyone feels seen and where pleasure is recognised as a powerful part of wellbeing.”

For more details, email marketing@svakom.com

creates a soft feel, designed to attract users who like a tender touch and to take their time to reach a climax.

The quiet vibe features 30 different pressure wave programmes, so users can customise their play. It’s IPX7 waterproof and USB-C rechargeable. Discover more via your Satisfyer rep or at satisfyer.com

Honey Play Box secures EU patent for tapping tech

Honey Play Box has secured the EU patent for its tapping technology, having held the US patent since 2024.

HPB introduced its tapping technology in 2021, with the Bora toy (which was designed to mimic the feeling of real, rhythmic touch).

Tapping tech targets G-Spot stimulation and HPB says the system was created in order to deliver a more natural experience and to facilitate G-Spot orgasms.

The collection of tapping toys now includes Harmony Duo (a “strapless strap-on” for partnered play), Tempo (which includes pressure-sensing and temperature detection features that may help with menstruation tracking), as well as Trilux and Terri.

While HPB now holds two key patents, its tapping technology is available for licensing, and the brand is actively exploring new partnerships. “We’ve always believed in protecting our innovation and keeping pleasure products accessible for all,” said Vincent Renou, spokesperson for Honey Play Box. “But we’re also all about collaboration. If you’re a brand that shares our passion for pushing boundaries through innovation and creating truly great quality products, we’d love to connect.”

For more information, contact Vincent Renou at vincent@honeyplaybox.com

CC is exclusive UK distributor for Angel Youngs Fleshlight

Creative Conceptions is the exclusive UK distributor for the much-anticipated new addition to Fleshlight’s Girls collection: Angel Youngs – Sweetness. The male masturbator is moulded directly from adult actress Angel Youngs and features a highly detailed inner canal with ridges, nodes and zones of varying tightness.

Angel Youngs is a rising star in the adult world, which Creative Conceptions believe will make this a popular toy. Lucy Robinson, Creative Conceptions’ head of marketing, said: “Angel Youngs is a big name in the adult industry and she has mass appeal in this market,

so we’re expecting her Fleshlight to fly off the shelves. Whilst she may look angelic, her stroker caters to devilish desires, and offers its user immense pleasure. We’re thrilled to be exclusively distributing the product across the UK.”

The stroker is made from Fleshlight’s Real Feel Superskin and features customisable suction via an adjustable end cap. It comes in a pearlescent case with an ergonomic grip, and the sleeve is removable for cleaning. The masturbator also includes a sachet of Fleshlight’s water-based lubricant.

For details about stocking Angel Youngs – Sweetness, email sales@creativeconceptions.co.uk

PowerShot: portable and powerful

Kiiroo debuted its powerful masturbator PowerShot, at EroSpain, and the brand claims the toy “fills a market gap by adding vibration functionality to any stroker”.

Marketed as a budget-friendly, portable alternative to other masturbators, PowerShot features seven different modes (all with continuous low, medium or high vibration) and two independently functioning vibration motors that can be controlled separately. It’s compatible with Kiiroo’s Keon and PowerBlow toys, and also the brand’s FeelStars stroker collection.

Toon Timmermans, founder and

CEO of Kiiroo, said: “We are noticing a shift in the market with more consumers looking for high-tech sex toy options at a lower price point. We listened and answered with the PowerShot, an interactive and portable male stroker toy. Featuring seven various modes and compatibility with the FeelStars range, you can now get as close to the real thing wherever you want.”

For more details contact sales@kiiroo.com

Double fun from Action’s Pinsy

Action’s latest anal pleasure toy, Pinsy, is now available from Lovecherry, and Lovecherry says it’s designed to combine advanced functionality with user comfort and safety”.

Unlike traditional anal plugs, Pinsy features an expandable tip mechanism and dual control system, so users can customise their play according to their anatomy and preferences. Pinsy’s dual-tip head contains a system that allows it to expand outwards in eight distinct modes, so users can begin with a narrow insertion profile and gradually increase the diameter as they wish. Both of

Pinsy’s flexible tips are rounded to facilitate smooth insertion. Pinsy also has 10 vibration patterns. The expansion and vibration functions can be controlled on the toy or remotely, making Pinsy suitable for solo or partnered play. It’s made from body-safe silicone, has a wide, flared base for stability, is USB chargeable and IPX6 waterproof. Discover more at lovecherry.es

Mystim updates bestselling Tension Lover

After more than 15 years on the market, Mystim has updated its popular Tension Lover with a new look and improved features.

The Tension Lover 2 retains the ability for users to choose impulse width, frequency, and intensity. Plus, all existing accessories are compatible with the new version. So what’s new? First, a backlit display, allowing users to enjoy the device even in low light or total darkness. Also, the maximum intensity has been slightly increased. The old 9V battery has been swapped for a rechargeable version.

The Tension Lover 2 also offers more functionality in addition to the stimulation programmes. It now features three dedicated muscle stimulation modes – one suggested use of these new functions is to strengthen the pelvic floor.

“We are very aware of how popular the original Tension Lover is,” said

Christoph Hofmann, founder and CEO of Mystim. “That’s why we felt a strong responsibility to honour the reputation we’ve built with the

previous model. We’re extremely proud of the result.”

See more at mystim.com

Upgraded app action from Ridmii

Ridmii has released an upgraded version of its interactive, app-controlled dolls, which the brand says is “designed to bridge the gap between physical connection and digital intimacy”.

Ridmii aims to design and produce dolls that are “emotionally engaging” as well as physically realistic. A brand spokesperson said: “Our goal has always been to expand the meaning of intimacy and companionship through technology.”

The new dolls include 10 vaginal vibration modes, 10 automatic vaginal suction modes, six sound modes and – on certain models –

voice interaction, so the doll responds when touched. The updated app allows doll-owners to create private rooms and to invite others to control the doll in real time. There’s also a live chat room.

The spokesperson said: “We see this innovation as a playful yet meaningful step forward in the world of interactive sex tech, and we’re curious to see how it resonates with a broader audience seeking both stimulation and emotional presence.”

There are more details at ridmii.com

Neat, discreet: Javida’s new panty vibe

Orion has released the newest edition to the Javida range: the RC Licking Panty Vibe. It’s a discreet vaginal, clitoral and anal stimulator designed to be worn inside the panties.

The anatomically shaped vibe has seven modes. It’s waterproof, quiet and also features a warming function that heats up to 42°C. The grooved shaft massages the vagina, while the tongue at the tip of the vibrator targets the G-Spot. Then there’s the slim and flexible stimulator, aimed at the anus. In

Ann Summers CEO honoured in Retail 100 list

Ann Summers chief executive Maria Hollins has been recognised as part of Retail Week magazine’s Retail 100 list, which showcases the most influential people in the retail industry who are driving forward change. Hollins is featured in the Strategist category. An Ann Summers representative explained on LinkedIn that the recognition is: “…for her amazing ability to make bold decisions and lead with intention in a fast-moving and often challenging, landscape. Her leadership has helped shape not just our business, but the wider industry conversation around the future of retail.”

Hollins joined Ann Summers in 2018 as a commercial consultant, becoming joint managing director in 2019, sole managing director in 2022 and chief executive in 2023. The Retail 100 list celebrates its 20th anniversary in 2025 and Maria Hollins is one of just 28 women featured on the list.

addition, the clitoral stimulator features small tongues. Unsurprisingly for something that fits inside panties, it’s remote-controlled, but a six-metre range also means a partner can take charge. The vibrator is USB-rechargeable and the remote uses a AAA battery. See more at orion-wholesale.com

Take it to the Maxx

CalExotics has launched two new products in the Performance Maxx range. First, there’s the liquid silicone extension system, which features a lifelike hollow shaft and is finished in a “bare skin” material for a natural feel. The smooth waterproof extension includes a 3.75cm (1.5 inches) head and two stoppers, which can add up to 7.5cm (3 inches) in length.

Triple treats from Male Power

Then there’s the rechargeable vibrating extension, which has a solid yet soft 5cm (2 inch) head for added length and girth. The stretch-to-fit extension is made of silicone, waterproof and offers users 10 vibration pulsation and escalation functions. It also comes with a security lock and is USB-C rechargeable (runs for 40 minutes at high speed at 55 minutes at low speed). Both these extensions come in two colours: ivory and brown. Find out more at CalExotics.com or via your CalExotics distributor.

Roleplay costumes have joined the Leg Avenue range at Scala

“Roleplay has become an essential part of intimate exploration, offering partners a playful and empowering way to step into new characters, heighten anticipation and explore desires beyond the everyday,” said a Scala spokesperson.

“Whether it’s a seductive uniform, a cheeky fantasy, or a minimalist tease, the right lingerie can set the stage for unforgettable encounters.”

The creative and flirtatious styles include several cops and nurses, as well as a cat, a nun, a maid and a white rabbit (pictured). There are more details at scala-nl.com

Male Power has unveiled two new collections and updated an existing line.

Hot Mesh is made from extra-fine, two-tone micromesh fabric, combining breathability with an eye-catching design. Short, jock and thong styles are all available, and feature no-roll waistbands and jock leg bands, designed to offer a comfortable, slimming fit that stays put all day. A spokesman for the

brand said: “It’s more than just underwear – it’s the ultimate confidence booster.”

The Oh Snap! collection combines fetish-inspired design and wearability, plus a tear-away feature for wearers wanting a dramatic reveal. The new range is made from matte black rubberized spandex, which has a luxurious feel against the skin. There are three styles available: Short, Jock

and Thong.

Meanwhile, the brand has enhanced its Liquid Onyx collection with Liquid Onyx 2.0. The updated range is more flexible and comes in a soft, wet-look stretchy fabric. The existing favourites are all there – pouch short, moonshine, bong thong and G-string – and now there’s a new midnight blue colour, too.

For details on all these, visit magicsilk.com

In a spin: latest Tenga Spinner launches in Europe

Tenga’s new Spinner DX has now launched in Europe. It’s the latest iteration of its Spinner series, is 40 percent thicker than the original spinner, features a roomier body and internal spiral details that expand and contract with every stroke. The brand said: “The Spinner DX provides an intense and dynamic spinning sensation with an easy up-anddown motion.”

The Spinner DX retains the internal coil mechanism of the original series (that’s what creates the spiral motion when it’s in use) and offers users three sensations: drops (rolling orbs for rhythmic stimulation), bumps (smooth domes that gently squeeze) and steps (for intense sensations). Like all the other Spinners, the DX is totally manual –no batteries or USB.

Tenga’s global marketing manager

Rika Adachi said: “The Spinner DX represents our commitment to continuous innovation in sexual wellness. With a thicker design and enhanced internal details, this new model offers a premium experience while staying true to what made the Spinner series a fan favourite.” There’s more at tenga.co.uk and eurostore.tenga.co

Shiny, shiny: Electric Novelties releases Gemsations

Gemsations is Electric Novelties’ new collection of anal plugs with something for every user, from the curious to the experienced. There are beginner-friendly two-inch (5cm) single plugs, and training sets of two or three graduated sizes. Each set includes plugs ranging in insertable size from 2.75 inches (7cm) to 3.7 inches (9.4cm). The range includes silicone

and aluminium options, a colour range including metallic rainbow, gold, silver and rose gold, and every plug has a gem-style base, from round cuts to heart shapes.

The Rose Anal Training Kit features a delicate rose petal design, while other models feature fluffy bunny tails. The Ripple Bling Bling Anal Training Kit features a swirling, textured aluminium base.

“Gemsations was developed to bring a little extra shine and playfulness to the anal plug category,” said a spokesperson from Electric Novelties. “Whether you love the feel of silicone or prefer the sleek chill of aluminium, this line was made to invite confidence, curiosity and visual flair into the experience.” Discover more at ElectricNovelties.com

You2Toys has launched the Gyro, a compact, easy-to-hold high-speed masturbator, and it’s now available from Orion Wholesale.

The discreet toy features an inner texture with soft dots and grooves that cover the penis. It’s powered by a powerful, ultra-fast gyro motor which provides up to 2,850 rotations and 5,700 shaking movements per minute. There are four speed options, and an additional dynamic wave mode to provide a more intense massage. The Gyro is USB-C rechargeable, and its sleeve can easily be removed for cleaning. There’s more at orion-wholesale.com

with Simone

Blush has added a new dual-stim rabbit to its signature collection. Simone features tapping tech, giving users internal and external pleasure. “Simone is designed to deliver a more focused, rhythmic kind of pleasure,” said a Blush representative.

“The tapping is what sets it apart. It’s precise, powerful, and feels completely different from traditional vibration alone.”

The two tapping stimulators target the G-Spot and external pleasure points, while Simone also features 10 vibration modes and a flexible shaft. It’s made of Blush’s Puria silicone and finished in the brand’s UltraSilk. It’s IPX7 waterproof, USB-rechargeable and also includes a warming feature.

There’s more information at blushvibe.com

Hidden Desire offers twice

the pleasure

Hidden Desire’s Extreme line has debuted the Dual Sided Anal Vibrator, a high-performance anal device designed to deliver deep stimulation. It’s dual-ended, combining power and versatility in what the brand calls “one unapologetically extreme design”. One end is a realistic penis-shaped vibrator with eight modes, while the other is a beaded anal probe with five pulsation patterns. Users can choose to activate either side individually, or use both motors simultaneously.

The Dual Sided Anal Vibrator is body-safe, and smooth to ensure comfortable insertion. Find out more at scala-nl.com

Noctura’s new and inclusive from HPB

Noctura is Honey Play Box’s latest app-controlled thrusting dildo. The toy’s double-layered silicone construction gives it a lifelike feel, while the design is intentionally gender-neutral.

Noctura combines strong tip vibration with deep automatic

thrusting, and users can customise the dildo’s settings via the Honey Play Box app. The toy’s app compatibility also means users can connect Noctura to their playlists, or use voice control to activate it (say: “Hi, Honey!”). The app also enables long-distance play.

A Honey Play Box representative said: “Noctura was designed to be smart and innovative, but that only matters if it’s for everyone – so we made sure inclusivity was a priority.” For more information please visit Honeyplaybox.com

Sex and sustainability come to Tonga

Baci Green Label is a lingerie line that combines sustainability with seductive design, and new additions to the collection are now available from Tonga.

Baci Green Label is made from recycled and reclaimed materials. A Tonga spokesperson said:

“Baci Green Label is more than just lingerie – it’s a statement of commitment to the planet. Each piece is thoughtfully designed to deliver the perfect balance of style, comfort and sustainability. With packaging that features a sleek box and hang tab, these items are as

visually appealing on the shelf as they are on the body.”

All the new styles are available in S/M, M/L and Queen sizes, catering to a wide range of body types. The range features a three-piece bra, garter and panty set, and a two-piece chemise and panty set. There are also two teddies: The black Eco Strappy Teddy mixes intricate strap details with eco-friendly materials and is designed to enhance natural curves. The high-cut Eco Lace and Mesh Halter Teddy features a plunging neckline and blends sheer

mesh and lace for a seductive, chic look.

The Tonga spokesperson said: “By offering the Baci Green Label collection, you’re not just providing your customers with beautiful lingerie, you’re giving them the opportunity to make a positive impact on the planet. With growing consumer interest in sustainable fashion, these pieces are sure to resonate with eco-conscious shoppers who value both quality and responsibility.”

Discover more at tongabv.com

Rocks Off announces reduced prices across UK and EU

On 14 May, UK-based manufacturer Rocks Off announced that it would be introducing reduced pricing for UK and EU customers, despite global economic uncertainty.

A company spokesperson said: “This move is the result of months of strategic work behind the scenes, streamlining our supply chain, improving cost structures, and understanding our price-sensitive market. As a company, we strongly believe that

we need to be supporting our customers.”

Rocks Off says that its policy will offer several benefits. First, more competitive shelf pricing, offering customers the same margin. Second, faster sell-through potential. And finally, continued support from “a company that’s backing customers during tough times and not backing away”.

The spokesperson added: “While others may pass on rising costs, we are choosing to deliver more value,

support smarter trading, and help put money back into customers’ pockets when it counts.”

To find out more about the new pricing structure, contact Rocks Off’s account manager team or email sales@rocks-off.com

Get the tools for We-Vibe app campaign

Lovehoney has launched Pleasure together, made easy, a huge marketing campaign around its We-Vibe app, with a toolkit of resources for retail partners. The We-Vibe app is designed to offer users a secure, personal experience: it doesn’t require e-mail registration and communication is end-to-end encrypted. The app can unlock customisable play for users, as well as facilitating long-distance connection.

To coincide with the Pleasure

together, made easy campaign, Lovehoney has created an online hub for retailers, featuring digital and printable marketing assets and a full sales toolkit. There’s also POS material (brochures, ceiling hangers, QR code stickers) in English, French, German, Spanish and Traditional Chinese. Contact your Lovehoney representative for more details.

A pair of Naughty Bits

CalExotics has launched two new toys in its Naughty Bits range. The Lily Licker Mini Flower Flicker –the brand calls it “one wild flower” – combines massage and teasing functions, with 10 options of pulsation and escalation. It’s waterproof, made of silicone and features a security travel lock. It’s USB-rechargeable and runs for 40 minutes at high speed and 60 minutes at low speed. (It charges in one-and-a-half hours.)

The To the Max Vibrating Wand –CalExotics says it’s “like, totally rad” – is a mini-vibe with a flexible neck and 10 vibration, pulsation and escalation functions. It’s also made of silicone, waterproof, and has a travel lock. Users can charge it via USB in two hours. It runs for 40 minutes at high speed and 50 minutes at low speed.

Find out more at CalExotics.com

Power shower: You2Toys unveil new vibe for water play

You2Toys’ new Showers to Orgasm vibrator – now available via Orion wholesale –offers users two ways to play in water. The silicone vibe is waterproof, so it can be used in the bath, but it can also be screwed into the shower hose. It’s sized to fit into the palm of the hand, and has 10 vibration modes that can be adjusted using a button on the toy. There’s a jet nozzle in the head of the vibe, and the end of the toy can be removed to allow users to screw it on to the shower hose (the screw thread should be compatible with any standard shower hose). Showers to Orgasm can also be used out of the water, and it’s USB-rechargeable. Find out more at orion-wholesale.com

On the tip of your tongue: Intoyou launches Lexy

Intoyou’s latest vibrating wand, Lexy, features a built-in inner tongue that moves with a flipping rhythm. Suitable for shared or solo play, the silicone toy offers dual sensations via seven customisable vibration modes and seven flipping tongue motions. Powered by a pair of quiet motors (controlled independently), Lexy offers discretion to its users. It’s IPD6 waterproof and USB-rechargeable.

Lexy is available via Lovecherry – the distributor says: “Experience next-level pleasure with Lexy, the innovative new wand from Intoyou, crafted for those who crave intensity, sophistication, and satisfaction.”

Find out more at lovecherry.es

All Around The World

City of Industry, California, USA

SVAKOM is partnering again with Trees for the Future, a non-profit organisation that turns degraded farmland into vibrant, life-changing forest gardens and trains farmers across sub-Saharan Africa in agroforestry and sustainable land use.

Since the initial collaboration in 2022, SVAKOM says its customers have helped Trees for the Future to plant 86,304 trees, restore 90,140.8m² of land, grow 124,716.8kg of organic produce and reduce 2,000,000kg of CO₂. Every time a SVAKOM product is purchased, the Trees for the Future Forest Garden programme plants another tree. The gardens and trees help to restore biodiversity, generate income for local people and empower farmers to build sustainable futures.

Santa Clarita, California, USA

JO’s 2025 retail giveaway has given away thousands of dollars of prizes already this year. During April and May, retail employees from seven countries have been awarded US$500 and US$100 Visa gift cards.

To enter the monthly draw, retailers simply submit their sales entries by the third of each month. Every JO unit sold earns one entry and the contest is open to participating stores worldwide. Winners in 2025 so far have come from the USA, Canada, Australia, Panama, South Africa, Spain and China. At the end of the year, there’s a US$5,000 grand prize up for grabs.

New York, New York, USA

Two toys from anal specialist b-Vibe have won Red Dot design awards. The international competition honoured b-Vibe’s remote control rimming P-Spot Plug and the remote control P-Spot Snug Plug.

b-Vibe also won a Red Dot award in 2024 for its 360 Plug. Alicia Sinclair (pictured), the brand’s founder and CEO, said: “We at b-Vibe are truly honoured to receive this recognition from Red Dot. This acknowledgement reinforces our continued mission to elevate anal play through quality, education and cutting-edge design and these awards help to validate the rigorous development process behind each of our products.”

Seattle, Washington, USA

Kheper Games is celebrating its 30th anniversary by partnering with distributors to offer up to 30 percent off certain products. These discounts will be spread out over the next few months.

“We’re excited to be turning 30 and have loved (almost) every minute of our 30-year adventure,” said Kheper Games’ CEO Brian Pellham. “We are happy that we can offer discounts during this tariff war uncertainty. We invested in product heavily before tariffs hit, and have had a few hits after, but still are happy to report we do not need to raise prices at this time.”

The company celebrated its 30th anniversary with a get-together in the company’s home city of Seattle (pictured).

Oslo, Norway

Ohdoki launched a new version of its The Handy automatic stroker on 28 May, and raised more than US$500,000 in Kickstarter pledges in the opening 48 hours.

The updated The Handy 2 and The Handy 2 Pro feature increased speed and stroke length. Like the original model, the devices are VR-compatible, helping users to create life-like, interactive sexual experience.

JP Wilhelmsen, Ohdoki CEO, said: “The response has been overwhelming. This launch wasn’t just about a new product – it was a moment of validation. Seeing our community show up with this kind of passion proves the trust they’ve placed in us. The Handy 2 and the Handy 2 Pro were built from direct user feedback, and this level of early support tells us we got it right. We’re grateful, humbled, and more energised than ever to keep pushing the boundaries of what’s possible in interactive pleasure.”

Copenhagen, Denmark

An iconic Danish store has been relaunched for a new generation. Lovelace is the new incarnation of Copenhagen’s famous erotic boutique, Lust, and Chloë Elvstam Johns, the daughter of one of the store’s founders, is the driving force behind the store’s rebirth. “I was raised in a space where sexuality was celebrated, not shamed,” she said. “Now I want to build on that legacy and create something bold, modern and beautifully inclusive.”

Seville, Spain

Myhixel’s latest launch, the Myhixel Ring, has been named Best Bedroom Toy at the 2025 AskMen Dating awards. The Spanish brand, which specialises in men’s sexual health and technology, developed the Ring through collaboration with health professionals and engineers, including the Swiss design centre Sardi Group. The Ring is designed to help men maintain and prolong erections. It claims to work for any size, and features a band that applies pressure to key points to help to maintain the erection and a U-shaped loop at the bottom to allow ejaculation without any discomfort.

Patricia López, founder of Myhixel, said: “Myhixel Ring continues to be well received internationally, and we’re proud to see it recognised by AskMen. This award reinforces our mission to support men’s intimate health with innovative, science-based solutions that genuinely make a difference.”

Founded in 1998 by Sabina Elvstam Johns and Rosa Lind, Lust centred women’s pleasure and empowerment at the heart of its offering. The brand and website were sold to a Danish shopping mall in 2023.

Chloë Elvstam Johns added: “We’re not selling toys –we’re selling confidence, exploration, and intimacy. And we’re doing it with heart, humour, and high standards.”

Munich, Germany

Munich-based online pleasure and intimacy education portal Beducated has picked up the AskMen Dating award for Best Sex Ed Service.

Beducated provides users with a library of more than 150 free online courses spanning sexual communication and body confidence, as well as kink, tantra and non-monogamy. AskMen’s editors praised Beducated’s resources for helping to shape modern learning around sexuality by focusing on curiosity, connection and sexual confidence.

CEO and co-founder of Beducated Mariah Freya said: “This recognition from AskMen is a big win, not just for us, but for the idea that pleasure is something worth learning about.”

Wasserbillig, Luxembourg

Celebrating three decades in business, pjur has unveiled two new promotions. A B2C campaign, Celebrate & Win!, asks participants to congratulate pjur with a personal birthday message for the chance to win five prizes of €3,000.

Support & Win! offers every retailer promoting the B2C campaign at point of sale eligibility to enter the draw to enter five prizes of €2,000. Distributors that pass on the B2B campaign Support & Win! to clients are also eligible to enter. Both promotions run from 1 June until 30 November 2025, and draws begin in August.

Spotlight:

“I didn’t just wake up one day and decide I wanted to be a lube CEO”

At EroSpain there was a proper buzz around one first-time exhibitor from London: Howl, a queer-founded sexual wellness and education brand rooted in community. Imogen Lees chatted with CEO Samuel Douek about the journey so far… and what’s to come.

Samuel Douek is a man on a mission. When I spoke to him, Howl had just met its crowdfunding target to expand the brand by developing products and launching an online education and sexual wellness platform. But scaling the company isn’t Douek’s primary focus. “The core mission of Howl is to be a vehicle to tear down shame,” he explains, “because everyone experiences it, whether you are a gay man, a coming-of-age trans or non-binary person, a lesbian couple, a peri- or menopausal woman, a gentleman in later life who’s still ‘got it’… We’re all held down by shame that’s instilled in us by society. “A brand or a community like Howl has an opportunity – and almost a duty – to break down those walls. And we do that by championing pleasure. Yes, we are a community, and we’re a live event, but we’re also a platform for education, so there’s this unique trifecta across events, products and media that’s actively working to eliminate taboo. Whether it’s being empowered to buy a lube over the counter that you’re not embarrassed by, or you feel empowered to attend one of our sex-positive events, or it’s simply having access to reliable, trustworthy information, everything we do is really about dismantling shame.”

At 34, Douek is a young CEO, but this wasn’t his planned career trajectory. He trained as an architect, then became a film director and started running nightlife events in his spare time. “I was yearning for community,” he explains. “I started with

small club nights and then expanded into queer performance. But the natural development of being a promoter in nightlife is to go bigger and, five years ago, I wanted to start a rave that was a space I wanted to go to that had different genres of music – not just techno, rave or Afrobeats, but a space that brought those things together.” It wasn’t just genres of music he wanted to combine. “There’s loads of different LGBTQ+ communities, and often they exist in silos, and

I wanted to create a really inclusive event where you would have access to loads of different people.” Douek wanted Howl – named after and inspired by Allen Ginsberg’s groundbreaking 1956 poem – to become a music festival… but then Covid-19 hit. Douek remembers: “It gave me time to reflect and think: ‘OK, how do we take that energy and intimacy and beauty of the dance floor and bring it into everyday life?’” Howl wasn’t a sex party, but it was a progressive, sex-positive space, and this inspired Douek to create a product that reflected the sexual wellness revolution he could see taking place around him. “There was nothing that represented the next generation of youth that was coming of age,” he says. “I thought that a brand should reflect this burgeoning revolution, channel and empower it.” In 2021, Howl launched two CBD lubes, water-based and silicone-based.

Inclusivity in intimacy

“I wanted to make a product that solved a problem within intimacy,” Douek explains. “I had always found anal sex a bit uncomfortable. It’s something that I’ve struggled with and something I wanted to look at solving. CBD felt like the natural fit: it helps relax the muscles to relieve any discomfort, and it increases blood flow to the applied area, so it works as a vasodilator, a little bit like poppers.”

Douek wanted to produce a high-grade product that was suitable for all. “A lot of people buy really shit

Samuel Douek

quality lube off Amazon and they’re not really thinking about what they’re putting on their body,” he says. “We wanted to make a high-efficacy product that worked well across all different types of sex, not just vaginal and anal, but universally, and that was good for sensitive skin.”

The Howl formulation is thick, pH-balanced for all genders, vegan, paraben-free, unscented and unflavoured. A sensible price point was also important. “Whilst we’re premium, at £18 and £19 we’re still affordable, but more expensive than your average day-to-day lube,” Douek says. “We’re inviting people to care more about what they put on and in their body by investing a little bit more, whilst still being affordable. We’ve worked really hard to keep our margins where they are, so it’s accessible, and I think people respect that.”

When nightlife returned post-pandemic, Douek rechannelled his energy into parties. “If I’m honest,” he admits, “we were just a party with some merch. We were focusing on the raves and I was focusing on my directing career. But…” He pauses. “The merch did really well. We sold out, we got into Selfridges, we featured in Vogue, in Dazed… we had an amazing response.” At the start of 2024, Douek realised that he had a well-regarded product he cared about, so put his directing career on hold and learned how to fundraise and scale a company.

“I think the vast majority of consumer brands decide that they want to start a company, and that they want to make money from a product,” he says. “And from then, they’re trying to retroactively build community or authenticity. We are a completely organic brand. I didn’t just wake up one day and decide I wanted to be a lube CEO.”

Douek focused on finding out everything he needed to know about raising money and building a business. “I’d never raised money before,” he explains. “I didn’t know what an ordinary share was. I didn’t know what a pre-seed round was. I knew nothing.”

CEO boot camp

Describing the past year as “CEO boot camp”, Douek reckons he’s learned more over 12 months than he has in his entire life, thanks to conversations with advisors, business-owners, friends and family… and books and YouTube videos. “I think what was interesting,” he says, “is at no point along the way did anyone ever say: ‘This a bad idea’, because I think I would have been deterred. I was propelled forward originally by early angel investors, but then I really wanted to launch a crowdfund: we were born into this world as a community, and the community deserved to come along that journey with us.”

Douek strongly believes that in the current political

and events that people need and want, and gives back to charity, and empowers people with a wider message around education.”

Retailer relationships

climate, it’s hard for a queer, LGBTQ+-founded brand to raise money. “People turn their nose up at it, they don’t like the adult industry, they don’t like something that’s progressive and provocative. The other thing is that queer people in general, I think, have less financial literacy than their straight counterparts. They are often not equipped to save for the future, to protect themselves or to have a mortgage or savings in the way that traditional straight people do.” Douek is clearly passionate about empowering those who haven’t had access to financial education and sees a crowdfund as giving people the chance to think about the future, to talk about money and to own a stake in a company for as little as £20. “We can’t promise that it will pay off, but we’re going to work our hardest and do everything we can for it to go and for that to be worth something more one day. For me, that was exciting because it’s an opportunity to bring our community along the road with us and for everyone to benefit from it.”

“What I’ve learned through this journey of raising money, I want to share with the community,” Douek says. “I think there needs to be more queer business-owners who aren’t afraid to take risks and to ask people for things and to grow. And I also think historically, the LGBTQ+ community and capitalism are at odds with each other… but I think there’s a world in which everyone can win. Where you can have a profitable, sustainable business that creates products

EroSpain may make a difference to Howl’s engagement with retailers. “Before EroSpain,” says Douek, “everything we did, we were hustling ourselves. I went into stores with a bag of lube! That’s how we got Clone Zone. It’s how we got Harmony. It’s how we got a

number of independent retailers. And I think people really respected it, because I don’t think anyone really does that any more. To be honest, it was more that I was forced to because people just weren’t replying to emails – or actually, if they were replying to emails, it was just an immediate ‘no’, because nobody has time. But as soon as people got their hands on the product, as soon as they saw the beautifully designed packaging, the care and attention that’s put into the product and the high efficacy of the lube, the conversion was almost 100 percent every time.”

Following EroSpain, Howl is now speaking to distribution partners to scale across the UK and the EU. Bringing events and educational resources into independent shops could also be on the cards. “We really want to build out an end-to-end experience with our retailers,” he says.” It’s so much more than being stocked in store. It’s having access to educational information at the point of purchase, in the form of leaflets, samples, flyers… in-store events: panels, activations, staff training…” And content creation –taking advantage of Douek’s directorial experience, Howl and Clone Zone are already in talks. “It’s so much more than just a product – it’s am ecosystem. For retailers, I’m hoping that’s this is what will resonate. We’re able to make groundbreaking educational content and really engaging events and no other brand can do that, I think, in the way that we can.”

As the brand sticks its head above the parapet, is Douek concerned about other companies being “inspired” by Howl? “We have amazing disruptive new products that we’re working on that I’m not telling anyone about,” Douek laughs, “because as soon as we launch, it will be replicated.” But he sees the differentiator for Howl as the way the brand does things, born out of community. “Ultimately, we are very supportive of other brands,” he says. “We do collaborations with sex toy companies; we’re doing a collaboration soon with a supplements brand. I believe in supporting other businesses – and I think if more brands have a message of sex education, that’s amazing.” Douek says he’s “shocked” at how little education he sees in the adult industry. “How do we make it accessible for teenagers and for parents and for people who want to explore kink and the whole gamut of everything in between?” he asks. Tearing down shame, in fact.

“That’s something everyone can relate to,” he says. “There’s always day-to-day embarrassments and often they’re tied to sexuality. And I think that’s something that we’ll need to continually question and challenge, especially as the world becomes more polarised. Now we’re entering into an era of unprecedented tension and hatred between different groups of people. I think a brand like Howl can hopefully be a platform for everyone, regardless of your political persuasion or your age, your size, your race… Ultimately, it’s unifying people through pleasure. And I think anything that brings people together in a world that’s so divided is welcome.”

It feels as if Howl is on the verge of something big. But just how big? “No one’s ever asked me that one before,” laughs Douek. “Well… I have ambitions to be a

global player. I want to be stocked in major stores, and I want it to be a household name, but I don’t want to compromise the ethics of Howl, and I hope that we don’t have to in order to get there. But ultimately, I think everyone deserves better sex.”

The Howl boss has huge goals for the brand, events and the media channel, and he wants to achieve these without compromising authenticity. He feels that some sexual wellness brands are responding to political change by “hiding under the counter”,

masking “behind pastel colours and flowers”, whereas he wants Howl to remain “loud, vocal, political and progressive”. He realises that not everyone will want to work with the brand because of this, but he is undaunted. “Ultimately, if you agree with our ethics of tearing down shame and championing pleasure for everybody, then we’re aligned,” he says. Watch this space.

If you’re interested in stocking Howl lubes, please contact wholesale@howlworldwide.com.

What’s in store?

As an independent retailer, what are the values that are important to you? And what kind of backing do you receive from suppliers? Imogen Lees talks to shop-owners, distributors and wholesalers about the support that’s in place for bricks-and-mortar retailers… and what else would be desirable.

Satisfyer’s stylish pink store concept was a real attraction at EroSpain, with big, open, displays giving visitors the chance to pick up and play with the merch. Satisfyer says it’s “reinventing the industry” and creating a welcoming retail environment. Just before EroSpain, Satisfyer’s CEO Sven Pelka told us: “We’re reimagining retail with open, inclusive and design-led spaces that feel more like high-end lifestyle stores than anything traditionally associated with this category.”

Inclusivity is of course vital in an industry that caters to such a range of tastes and desires – many independent shops would argue that inclusivity is already at their heart. “We’ve always been inclusive,” says Tracey Whitmore, ETO columnist and owner of Vibez Adult Boutique in Aylesford, Kent. “We’ve always been here to help people.” Her son Chris, who runs the store alongside her, adds: “No one is excluded from the sex industry. I find [the idea of inclusivity being a new thing] very odd.”

Drew Bigglestone, co-owner of Luke & Jack in Glasgow, says: “We have spent our life dealing with making sure the place is consensual, that if someone was to walk in, they’re not immediately presented with something that might make them feel uncomfortable. The shop experience is a very intimate

communication, particularly for our industry.”

Stefanie Kershak, owner of Avec Love in Besançon, agrees. “My shop was designed with accessibility and inclusivity in mind right from the creation.”

Distributors feel similarly. Danielle Warn, senior sales executive at Net1on1 Wholesale, says: “Now that stores are more accessible for couples and women, I definitely think there’s been a huge improvement. We’ve got to support bricks-and-mortar stores. I think every town needs one, really!”

Obviously, shopping for adult products is a personal thing: many people feel more comfortable in a one-to-one environment, which a website can’t offer. “My shop is definitely inclusive,” says Helen Shepherd, owner of SinSins in Norwich. “I spend a lot of time making sure I have toys for all bodies.” Helen explains that carers bring customers with mental-health issues into the shop and that she’s “honoured” that they trust her to treat them with respect. She also actively accommodates neurodiversity, including offering disposable gloves for people who don’t like to touch chiffon bags. “We want everyone to feel totally comfortable and safe.”

As Helen Shepherd says, retail space fosters an atmosphere that embraces the needs of local communities. Stefanie Kershak adds: “In my opinion,

Drew Bigglestone, co-owner of Luke & Jack

Helen Shepherd, owner of SinsSins

being a part of the community is necessary for love shops to thrive.” Chris Whitmore from Vibez agrees.

“Shops are a very important point of contact, providing experience with different types of people and products,” he says. “We appreciate the importance of it being a physical place where you can try things on, taste things…”

Stores are of course also a space for conversation. Drew Bigglestone cites examples of chats that have taken place on the Luke & Jack shop floor around the use of adult toys in a post-cervical-cancer situation, and with trans customers who felt comfortable for the first time talking honestly about the type of products they were actually looking for. He says: “There’s so many communities of people who use or perceive the spaces that we created in different ways, but I think the commonality is that people feel that they can be their genuine selves.”

As a store-owner, you know that as well as engaging

community with in-shop events, connection with an area is created by sponsoring local events and selling smaller, emerging brands. Luke & Jack, for example, sponsors a Glasgow makers’ market and also offers shelf space to brands not stocked anywhere else. Meanwhile, also giving a platform to upcoming brands, wholesaler Playharda is developing a programme specifically for independent stores, giving shops the chance to stock and sell merch from newer players in the industry and to become part of Playharda’s collective buying power.

Supplier support

Another element of Satisfyer’s new programme is investment in 5,000 shop-in-shops, exclusively for adult retailers, which will offer 60 percent margins based on the internet’s lowest price rather than inflated RRPs. The initiative is being launched in collaboration with Satisfyer’s distribution partners, and will include visual merchandising, displays and point-of-sale materials.

CEO Sven Pelka said: “Think of them as a smaller version of our mono-brand stores – with the same aesthetic and messaging, and the same immersive appeal.”

Helen Shepherd says: “This sounds interesting. I love Satisfyer as a brand and I actively promote them in the shop. Their stands at trade fairs are always so exciting and engaging that I can easily imagine their stores being very appealing. I’d definitely be interested in having a dialogue.”

There are already initiatives in place from brands, wholesalers and distributors to support independent stores. “We get everything,” says Chris Whitmore of Vibez. “Stands, testers, displays, posters, online marketing stuff… everyone’s pretty good.”

So what’s actually on offer? Jana Michalke of Orion Wholesale tells us: “We support retailers with over 15,000 quality-tested items in top-selling packages, our comprehensive service and customised sales solutions.” Orion Wholesale provides customised promotional point-of-sale (POS) advertising material (leaflets, posters, carrier bags, displays etc), as well as slatwall store displays with visual materials and magnetic foils for walls and windows.

Net1on1 Wholesale also produces POS materials to fit specific retail space. “We’re offering free, customised branded headers across any of the brands in our range,” says Danielle Warn. The headers can be made in any size and shipped directly to stores.

This consideration of the physical size of the store may sound obvious, but it’s not always taken into account. Drew Bigglestone says: “Sometimes… something might be just too big, like a pull-up banner

A SinSins display

Luke & Jack store in Glasgow

that’s going to take up too much space in a small, independent shop – although it might be fine in a large chain store.”

And we all know size matters, but so does quantity. “My store is in the city centre,” explains Stefanie Kershak. “This means a small store and even smaller storage space. When a brand wants me to order five to 10 of each item in order to qualify for a tester or a display unit… well, I just do not have the space for that. Every single cupboard in my store is an avalanche waiting to happen.”

Committed to retail

Distributor Creative Conceptions is proud of its commitment to retail partners. “We ensure that bricks-and-mortar stores have what they need to sell our products as best as possible,” says Lucy Robinson, CC’s head of marketing and communications. “This includes POS displays, custom merchandising plans to make products stand out on shelves, posters, Perspex stands, and other promotional materials to support product launches and seasonal campaigns.” There’s also a library of online assets that stores can view or print.

In addition, the distributor has established a support team for individual stores’ dynamic marketing needs. “We have heavily invested in expanding our marketing team, allowing us to provide industry-leading response times,” says Robinson. “Our dedicated team ensures that every query is handled with urgency, and customised solutions are delivered without delay.” Robinson also explains that CC can provide support with samples, games, and print materials for engagement. Note the word “samples”, there. For purchases that are all about physical sensations, touching and feeling products is vital. However, not all stores feel supported in terms of testers. Stefanie Kershak is unequivocal in what she’d like to see from brands: “Testers and samples, samples and testers! The two main reasons people go to stores versus buying online is for advice and to see and feel the products,” she says. But she adds: “That being said, there are some brands that are absolutely great at providing testers and giveaways for store events, and it definitely keeps me loyal to their products.”

Testers and samples are plainly a sales aid, but they’re not always free for retailers. “We are sometimes having to cap-in-hand beg for testers, because there’s an idea that sometimes… well, we have to buy them,” explains Drew Bigglestone. “We are an independent shop, a space where you can come and physically

find something, hold it, discuss it, choose to buy it there or buy somewhere else. And sometimes there’s a lack of understanding that we cannot afford to be buying the testers.”

“Testers and promotional material can absolutely elevate the sales on any product,” explains Helen Shepherd. “I have about eight particular products I show people to establish their preferences and sensitivity, and I sell more of these than anything.”

And of course, retailer knowledge is helped by demonstrations from both brands and distributors –which are always better in real time (whether in-person or online) than recorded. “We’re always on hand for any demos or any in-store training [stores] require,” says Net1on1 Wholesale’s Danielle Warn, who adds that because each store is different, the company tailors training and information to individual customer needs.

Helen Shepherd adds: “I’ve attended training and meetings with some brands and it’s incredibly helpful to have a good idea of functions and features we can explain to customers.”

Online assistance

While physical stores can create a community in ways the internet can’t match, you know it’s important for overall sales to have some kind of online presence. Wholesalers and distributors offer some help there, too. Orion Wholesale’s Jana Michalke says: “B2B customers with an online shop also get an all-round package, offering customers lots of brand presentations as well as attractive promotional material for their digital shop window – from 360° photos and product videos to digital fact sheets and social media templates. An API interface to the Orion Wholesale online shop means that data and orders can be transferred in seconds.”

Creative Conceptions also offers social media and influencer collaborations (and the products for the influencers to try), assistance with writing blogs and social posts (including TikTok-ready short-form video content), website SEO help and targeted keyword integration, and “how to use” guides to pass to customers.

What else matters?

So where does this leave us? Every voice in this feature realises and respects that bricks-and-mortar stores are the beating heart of the adult pleasure product industry – and while there are inevitable wrinkles in communication between retailers and suppliers, there’s obviously a space for shops in the immediate future of adult retail. It will be interesting to monitor the impact of the Satisfyer programme on high streets and existing stores.

But this article barely scratches the surface of the current state of play –there hasn’t even been enough space to discuss licences, business rates, the cost of utilities… or the “T” word, tariffs. Stories for a future issue of ETO, perhaps.

What are the issues that matter to you? Do you feel you’re getting enough support from brands and distributors? ETO would love to hear your stories and get a real feel for the industry on the ground. Please drop me an email at editorial@erotictradeonly.com

A creative in-store display at Vibez Adult Boutique

third time lucky? :

Paul Smith reports from the third EroSpain, held in Barcelona from 25-27 May this year. This pleasure product trade show has grown from a well-received launch in 2023, but did the third outing deliver on the promises of its past events?

In short, yes it did. I appreciate that’s cutting to the chase, but everyone’s time is valuable. And I’d add I don’t think luck is a big factor: it’s held in a fun city, in a great venue. It’s well-organised and attracts the right people. I don’t even think the fine weather was much of a luck factor. Barcelona in May? Not a huge gamble. Anyway, you make your own luck and thus the choices of location, venue, etc simply reflect – and reflect well – on the organising team. Last year, I thought EroSpain was great but could use being a bit bigger. This year, it was a bit bigger. Tick.

I arrived into a familiar, blue-carpeted stadium of sexy business dreams and was greeted by waving giant penises. Thus began 22 busy hours across three days of stalking the aisles, eating complimentary fries, staying hydrated, and being impressed. And it really was busy… here are just a few highlights. Celebrating the company’s 20th anniversary, Tenga showed new weave and drape-textured items in the Arte range. Also the Spinner DX: a larger version of the popular masturbator, more suited to the non-Asian market. Several models offering differing sensations are available, explained the brand’s Mayumi Morinishi. She

Exhibition from above

Tenga’s Mayumi Morinishi

was wearing a 20th anniversary T-shirt, but I actually preferred the “Love Me Tenga” T-shirts and bags. I passed Secret Dome’s portable playrooms and grope-boxes (I suggested a tour of swingers’ clubs to get the range in front of the right consumers, but had to agree it wasn’t a cheap option) to reach Lovely Planet. That stand was half-hidden behind curtains, creating an air of mystery, but I did read that Strap On Me, Love to Love, Mixgliss and Dorcel were featured. I was told selected clients would be ushered beyond velvet ropes and the drapes to discover what was new from the brands. Intriguing!

Another curtained stand was Bijoux Indiscrets, which displayed all the good stuff in the company’s new water-based Sex au naturel lubes: vitamin B5, lactic acid, aloe vera etc. I was also shown the long list of less desirable potential ingredients which aren’t included. Reassuring.

Dan Holman of Screaming O told me: “In the current market our products are excelling as they’re the right mix of affordable, without compromising quality. We’re celebrating our 20th anniversary here, with our Lipstick vibe and Charge bullets doing very well.” Dan also pointed out the firm’s most expensive item: a premium dual vibe remote and egg, which retails for a little over €100.

Luck be a lady tonight

Electrostimulation was well-represented: Charlotte Fowler of ElectraStim showed me their (not new, but cool) Flux controller, which is feature-rich and

versatile for a sub-£300 unit. “It’s powerful, dual channel, USB-C rechargeable, and I’d call it the product which has most exceeded our sales predictions for the last year,” added ElectraStim’s founder, Andy Smith. E-Stim Systems’ Wayne Allen told me: “You’ve not seen our Bi-Polar Electro-Wands before. Two sizes – small and large – both with an insulated grip at the base. They’ve proven very popular.” MyStim showed the updated Tension Lover eStim controller. CEO Jessica Hofmann pointed out the additional functions, and how terminal plugs had been moved further apart.

Dusedo’s Wouter Geurtsen tantalised me with the €160 RRP Coyote-3, a new, wireless, app-controlled power box that can also be triggered with Paw Prints buttons. These are more than just switches: they can also sense strain on two attached D-rings (a zap for pulling on your binds), movement (“I said, stay still!”), lack of movement (“Dance or suffer, my sweet toy!”), and many other options for a compact item. They sell in pairs (€69 RRP) – in fact, the Coyote-3 app can control up to three pairs. Ooh, and indeed, La La. TOF Paris always seemed to draw a crowd. Muscled male models in skimpies will do that, I guess, and I often had cause to re-enact an old game I’ve played on German beaches: “Sausage!” But you have to say it in a different accent each time. Anyway, lovely sparkly things from them, as well as the transparent. Kiiroo’s powered, interactive strokers have been joined by a boxed set of couples’ toys. The LuxUs kit (as featured in the last edition of ETO) comprises the LuxHer, a clitoral vibe that can be used stand-alone or

Dan Holman from Screaming O

Net1on1 Wholesale’s MD, Tony Gonzalez

Intt Cosmetics’ award-winning stand

Caz & Wayne Allen of E-Stim Systems

more hands-on with a finger grip, and LuxHim, a cock ring with integrated magnet, to which the LuxHer can be set to respond. Proximity can build power –alternatively, LuxHer can be set to build power based on the frequency of “close passes” by LuxHim, a kind of “crescendo mode”. This synchronicity assistance is customisable via the FeelConnect app, which even lets you control LuxHer internationally for when LuxHim is on a golfing break. I noted Orion is also selling the kit, adding to a great array of products on that company’s stand.

Hismith was showing a wide range of sex machines, realistic dildos, “Make Anal Great Again” red hats (promotional, not for sale, sadly), and a very neat “lubricant plunger” pump to let users re-enact their favourite five-hour porn scene. It’ll feed lube down a tube on an app-controlled timer, or there’s also a “surge” button to deliver fake cum on demand. Always useful.

Luck is not a factor

SVAKOM, I note, is always in capitals. pjur, conversely, is always lowercase, but gave me a 30th anniversary gift set, so I instantly forgave the design choice. Loved the use of Philips Hue Go 2.0 hemispherical LED lamps to display bottles on the pjur stand. Over at the XR stand, I talked to Gerardo Ramos and Roxana Mendoza, who told me: “It’s been a fantastic

show. Lots of new customers and the show itself has been very well-organised. We’re very pleased.” Gerardo showed me the company’s expanded range of bondage furniture, cool unicorn strap-on pants (solid, so not good for the huge ED/cryptozoology crossover market), and vibrating versions of some of the creature dildos. Similarly creative and funky, I liked the firm’s creature masturbators, and fetish bear rucksack. Neon mesh dance/clubwear was a thing on the Queen Tex and other stands, leading to chats about an increasing crossover between fetish and mainstream fashion. Black corsets over a white blouse or a simple brushed stainless-steel collar are things you’re more likely to see in an office situation these days. Often worn by women.

Scala’s stand was one of the most handsome. I was shown cute pink-and-burgundy harnesses, and a Mr Steel metal baton heavy enough to give any hole a significant workout. At Bathmate, Tim Brown chatted about the HydroMax-6 and HydroXtreme-6, two new models filling the gap between the 5 and 7 versions of both. Tim explained how, to get the best results from a penis pump, size does matter.

Maria Esfandiari of Pipedream showed me new lines in the Wet Pussies strokers range (both bigger and better-featured) among a lot of imaginative new lines, while on the LELO stand I was drawn to the F2S app-controlled masturbator which is additionally

marketed as a training aid, for gentlemen looking to take a step back from The Splat Race.

Like a Kitten’s range of 12 little mystery boxes, containing small but effective toys such as a compact metal pinwheel, fluffy teasers, sex dice, bullet vibes, a plug, massage candle, nipple pasties etc sparked a conversation about women’s v men’s propensity to gamble on an unknown product. Although with an RRP of €15 on Like a Kitten’s collection (no duplicates in a table-top display box of 12) it’s not too big a gamble, and there was talk of a male-focused set in future, perhaps. My thanks to Bianca Estrada-Gonzalez, who also showed me the Adventure Collection of vibrating metal toys with a somewhat medical roleplay look... SlipSkin from b-Vibe was one example of a trend I noticed towards dildos with a more authentic feel. Dual density only goes so far – a firmness with pliability, a softness with resistance, and a real-feel skin layer that stretches and glides all seem desirable. Logically these tactile characteristics are married to convincingly veiny, realistically textured, and porn-stud-accurate colouring of the toys. To say

LED lamps help display pjur lubricants

nothing of generous scale. Dongs to really ding a boy or gal’s bell, one might say. The Tonga stand also had cupping ball vibrators, Barely Legal masturbators… and a stylish atmosphere, thanks to an elegant design.

Lucky in love

ABS Holdings, with the Prowler male lingerie, stainlesssteel ankle cuffs, Arcwave (Ion II), and Prowler Red socks with appropriate slogans – Daddy, Cumdump, Woof, Just a Hole, Fuck Me, Pup, Bear, Otter, Twink etc – was also a busy stand. To be fair, almost every stand was busy, at least until the third day, when things slowed down a bit. (Was the free bar at Opium for the show’s awards on Monday night perhaps a factor?) I dropped by the Creative Conceptions stand, where I was shown the newish Sei Mio bondage collection –good packaging for a mid-priced range – as well as the smaller box for the updated version of Monogamy. Easier to display and cheaper to ship, I think that’s a smart move for what is the world’s bestselling adult board game. Unihorn Mini – tiny yet powerful –USB-stick vibes (no actual onboard memory, but subtle and rechargeable) and the new Clarity glass range also drew a crowd. I especially liked the displays for the latter: both Creative Conceptions’ own-branded ones that shine a light up inside the toys, and the rotating, mirrored, coloured-LED-lit items. Displaying glass items can be a challenge, but in a darkened corner this

method, where light catches surface details from within for a real neon zing, would look awesome.

Also displaying their goodies well, Oninder showcased the Cute range of brightly coloured toys in snap-together frames, held between flexible clear plastic sheets. It keeps mucky fingers off them, while still letting you inspect the items from every angle.

FUN FACTORY’s Stronic Pulse Vivace looked like a lot of toy for €80 and I’ve always admired the company’s mix of quality engineering and appealing, colourful designs. No one else seems to do “non-phallic-but-kinda-phallic” quite like FUN FACTORY. Shunga Erotic Art’s Sayna toys (nice gold detailing), massage oils, Calendar of Desires, lubes etc. looked as polished as ever and once again I admired Fleshlight’s Wall of Desire – a broad selection of “wall sockets” to be poked. With a finger.

Net 1on1 Wholesale’s Tony Gonzalez told me: “The show’s been great for us. We came as visitors last year and were impressed, so we’ve a stand this time. It’s worked out really well – we’re really pleased with the response we’ve received.” Not least for the Mina range of rabbits, each with its own USP. Hail has a “come hither” action, Ripple has rotating beads, Tide is a thruster, and Thrill is more conventional, but with five functions.

Biird blue glass lines on the Gisele stand were being admired as I passed by, and I especially liked the zip-round cases they ship with. Also eye-catching, the company has a paint-speckled-look range of

mid-sized toys that adds some artistic ethos. Rimba’s Thijs showed me the two versions of Bouncy Bliss (around €100 RRP). Both have an inflatable element for the bouncing and, mounted on top of this, a vibrating toy (either penetrating, or non-penetrating) with multiple motors. These allow waves to run front-to-back, back-to-front, or what Thijs called: “A rising fountain of vibration, starting at the outer ends and pulsing into the middle to build to an unbelievably deep and satisfying orgasm.” All while controlling the pressure (literally – the kit comes with a pump for the “rugby ball” portion) by pressing down from a kneeling position. Storage bag included, too. Great for the fake threesome feel, I’d say.

Fittingly I end on Full Circle, which had male masturbators in wild colours and shapes. If an alien gnawing on Satan’s bunghole plunger is your idea of fun, fill your boots. Personally, I liked the toothy maw of the purple maelstrom model...

Just like last year, I felt welcomed, looked after and entertained by EroSpain. Similarly, I didn’t find an exhibitor who hadn’t had a worthwhile experience. So, if luck is a factor, I’d say the show is holding aces. All eyes (snake and otherwise) will be on Amsterdam in October to see how EroFame responds, but few will bemoan leaving Hannover behind. Stakes are high and I can’t wait to see how the dice of the European pleasure product trade show game land!

Cute

Honey Play Box’s Kinky range

news and awards :

It’s a showcase for new products and a chance to catch up with friends and contacts, but EroSpain is also the place for manufacturers and distributors to shout about what they’ve been doing. Some even take home an award… Imogen Lees rounds up the big news from Barcelona.

Complete list of award-winners

Awards are handed out at EroSpain that recognise innovation, creativity and success in both the industry and at the expo itself. As media partner, ETO publisher Jason Dante awarded trophies both at the official party and during the final day of the event. Here’s the complete list of winners.

Lingerie brand of the year: Mapalé Luxury brand of the year: LELO

Sex lubricant of the year: pjur original 30 years

Best upcoming brand of the year: Intoyou app series by Lovecherry

Best brand selection: Dreamlove

Sexual wellness company of the year: Saint Sual Niche brand of the year: Fuck & Fist by Let’s Out

Cosmetic line of the year: Orgie

Best marketing support to retailers of the year: Creative Conceptions

Mainstream brand of the year: Bijoux Indiscrets

Toy brand of the year: Tenga

Product line of the year: Lick Me by Intt Cosmetics

Best female/couples toy of the year: The Oh! by the Handy

Best male product of the year: Sam Neo 2 by SVAKOM

Product of the year: Satisfyer Pro 2 Kiss

Company of the year: Fleshlight International

Distributor of the year: Tonga

Best booth EroSpain 2025: Intt Cosmetics

Voting for the 2026 awards will open early next year.

EroSpain and Triple A Marketing

Just a few days before the event, EroSpain and Triple A Marketing (the group behind Satisfyer and FUN FACTORY) announced a five-year strategic international alliance. In practical terms, the partnership means that Satisfyer and other Triple A brands will launch products and collabs at EroSpain. An EroSpain spokesperson told us at the time: “This is not just a partnership –it’s a milestone for the entire industry.”

Lovehoney’s “meaningful” expo Lovehoney Group’s stand focused on content and engagement, including talks from sex and relationships expert Dr Jessica O’Reilly, and presentations from the company’s team about new products, emerging tech and brand strategies. The booth design and concept were brought to life in collaboration with creative agency The Yellow B. Lovehoney Group also introduced new point-of-sale (POS) assets designed to support retail partners in driving visibility and engagement.

Huge honour for CalExotics CEO

CalExotics’ founder and CEO Susan Colvin was given the lifetime achievement award, recognising her contribution to the industry. “I am deeply honoured to receive this award,” Colvin said. “When I founded CalExotics in 1994, my goal was to create products that would inspire joy and enhance intimacy for people of all walks of life. I am incredibly proud of how far we’ve come as a company and as an industry.”

ETO publisher, Jason Dante (left) and Ubal Araque

Satisfyer revealed store concept

Satisfyer’s immersive installation offered the trade a first look at the style of the company’s upcoming mono-brand stores, which will be rolled out in cities across the world later this year. “Our aim is nothing less than a full reinvention of the industry – making pleasure modern, inclusive, and accessible,” said Satisfyer CEO Sven Pelka. “EroSpain was the perfect platform to share this vision and kick off the next chapter.”

pjur marked 30th anniversary with award

To mark the brand’s 30th anniversary, pjur showcased an exclusive gift set, plus the brand’s Original lube was awarded sex lubricant of the year. “This is a fantastic recognition,” said pjur CEO and founder Alexander Giebel. “We’d like to thank everyone who helped make this possible – especially our retail partners and end customers.”

Company

of the year for Fleshlight

Celebrating the 15th anniversary of its operations in Europe, Fleshlight was awarded company of the year. Over the three days of the exhibition, the brand said it: “experienced three packed days of enthusiastic response, back-to-back business meetings, new client connections, and a dynamic atmosphere where hard work and fun went hand in hand”.

Honey Play Box unveiled new products

Honey Play Box revealed its latest products – the Fortexa clit-stim vibe, the Aira inflatable kegel ball, and the app-enabled Tressa vibe – to the European market. Vincent Renou, Honey Play Box’s global sales director, said: “EroSpain continues to be an incredible platform for showcasing not just our newest innovations, but our commitment to quality, inclusivity and pleasure-focused design.”

Two awards for Intt Cosmetics

Intt Cosmetics was a big winner, coming home with not only the award for best booth of 2025, but also the product line of the year trophy for the Lick Me collection. An Intt Cosmetics spokesperson said: “This recognition affirms our commitment to product innovation, sensory experience and customer satisfaction.”

New partnerships for Lovecherry

Lovecherry secured strategic agreements with new distributors in Russia, Australia, the USA and Canada at EroSpain. Lovecherry’s IntoYou app series also won the best upcoming brand of the year award. A Lovecherry spokesperson said: “This recognition is especially meaningful as it celebrates a brand that, in just one year since its launch, has conquered the international market with its smart, elegant and connected proposals, redefining the intimate experience of the 21st century.”

LELO SWITCH™ is the chicest way to double your pleasure without compromising your standards. An iconic wand massager has been upgraded to a dual-ended vibrator with two motors, one for each end of the stick. One sleek silhouette — two pleasure ways. It features an external stimulation for the clitoris on one end, with internal vibrations for your G-spot on the other. Featuring ultra-soft sensorial ribs that stimulate more nerve endings and a smart app for total control, LELO SWITCH™ is not just a toy - it’s a statement. Your wand, redefined.

DOUBLE STIMULATION

A dual-ended vibrator with two built-in motors allows for a seamless switch between external massage and internal stimulation — for double the pleasure every time.

SENSORIAL RIBS

Ultra-soft, textured ribs heighten sensitivity by stimulating more nerve endings and increasing blood flow for deeper, fuller sensations.

SMART APP CONNECTIVITY

Connect to the LELO™ app for remote control, tailored vibration patterns, and partner play — pleasure at your pace or theirs.

BODY-SAFE ULTRA-SOFT SILICONE

Crafted from premium silicone that’s velvety-smooth and warm to the touch.

Cock Cages

Coming of age

Having written about emerging trends for younger consumers in recent months, for this issue – the first of the year’s second half – Paul Smith looks towards the other end of life’s rich pageant. What do mature consumers want from adult retailers, and how best to serve this discriminating market?

Your customers are getting older. I don’t mean statistically. Not your average customer. I mean individually, because that’s what happens to people. Today’s 38-year-old customer is 2050’s 63-year-old customer, with more mature tastes –and potentially, new limitations. Products with extra colour and cuteness absolutely appeal to younger consumers, and it’s important to attract them as well. To put it bluntly, they’re likely to be customers for longer. However, some manufacturers have a more classic design aesthetic that will appeal to older, more conservative customers. CalExotics is one which, thanks to more muted colour choices, more conventional designs, and controls that don’t put up a fight, has ranges that are well-positioned to appeal to older customers. As with a lot of sales, how items are marketed to narrow/er consumer groups is a significant part of the story. Using age-inclusive imagery is an obvious step

for anyone creating posters or a website’s themed sub-section. People like people like themselves, and so grey hair and glasses, a few tasteful wrinkles of a life lived joyously and a setting befitting someone who remembers the 1960s are all appropriate. A clear and unfussy typeface, bullet points for more clarity, and a punchy tagline complete the look.

“We don’t think your fanny fell off at 50”, “His erectile dysfunction shouldn’t ruin your evening”, or “A good tune comes from a fiddle at any age”, perhaps? For the gents, how about “Have you seen the prices at the pub? Stay in and have a wank”, “Your subscription to OnlyFans was just the first step”, or “Blow the dust off the organ, love, we’re going to party like it’s 1999!”? Slightly more seriously, “For when Two Become One” will trigger good memories of 1996 without infringing the Spice Girls’ copyright, thanks to the different spelling (2 Become 1 being the actual title of the group’s third single) or “Intimacy never went out of

fashion”. You could try something like “Couples who play together stay together” or “For a better erection, ‘ya shoulda put a ring on it.’” That said, a 2008 musical reference might be too contemporary... “He left you for a younger model? Replace him with a mains-powered model” may work for your wand vibe display. “Tighten your pussy; wear a butt plug’ might be a little on-the-nose, but sometimes directly addressing the ‘problem’ is the best route. “Three kids, all left home? Time for the Goliath XL andthe Mr Darcy of your choice,” introduces a more whimsical tone, I’d say. This last suggestion reminds me of the power of fantasy. While erotica, porn, audio stories where his veiny manhood is never less than bulging and often magnificently tumescent, or other “intellectual stimulation” is widely available, often for free, it’s true that older consumers are more likely to enjoy their

Doxy Die Cast 3 Wands

own imagination – as a constant barrage of social and other media hasn’t yet robbed them of the attention span required to achieve orgasm. Plus, they’ve a more extensive library of memories of past encounters to draw upon. This might be a useful area to reference in marketing material: “If you remember being fingered at a Double Feature, we’ve the clitoral vibrator for you,” or “Lie back and think of that night in a Renault 4 in the woods.” Ah, erotic nostalgia. If you’ve never made love on a beaded seat cover, you’ve not lived!

A change of pace

Ten years ago, when the Family Planning Association sold adult products in the UK to help fund the charity, I found the organisation’s selection interesting. At the launch event I recall lots of talk about consumers who might be older, less dexterous, less confident and comfortable with sex toys, having grown up when “nice girls” didn’t do that sort of thing, and/or suffering from other limitations, such as having suffered a stroke or other brain injury. Similarly, Parkinson’s, MS... you get the picture. So, products such as long-reach vibes, items with larger buttons and simple-but-effective functions would be likely to be easier – and more appropriate – sales. What was true for FPAPleasure.co.uk then is still true for you now. That site’s articles and blogs are missed – they contained great information for less experienced and knowledgeable, perhaps older, people. The educational power of sexual health and wellbeing advice from a source as trusted as the FPA was significant. It doesn’t help that our biological systems change as we get older. Skin becomes thinner with a reduction in the fat layer. Hormone levels change, and our responses change too. Guys who never had a problem maintaining an erection might develop one, thanks to falling testosterone levels. While a visit to the doctor is going to be worthwhile, so might a cock ring. Or prostate play. Declining oestrogen levels in women can also make sex feel like an faff best left for birthdays and anniversaries, which can be a frustration. Keeping the urge fairly equal in an intimate relationship only gets harder with age and many couples look to perk one, or other, or both up with a bedroom buddy. By which I do mean a pleasure product, but accept that most swingers are over 45 in the UK. (It’s 10 years younger in Europe as a whole, but since that undermines my argument, let’s move on.)

A look online produced some specific product suggestions. The Rose Clitoral Stimulator from Inya, for example. Thanks to a compact head, access to the vagina remains available for secondary stimulation, and the gentle-tofirm suction and vibration the Rose provides is a reliable route to la petite mort. It’s pretty, quiet, packaged as a grown-up product for grown-up people, and simple to use.

Stepping up in size, but still staying non-pen, my research indicates that wands have a big following among older consumers. Cordless or corded, compact or full-sized (and full-on), they all have significant power, are perhaps easier to handle – thanks to the long handle – than a conventional vibe, and are non-gendered. I’ve read of intriguing methods of use by a man, or men, or couples where one or more

members are men. Pressed against the pubic bone, they can turn nature’s dildo into nature’s vibrator, while the partner’s balls or clit also get fleeting contact (serving suggestion: cowboy position).

Lubes, condoms and dams (I imagine these are mostly about safely introducing third parties to the dynamic?), and other consumables (I bet more batteries than poppers, but please write in if that’s not your experience of older consumers) are always going to be in mind too.

Add-on sales to what’s statistically a pretty affluent group should be guilt-free when it’s an appropriate product.

Waterproof toys [redacted joke about incontinence] are a good choice, as are masturbators – both passive and active – because they offer novel sensations that stimulate very differently from a simple hand job. Anything that addresses the inevitable repetition of a long sexual relationship (there are only so many positions, techniques, roleplay scenarios...) must be useful. Plus, masturbators are a couples’ toy for sufferers of serious sciatica, or anything else that makes conventional

Dr Laura Berman’s Flutter from CalExotics

Fantasy For Her Body Massage-Her by Pipedream CalExotics’ Dr Joel Premium Prostrate Massager

Inya Rose Clitoral Stimulator

Quickshot Stamina Training Unit by Fleshlight

copulation too painful. It can be a long wait for hip replacement and in the meantime– well, a toy where one partner can stimulate the other, be that with a dildo or sleeve, to simulate intercourse can bridge what would otherwise become a dry spell.

Old dogs and new tricks

Whatever your more mature customers gravitate towards (bendable dildos are popular, I’m told), there are lots of conditions, such as arthritis and carpal tunnel trouble, which don’t appreciate vibration. Overcoming old-fashioned attitudes might be the difference between a useful chat with an “I’ll think about it” and a sale resulting – hopefully – in a new, happy customer. The “unnatural” nature of “marital aids” is a stumbling block I’ve seen mentioned several times during my research. If god (or gods – pick your favourite/s) wanted us to apply banana-flavoured lube to our nether regions, he (or she. Or they) would’ve made nether regions taste of banana in the first place! Well, humans are happy to indulge ourselves with a very wide range of technologies – from paracetamol to flushing toilets, from reading glasses to trains – to make life easier, more comfortable, more fun, longer,

and so on. So why not focus on the “more fun” bit, in a boudoir setting, with Je t’aime on the Bluetooth speaker and simple pleasures in mind? Durability and reliability of toys are especially important features for a generation who grew up with a make-do-and-mend attitude that is somewhat at odds with modern consumerism. If the phrases “single use”, “disposable”, “non-replaceable battery”, or “fast fashion” are in any way triggering, you yourself might be old enough to appreciate a toy that’ll “see you out”, as the saying goes. As with any sales situation which isn’t basically shifting commodities on price alone, meeting customers face-to-face gives physical retailers a golden opportunity to ask, listen and respond. Anyone 40+ wouldn’t have grown up with online retail, and is likely to appreciate (actually, value) the help of a well-informed staff member. Talking to older customers is the best way to learn not only what individuals are looking for from their friendly local adult store, but

also the spread of needs, limitations and preferences the demographic exhibits. This is something web resellers can’t easily offer. That said, AI that makes online shopping more personal and less like picking something from a catalogue is absolutely the next step for online stores. However, there’s no digital record of an interest in nipple clamps with a shop... How the storing of customer data is handled might make a bigger difference in future, when the email addresses of all the customers of BDSMBondageAndBuggeryBonanza.com are maliciously released. Anyway, the people who don’t like self-service tills are likely to be both older, and prefer physically shopping, in shops. Is the midlife crisis still a thing? If so, what’s really going to boost virility, an orange Aston Martin that’ll make you too poor to afford the fancy restaurant to which you’d like to take your new conquest prospect, or a FuckMaster 4000? The Aston might turn heads, but a good quality sex machine will make their whole world spin.

Pipedream’s Fetish Fantasy Series Hollow Strap-On with Balls

CalExotics’ Silicone Rockin’ Rabbit

new kid on the block

SZI Expo, a new trade show that’s been three years in the making, takes place in Shenzhen between 17-19 September. ETO finds out more about the latest addition to the global industry expo scene.

Did you know that before 1979, Shenzhen City didn’t technically exist? Back then, the global metropolis we know today was a small fishing town with around 25,000 residents. However, when Bao’an County, in which Shenzhen was situated, was named as China’s first special economic zone and established as Shenzhen City, everything changed. The city grew economically, and the population now stands at more than 20 million. Built on a footprint that actively considers green urban planning, Shenzhen is now China’s version of Silicon Valley (with companies including Huawei and BYD). No wonder some people call it the “Miracle City”.

And it’s to Shenzhen, in the province of Guangdong, that the industry is heading this September for the Shenzhen International Adult Expo (SZI Expo). Guangdong is the world’s largest production base for adult products and Shenzhen has become an important hub for B2B trade and cross-border e-commerce in the adult pleasure products sector. In China, 95% of the adult pleasure products industry chain is located in Dongguan, in Guangdong Province, and the Shenzhen World Exhibition and Convention Centre – home of the SZI Expo – is only around an hour’s drive from Dongguan, so buyers can visit factories if they so choose, and Chinese exhibitors will be close to home.

While it’s customary to see brands and distributors showcasing their latest ranges at exhibitions, travelling to China offers a slightly different opportunity; a chance for European retailers and buyers to connect with product manufacturers and designers.

A landmark location

Shenzhen International Convention and Exhibition Centre is a large convention and exhibition complex, and a core landmark in the Guangdong-Hong KongMacao Greater Bay Area. There are 19 exhibition halls at the venue, and SZI Expo will be held in Hall 10, with an exhibition area of 20,000 square metres (215,280 square feet). The expo will feature around 400 selected exhibitors from the adult product supply chain, mostly from China.

Mary Lin, international marketing manager at Fujian Haoyu, the company staging the exhibition, tells us: “SZI Expo will showcase a comprehensive range of products: dolls, adult toys, sexy lingerie, SM products, electronic accessory products, lubricants, reproductive health products.” There will also be representation from e-commerce platform providers.

Mary Lin also says that AI will play a part in the event. “We will have AI technology teams exhibiting, deeply integrating artificial intelligence with the adult pleasure

industry. Relying on leading AI technology, we give traditional toys new life, bringing users more intelligent, immersive and interaction-rich experiences.”

Among the exhibitors, visitors will find stands from toy manufacturers Gusdun, Homi, Manmiao, Eros, Xingkelai and Sameyo, fetish specialist Yuda, dollmakers Sedoll, Irontech Doll and Sigafun – and of course, many more.

Plenty of prep

The expo has been three years in the making. Mary Lin explains a little more about the company behind the show. “Haoyu Group is a professional team specialising in international exhibition agency services,” she says, “with 15 years of experience specifically in representing international adult products exhibitions.” The organisers have already established relationships with exhibition partners in Brazil, Russia, the Czech Republic, Germany, Spain, Poland, Belgium, the US, South Africa and other countries.

A team of 35 people has been planning and organising the exhibition, and it has also received official endorsement. Mary Lin explains: “SZI Expo is endorsed by the China Chamber of Commerce for Import and Export of Medicines and Health Products (CCCMHPIE) as its supporting unit, signifying recognition from the highest-level commercial department in China.”

Strictly professional

SZI Expo hopes to attract 35,000 visitors over the three days between 17 and 19 September. It will be strictly for industry professionals. Mary Lin says: “We only open to professional buyers, not open to the public, creating a quiet and high-quality negotiation atmosphere for exhibitors and buyers.” There will also be group presentations and forums, including sessions on cross-border e-commerce.

Staging a brand new exhibition in one of the industry’s manufacturing hotspots seems to make a lot of sense – especially for buyers. But if you can’t make it to China, you can read a review of the first SZI Expo in the November/December issue of ETO.

Shenzhen World Exhibition and Conference Centre

Anal August

In some calendars, August is Anal Pleasure Month. In others, it’s Anal Health and Awareness Month or Anal Sex Month. Imogen Lees has been, er, probing the market to check out products for anal play that keep health in mind, too.

Which body part do men and women have that’s packed with nerve endings, super-sensitive and –when touched in the right way – is capable of providing highly pleasurable sensations? Actually, I’m not really sure why I asked the question when the clue’s in the headline… it’s the anus. Anal play can be enjoyed by anyone. Those assigned male at birth have a prostate – and this P-Spot can be a route to delicious orgasms. And for the female-born, anal penetration offers a “no chance of pregnancy” alternative to penis-in-vagina. Sharing anal play with a partner can really increase intimacy – after all, it requires a lot of talking and exploring before people find what works, what’s comfortable and (most importantly) what’s going to bring on the waves of pleasure and screams of ecstasy. Plus, there’s the whole “this is a bit naughty” element:

for some, anal sex is a real taboo. The turn-on that comes from doing something that’s not vanilla, or the fantasies that spring from the idea of breaking a taboo can really amp up the pleasure. And of course there are myriad products out there to make the anal experience super-pleasurable for anyone wanting to give it a whirl… however they want to play together.

Stay lubed, stay safe

Let’s start with the basics: the walls of the rectum are thin and can easily tear, and the rectum isn’t self-lubricating. Also… there’s the whole “what else comes out of the anus” issue. Basically, lubes,

Howl’s

condoms and cleanliness are the anal player’s best friends.

Because of that whole “not self-lubricating” thing, Lube is a non-negotiable in the anal world. “For safe and enjoyable anal sex, high-quality lube is essential,” says Andreas Zimmer of pjur. “Choose a water-based lubricant if you’re using toys, and a silicone-based one if you prefer long-lasting glide.” Andreas recommends pjur’s Analyse Me! lube for beginners, and Back Door for the more experienced. (Both lubes offer water- and silicone-based options.)

Samuel Doek, founder of Howl, says: “We formulated our CBD lubes, both water and silicone-based, with anal play in mind. The back door doesn’t self-lubricate, so you need something thicker, longer-lasting, and more durable than your average lube.” Samuel adds that Howl lubes are more viscous (meaning they stay where they’re meant to). The brand’s water-based anal formula is pH-balanced between 4.5-5.3, which Samuel says is “ideal for the rectum and safe for all genders and bodies”. Howl’s lubes are also infused with CBD, known for its anti-inflammatory properties. Just Glide Anal, from Orion Wholesale, is water-based

and Orion says it’s pH is optimised for anal pleasure. It’s vegan, odourless and tasteless, and it can be used with silicone toys and latex condoms.

Condoms and douches

The old-school advice was that extra-thick condoms should be used for anal sex, but that’s now up for debate. LELO’s Hex condoms, which have a hexagonal cell structure, are marketed as having “anti-slip grip” and as being strong and flexible, and are not “thick”. The EXS range (via Dusedo) includes Black Velvet and Extra Thick. They’re marketed as latex “without the latex smell” and the condoms are vegan and PETA-approved. For a non-latex option, Pasante’s Unique are aimed at anyone needing a larger size (60mm), while Skyn (available via Net1on1 Wholesale and Orion Wholesale) offer a non-latex range. To douche or not to douche? For some people, it’s an absolute pre-anal-pre-requisite – for others, a thorough bath or shower is fine. If people want to douche, plain water in a specially designed douche should do the job nicely. Bad Kitty’s Intimate Douche (via Orion Wholesale) has three different attachments. An Orion spokesperson told us how it works: “One

the brand’s Anal Adventures collection, and available via Tonga) has a customisable three-speed jet pressure system, five precision spouts and 10 vibration modes. Its one-way flow design prevents backflow and the ergonomic neck is designed to move with the user.

Anal health isn’t just about staying safe and clean –it’s also about stretching and dilating the anus (especially important for newbies, so there’s no “oof!” the first time). Oh… and did I mention lube?

In Orion Wholesale’s ANOS range, the RC Anal Spreader with Vibration stimulates and stretches the anus via remote control (which also means a partner could be in charge). It has two vibrating and expanding arms that open and close rhythmically in eight modes. The vibration and expanding functions can be controlled separately or together. Pipedream’s Anal Fantasy Elite collection includes a

Just Glide Anal Lubricant from Orion Wholesale

LELO HEX Condoms

beginner’s anal gaper, made of glass, so it can be warmed or cooled, and it offers a view. There’s also a large-size version.

Plug in for fun

Perhaps the classic anal aid is the butt plug, combining rectal stimulation and anal stretching. For beginners, Orion Wholesale’s Training Triple butt plug – from the Black Velvets line – combines three different-sized silicone butt plugs (S, M and L) in one. The butt plug isn’t just a toy – it also offers users

can help users to get used to certain sensations, and also to reduce any anxiety. Net1on1 Wholesale has just launched the Toosh range – the RemoteControlled Rotating and Vibrating Butt Plug has 10 vibration modes and is USB-rechargeable. Butt plugs are often made of silicone, but glass is equally hygienic and can look gorgeous –check out Blush’s Oh My Gem (via Tonga) range and LoveHoney’s Full Bloom rose and Small Heart glass butt plugs. Creative Conceptions is soon to launch a Clarity range, too.

Anal beads stimulate the sensitive nerves at the entrance to the anus and can really heighten sensations when they’re gently removed during orgasm. This means they can be used alongside other toys or other sexual acts. LELO’s Soraya beads are gender-neutral and designed for beginners, using vibrating motions to create a thrusting-like sensation without actually thrusting. For a stronger sensation, Pipedream’s Rechargeable Anal Beads (in the Anal Fantasy Elite collection) are designed to combine pleasure and pressure (they’re also waterproof).

Beads can also come in wand form: You2Toys Magic Anal wands (via Orion Wholesale) are flexible, soft and designed not to slide in too far. There are three in the range, with different lengths, grooves and insertion lengths.

with anal is that a butt plug

P for perfection

Right. Let’s get back to that P-Spot I mentioned earlier. Some say a prostate orgasm is more intense than a penile one, and there are a lot of P-Spot massagers out there.

LELO’s Loki Wave is well-known, and simultaneously stimulates the prostate and the perineum (taint). Svakom’s Iker Neo massages the

prostate and perineum, and also allows interaction with webcams or a long-distance partner. The brand has also introduced the Erica, which does a similar thing but is a

“Using a remote-controlled prostate massager can offer several health and wellness benefits, especially when used safely and appropriately,” explains Danielle Warn, wholesale sales executive at Net1on1 Wholesale. Danielle says that Net1on1 Wholesale’s Rev-Pro 10-function RemoteControlled Prostate Massager and Rev-Pro Remote-controlled Silicone Prostate Massager may help to reduce prostate inflammation and assist those suffering from prostatitis. Using a massager may also help to improve urinary flow, relieve stress and improve the intensity of orgasms

Pipedream’s Anal Fantasy Elite range includes the Ass-gasm Taint-aliser, which includes rotating beads for perineum massage across three speeds and seven patterns, as well as a vibrating prostate plug. The brand’s Ass-gasm Slide and Glide also features a holster for the testicles.

Let’s get to pegging

You don’t need to be a penis-owner to join the penetration party. Pegging – in the cis-het sense – is really about turning traditional heterosexual power dynamics on their head: man becomes penetrated, woman becomes penetrator. But where does the female penetrator get her kicks? Award-winning French brand Strap On Me has an answer. Its range of wearable strap-ons offers pleasure for both partners during female-to-male pegging…

Toosh RC Vibrating & Rotating Butt Plug by Net1on1 Wholesale

Pipedream’s Body Dock Strap-on Harness

Lovehoney’s Full Bloom Rose Butt Plug

For those preferring a trad strap-on – but with a standout appearance – Blush’s Jealousy Peg Red Rouge and Rebellion Peg Pro (available via Tonga) are made with the brand’s Puria cured silicone, and their jewel-toned red and blue colours offer a touch of fantasy escapism. Meanwhile, Pipedream’s Body Dock G-Spot Pro brings sustainability to the peggingverse: its docking plate means users can attach any suction cup dildo or vibrator to the harness. Creative Conceptions also has a solution for the peggingcurious. “With Sei Mio (our seductive bondage brand), we wanted to include an offering for pegging, but make it sexy and alluring,” Lucy Robinson explains. “A lot of strapons in the market have a huge penis and look quite intimidating and aren’t the right fit for partners who are curious to give it a go without wanting to dive straight into the deep end.” The Sei Mio Perfectly Pegged has a fiveinch (12.7cm) dildo, which is relatively small in comparison to other pegging sets. The packaging is also designed to appeal to first-timers.

Rim stim

Insertion is not the only option. Anilingus – rimming – gives all the pleasure without the penetration. Skins’ Bums n Roses was created to offer users a rimming sensation. Lucy Robinson says: “As far as we’re aware, it’s the only toy whose sole purpose is to offer a rimming experience. Ideal for users of all genders, the rose caters to the desires of those who enjoy anilingus and means they don’t need a partner to partake in the activity. And if users want to combine anilingus and prostate stimulation, b-vibe’s Remote Control Rimming P-Spot Plug (which recently won a Red Dot design award) might do the trick. Rotating beads in the neck of the toy mimic the rimming sensation while a motor within the tip of the prostate massager offers a stimulation option. Whether your customers want to try anal play or are seasoned P-Spot orgasm lovers, August is a month to enjoy, celebrate – and maybe try something new.

Skins’ Bums n Roses via Creative Conceptions

Blush’s Temptasia Pegging Dildo

Sei Mio Perfectly Pegged by Creative Conceptions

Let’s go Dutch

After 13 years in Hanover, EroFame spreads its wings and lands in Amsterdam from 8-10 October. ETO looks ahead to what we can expect from the latest iteration of the always-influential trade show.

A new era dawns for one of Europe’s longestestablished trade shows: EroFame, which has taken place in Hanover since 2011 (although if you’re ever asked in a quiz, its original iteration in 2010 was in Berlin), moves to the RAI Amsterdam Convention Centre in the Netherlands for the 2025 edition.

While previous attendees may miss EroFame’s legendary Oktoberfest party, they maybe won’t be sad to lose the long journeys from the airport to the exhibition hall. Besides, plans are in place for this year’s evening entertainment to include beach parties and canal cruises.

Does a new venue mean a relaunch? Perhaps… but some things remain reassuringly familiar: the usual selection of top-tier exhibitors and the chance to catch up with industry friends and colleagues.

A new venue

Getting to RAI Amsterdam, the largest exhibition centre in the Netherlands, shouldn’t be a problem. The glass-and-steel, curved-architectural-edges complex is located in the south of the city, next door to Beatrixpark (one of the oldest parks in Amsterdam), and the location offers sensible transport options to

both Schiphol International Airport and Amsterdam Central Station.

Wieland Hofmeister, head of Mediatainment Productions and organiser of EroFame, tells us: “We have found a highly attractive location for our visitors and exhibitors in Amsterdam: the modern RAI exhibition centre is only a few minutes by underground from the main railway station, and about

15 minutes by train from the international airport. The grounds are clearly laid out and there are no long distances to cover.”

What’s more, EroFame’s designated partner hotels are either within walking distance of the exhibition centre, or right opposite, so there’s plenty of scope for a long breakfast before heading into the hall.

Exhibitors and visitors will gather in Hall 8, which

A typical hall at the RAI Amsterdam Convention Centre

Wieland Hofmeister describes as being “daylightflooded”. All the stands, catering and talks are in just the one hall. He explains why: “We believe that our trade fair should be held in a concentrated form and are sticking to this concept – dividing it into several smaller halls would fragment the event.”

EroFame claims to be the largest erotic trade fair in Europe – as ETO went to press, more than 100 exhibitors had registered for stands, occupying approximately 3,500 square metres (37,700 square feet) of space. “We are already experiencing significant growth in the number of exhibitors,” Wieland Hofmeister says. “We therefore urge retailers and buyers not to miss EroFame 2025, if only to experience the diversity of exhibiting companies for themselves. Visitors and interested parties can look forward to attractive offers, new products and, no doubt, detailed business talks.”

It won’t be a surprise to see stands from the industry’s biggest players at EroFame. Hofmeister says: “We are proud and grateful to announce that all the major companies in our industry have been regular exhibitors at EroFame for many years, and they will be returning in October 2025.”

He’s pretty sure he can offer an explanation for that,

too – despite global economic uncertainty. “This is probably due to the economic success that EroFame brings to businesses,” says Hofmeister. “As well as facilitating personal connections, a trade fair must be worthwhile for all participants, including exhibitors and visitors. It is especially important for the industry to stick together like a family and support each other in difficult times. In my opinion, EroFame succeeds in doing this every year.”

In addition, several companies will be taking their first stands at EroFame. “This year, we are pleased to welcome the following for the first time: Howl, Simplex, Olanska, Boys of Toys, Full Circle, Earthly Body, Bioconcept, Goliate, Playboy Condoms, Kettenzauber24, Dark Diamonds, Cock Oil, Pytes B.V., Transtumm, It´s Diva Time, OneUp Innovations and Cyberskin,” Hofmeister says. “We are delighted to welcome them to EroFame and wish all participants every success.”

Taking the stage

Regular trade-show attendees know the drill: visit stands, catch up with contacts and friends, wave across the hall to someone you mean to chat with but

never quite make it happen, drink more coffee… it’s time spent on feet and time spent well. But there’s also a chance to sit down – and to learn more about the latest developments in the industry.

This year’s EroFame will include a stage with regular presentations – all of which are free to attend. Hofmeister offers us a taste of what to expect. “This year we have planned a stage for interesting presentations,” he tells us. “The aim is to make EroFame permanently attractive for visitors – and, of course, for our exhibitors. The content is tailored to the needs of the retail trade.”

Hofmeister tells us that topics under discussion will include trademarks, testing procedures and certificates, marketing, social media and working successfully on Amazon. EroFame’s official website also suggests that there may be talks covering brand protection, SEO and global expansion. Each speaker will be given 30 minutes.

Wieland Hofmeister

Orion Wholesale in Hanover 2024

INTT Cosmetics’ spacious 2024 stand

Satisfyer’s 2024 stand

Alexander Giebel enjoying EroFame 2024

Amazing Amsterdam

Perhaps one of the real highlights of this year’s EroFame will be Amsterdam itself. Whether you’re visiting for the art and culture, the canals and architecture, or the coffee shops and De Wallen, the Dutch city has something to appeal to all tastes. With the exhibition running from Wednesday till Friday, the temptation to stay on into the weekend will be strong. You might want to take the chance to hire bicycles, go on a boat trip along the canals past the historic merchants’ houses, or take part in Amsterdame Bos parkrun on Saturday morning.

If you can spare the time, the Rijksmuseum houses Rembrandt’s The Night Watch, Vermeer’s Woman Reading a Letter, and more than 2,000 other paintings (alongside a few thousand other objects). The longest street market in Europe – the Albert Cuyp Market – is also not far from the exhibition centre. And of course De Wallen, Amsterdam’s legendary red light district, seems like a suitable tourist destination for erotic-industry-fair delegates! (It’s vibrant, relatively safe and hugely popular with visitors to the city.)

Official EroFame entertainment is alleged to include a canal cruise (details had yet to emerge at the time of going to press), and also on Thursday night, there’ll be a beach party. Now, Amsterdam isn’t renowned for its coastal landscapes, but fortunately the RAI complex includes StrandZuid, an urban beach and party space, conveniently situated close to Hall 8!

2025 exhibitors

AAE Asia Adult Expo

Adloran GmbH

Aiomi

API Expo

Azmdoll

Bioconcept

Black Horses

Boys of Toys

CalExotics

Cobeco Pharma

CockOil Lube and Apparel Company

Creative Conceptions

Cyberskin

Dark Diamonds

Demoniq

Dermatest

Dusedo

E-Stim Systems

Lovehoney Group

Loviss Novelties

Mad Party Games

Medica-Group

Morningstar Pharma

MSX Distribution

Mystim

Nao Schmiedetechnik & Handel

Nilion Wholesale

Noir Handmade

NS Novelties

Nu Sensuelle

O-Products

Odeco

Olanska

One-DC

OneUp Innovations

Orgie

Earthly Body

EnigmaEclat

Eropartner Distribution

EXS Condom

FCC

Fleshlight

Full Circle

FUN FACTORY

Gayshop.com

Gisele

Goliate

HiSmith

Honey Play Box

Hot

Howl

Import Kareva

Intimate Distribution

Intimateline

Intt Cosmetics

JO

So… will EroFame Amsterdam be as good as Hanover? The organisers certainly think so. “The city with its canals, sights and clubs should definitely be explored,” says Hofmiester. “EroFame is, of course, where you will find the industry’s leading figures – an argument that should convince everyone to visit us!” (exhibitor

It’s Diva Time!

Jolt Diffusion

Kettenzauber24

Kiiroo

Kinkarso Tech

Ledapol

Leg Avenue

Liebe Seele

Lina Lind

Lingerie Group

Lockerroom Marketing

Orion Wholesale

O-Touch

Pasante Healthcare

pjur

Playboy Condoms

Prettylove

Pytes

RCC Wholesale

Red Fun

Renuova Massage

RFP Regnes Fetish Planet

Rimba

S-Linkey

Saint Sual

Satisfyer

Scala

Secret Play

Shots

Shunga Erotic Art

Simplex

ST Rubber

SZI Expo

Tantaly

Tenga

Thai Nippon Rubber

TOF Paris

Tonga

Transtumm

Viamax

Vinergy

XTRM

Social Intercourse: A shadowban-proof social media strategy

Following her feature in the May/June edition of ETO about working around social media algorithms, Maria Prendeville turns her attention to how adult B2B brands can build a smart, sustainable content strategy that converts user attention into tangible action.

I recently attended EroSpain in Barcelona, the adult industry trade show of all trade shows. One thing that came up time and again in my conversations was social media and its ever-pressing relevance, even in B2B. While manufacturers, wholesalers, distributors and tech partners might require a whole other level of marketing, we are all humans at the end of the day, scrolling on our sofas, locked in on the Tube platform, distracting ourselves while in the doctor’s waiting room.

In this article, I explore how B2B adult industry brands can build a smart, sustainable content strategy that grows reach, builds community, and converts attention into action without burning out or bowing to censorship.

I spoke to three social media experts working in community and sex-positive spaces: strategist Jess Bruno, community manager Danielle Conlon, and founder Sanja Zündorf. Their varying insights reveal how to show up powerfully, be it posting every day or building a schedule that works exactly for you and your team, even when the algorithm isn’t on your side.

Make the funnel work

One of the biggest traps adult brands fall into is inconsistent posting. A meme here, a product shot there, with no real structure guiding the content. Jess Bruno, social media strategist and founder of Instagram accounts @growwithjessbruno and @netwerking_, helps “small biz babes” show up unapologetically with strategy-led content. Her go-to method? The “Attract, Warm, Convert” funnel.

“So many brands try to create content that does everything at once,” she explains. “But if you’re not clear about what you want each post to do, it becomes overwhelming and messy.”

Here’s the funnel breakdown:

● Attract (Monday): This content brings new people on to your page. Think memes, reactive trends, founder takes on industry news, and shareable insights. Jess recommends content that’s bold, funny, or quick to engage.

● Warm (Wednesday): Content that builds relationships with people already following you. Behind-the-scenes stories, brand values, spotlighting collaborators or creators you admire. This is where trust starts to form.

● Convert (Friday): The bottom of the funnel. Posts here have a clear CTA, whether that’s to book a call, visit a trade stand, or check out your new product line. “You have to tell people how to buy from you,” Jess says.

Jess encourages brands to think in weeks, not days. “That’s three posts a week that work together,” she adds. “You’re consistent, strategic, and not burning out.”

Don’t water it down

Danielle Conlon is a freelance social media and community strategist working with women’s health start-ups and has a Substack newsletter called Kiss and Tell. She knows how disheartening it can be for brands that are doing everything right, but still not being seen. “There’s so much fearmongering and misinformation online,” she says. “And the people trying to share important, science-backed information are barely getting 100 likes.”

She highlights the danger of over-censoring in an attempt to please the algorithm. “Trying to water everything down just makes your content boring and inaccessible. It feels ridiculous sometimes, the way you have to bend over backwards to say something simple about periods or hormones.”

Instead, Danielle advises brands to take a stand and amplify that stand through partnerships. “You don’t have to do it all yourself. Work with trusted creators and influencers, healthcare providers, or institutions like the NHS. They’re seen as legitimate by platforms and can boost your reach. You get your message out there without being the sole voice battling the algorithm.”

Jess Bruno

Focus and go deep

In the face of shadowbanning, many brands consider platform-hopping. But Danielle is clear: spreading yourself too thin doesn’t work. “I always say do one or two platforms really well, rather than try to be everywhere. Instagram, LinkedIn, e-mail, maybe X (formerly Twitter); those are solid. But to stop posting altogether because you’re scared of shadowbanning? That’s not the answer, either. E-mail might be great, but if you’re not on social media, you’re potentially missing half your audience. It’s about balance. Own your content, but also show up where people are.”

Jess Bruno agrees, and reminds brands that what works for B2C can work for B2B too. “Just because you’re not selling directly to consumers doesn’t mean your audience isn’t on Instagram at night scrolling for ideas. People still buy from people.”

A consistent schedule

Every brand dreams of going viral. But Jess and Danielle agree: it’s not the goal. “Virality might give you a temporary boost,” Danielle says, “but consistency builds trust. That’s what grows your reach long-term.”

Jess adds: “It’s a myth that you need thousands of followers to convert. Some of my clients get DMs and leads from posts that get 200 views. If your content hits the right person, that’s success.” The secret? Show up regularly with content that reflects your values, your mission, and your people. That’s what builds community.

Be bold, be specific

Sanja Zündorf is the founder of Entzük Dich Selbst (IG @entzueckdichselbst), a German pillow-humping saddle brand that exploded in popularity after she committed to posting on Instagram daily for more than a year (one reel per day every day, along with

carousels and memes on top of that). Her secret to growth wasn’t paid ads or a celebrity shoutout, it was speaking boldly to a very specific niche.

At the beginning, she wanted every post to be perfect. But then she got sick and had no energy to film, so she started posting older videos. One of her “sickbed” reels went viral and was one of her first hits. That was a turning point: she realised the priority was to post, not to obsess over quality. “In 10 days, no one’s going to see it again,” she says, referring to the short lifespan of most content on the algorithm. She also encourages businesses not to worry about repeating their message; no one is watching your profile closely enough to notice.

Sanja’s content structure includes:

● One reel every day (with a mix of educational, how-to, and talking-head videos that provide value and bring in the most followers).

● Two carousel posts per week (often featuring audience replies).

● One meme post per week.

On Tuesdays, she batch-films content for the week. She then uses a scheduler to ensure posts are published each day at 18.30. She spends time replying to comments after posting.

Sanja’s changed the age restriction on her Instagram account from 12 to 16+ to protect herself from being flagged. Although Instagram technically allows users as young as 12, she takes steps to make sure her content is seen as educational. She’s also careful with her language: for example, instead of “sex,” she might say “smeggs”, and she mutes herself when saying words that might flag the algorithm. She also uses emojis such as corn for porn or cherries for boobs.

Sanja’s feed is full of relatable videos, memes, and humorous content. By leaning into her niche and destigmatising a taboo pleasure practice, she’s turned

a censored concept into a joyful, judgement-free experience. “You have to have a sense of humour,” she says. “People connect with realness. That’s how you grow.”

Talk aboutthe censorship

The meta approach works: that is, content that actually talks about the challenge of being a censored brand.

Jess suggests memes or storytelling posts that lift the curtain: “Show what it’s like behind the scenes. If your post about sex ed got flagged again, say it. People want to know. It builds loyalty.” Danielle adds: “We had a post go viral about a political issue in healthcare, and it got reported, even though it wasn’t inappropriate. We challenged TikTok, and they reinstated it. So making a stand does work sometimes.” She continues: “Even if the post gets taken down, at least you said something real. That’s what people remember.”

Don’t forget the comments

Censorship doesn’t always show up in content removals. Sometimes it’s in what stays visible. “We’re not talking enough about comment moderation,” Danielle says. “Your post might survive, but the comments can be full of misogynistic, racist or transphobic rubbish. That’s a whole other issue we’re not talking about enough.”

For B2B brands, especially, comment sections are part of your customer experience. Take time to reply to offensive comments, block trolls, and protect your space. Or turn these into hilarious, meme-worthy experiences!

Show up like a human

At the end of the day, every B2B brand is made up of people. And social media is still social. Whether you’re a manufacturer, distributor, or creative partner, your clients are online, scrolling, and want that connection. Show up like a human. Use your voice. Tell the truth about your work. Share your challenges. Celebrate your team.

The more real you are, the more memorable you become. Especially in this time of robot-writing and second-guessing who actually wrote the post! Put your face out there and have chats with your followers in the comments to build a truly authentic brand that people won’t forget anytime soon.

Do you have any content strategy success stories? Let us know at editorial@erotictradeonly.com. And don’t forget to follow us on IG at @etomagazine

Danielle Conlon

Sanja Zündorf

Shoplifting: the crime that never stops taking

Theft from stores – whether via customers or rogue employees – is an ongoing problem. Adam Bernstein takes a look at what retailers can do to get on top of the situation.

Retail theft – shoplifting – is a scourge on the sector. With countless stories in the media detailing how theft is sometimes opportunist, sometimes to order, but always at the expense of the retailer, the subject is a hot topic.

Statistics

In the UK, ONS data released at the end of January 2024 showed there were 402,482 shoplifting offences in the year to September 2023, up from 304,459 the previous year.

And in Europe, the problem isn’t much better, as a December 2024 report from Europe Data notes. Specifically looking at Denmark, it found that “a ‘shift in legal morality’ has led to wider acceptance of shoplifting in Denmark… with one in 10 believing that shoplifting can be justified in specific circumstances.”

As for cost, Titan Security Europe, a provider of security guards and services across the UK and Europe, has commented that: “In Europe, a study by the European Alliance for Safe Retail (EARS) found that

the cost of retail crime in the European Union increased by 13% in 2022, to €16.6 billion. This is the highest figure since the study began in 2015.”

So what can retailers do?

Police advice

The British website police.uk offers some sage advice, noting that there are six key steps that can be taken in order to reduce the threat.

The first is to meet and greet customers, as this shows that staff are paying attention to those that enter.

Second comes crime mapping, where data is captured on what is stolen and from where in the store, with security in those areas improved. Where items cannot be seen, the advice is to consider placing more staff in those areas or to display items elsewhere.

Next is the electronic tagging of often-stolen or valuable items.

Fourth is keeping a tidy shop, with clear lines of visibility (and wide aisles, where possible) to make it difficult for shoplifting to go unnoticed.

The last two are intertwined and suggest having enough staff to deter the casual thief, while only taking action to stop a shoplifter if it’s safe to do so.

Technical solutions

Apart from the advice above, at the simplest of levels, David Kearns, managing director of private investigation agency Expert Investigations, says that cost-effective tools such as strategically placed mirrors and signage and the relocation of higher value product “should be used alongside newer technologies”. But then come technical solutions.

Cameras

Cameras are an obvious solution: few thieves want to be recorded as they steal. The mere presence of CCTV in retail and around premises can protect against a variety of threats and may also deter employee theft and shoplifters while providing evidence.

There are two main types of camera: dome and turret. Safeguard Systems, a provider of business security

systems including CCTV, alarms and monitoring, says that: “Dome cameras are perfect for shopping centres and are more vandal-proof than turret cameras; they can withstand the elements and attempts at physical damage due to their destruction-proof plastic or glass domes.” But in contrast, the company adds: “Turret cameras excel in indoor spaces with more adjustable viewing angles and better-quality video and image capturing. Turret cameras are also great outside, too.” Overall, turret cameras offer flexibility during installation as they can be mounted on a wall, ceiling, or a pole.

There are variants that can count people, or use thermal imaging to track, recognise faces, and read and store numberplates (ANPR).

In a retail environment, Safeguard Systems recommends a mix of PTZ, bullet, turret, dome and even ANPR cameras.

But it is the roll-out of AI that has taken the world by storm. David Kearns reckons that AI “will be a major tool in preventing and disrupting shoplifting and internal theft; it can now monitor the movements and activities of shoppers and identify what is suspicious and alert staff to the activity”. Similarly, smart CCTV can do the same – as well as profiling individuals.

Tagging

The physical tagging of products is another option, especially where items are small and high value. However, as Miles Thomas, managing director of TagMax, a supplier of security tagging systems, notes, risks come not only from the public, but also from staff: “Whether that’s by a member of staff stealing directly, or that individual helping others to steal – this in the trade is called ‘sweethearting’.”

While his raison d'être is to offer tagging systems, he says that they “are only as good as the staff operating [them]” – a reference to “sweethearting” above. That said, he knows that while many retailers are now using tagging systems as a deterrent, “There is an issue on the manufacturers’ side: it’s very difficult to protect some products due to the design of them.” Even so, if he were to recommend a tagging system, he would opt for an acoustic magnetic (AM) system because he feels they are the most reliable. He would have every significant product on the shop floor hard-tagged with a reusable tag, while for other boxed merchandise, he would protect with an adhesive disposable label.

For the record, Thomas says that he avoids the alternative, RF tags – a system that uses electromagnetic fields to identify and track tags automatically. “It is an old technology that is easily

defeated; all you have to do is to put your hand around the tag. In addition, the size of the tag is very much dependent on the exit width.” RF systems are slightly cheaper, however.

But nothing is perfect, and Thomas warns that every tagging system can be defeated by a foil-lined bag: “Anyone who says different is lying.” However, he says that some businesses use other systems to look for quantities of metal such as those found in rogue de-taggers and foil-lined freezer bags.

And for smart “portable” products there are cable locks, but Thomas thinks they are visibly unattractive to retailers because they tend to be quite bulky and difficult for when customers try products.

Fogging

Another option is security fogging. Best described as “instant fog”, this responds in seconds to a staff member pressing a button, or an overnight protection system electronically triggering the same when a circuit on a door or window is broken, which then waits for a secondary sensor to prevent false positives. Neil Chrismas, sales and marketing director of Bandit UK Ltd, a provider of security fogging systems, tells how such systems can “instantly deliver a dense, visually impenetrable yet harmless fog” by heating a simple blend of glycol and water. He says that: “An average-sized shop, office or showroom of 140 cubic metres takes just five seconds to fill.”

Fogging systems are best used overnight, when the risk of break-in is higher. However, as Chrismas explains: “A daytime robbery deterrent is achieved by deploying a fog curtain between a thief and the employees and/or goods.” But regardless of when the system is activated, “the impenetrable fog means that valuable stock, equipment and other contents can be obscured from sight, thus protecting them from the possibility of theft or damage”.

It should be remembered that fogging is very different from any other form of theft protection and so staff must be trained in what to expect should it be deployed. This is because it disorients and impairs vision completely, as the goal is to create an unfamiliar space with no path to escape for would-be thieves.

Summary

It’s a fact of life that retail theft happens. But ultimately, shops need a layered approach of measures because professional thieves will make an assessment on entering the store, or from previously gained knowledge, of the risks they face.

Staunching losses within a business

Zachariah Islam, managing director of Region Security Guarding, specialists in guarding, dog-handling and CCTV monitoring, says that loss in commercial and industrial environments is more prevalent than many business owners might assume. “While retail settings often focus on shoplifting, industrial and commercial sectors face diverse risks that can lead to significant financial losses.” Typically, his firm sees crimes relating to external theft, which will most commonly involve trespassing and break-ins targeting valuable stock, machinery… and even fuel. He says that: “It’s not uncommon for organised crime groups to begin targeting businesses if they notice there’s a lack of effective security on-site.”

And then there’s employee-related theft, which will often target the removal of easy-to-conceal company property, most often items like products and electronics. But theft goes beyond the obvious “removal” of the physical. Employees can also “lose” items such as phones or laptops.

Islam thinks that it is surprisingly easy for employees to “lose” company property, and it may not always be accidental: “In workplaces with weaker security measures, items like laptops, phones, tools, or even sensitive documents, are at risk of disappearing without a trace.”

However, they’re certainly not the only thing that will get stolen. Islam identifies fuel as one of the larger “non-conventional” targets of theft. He also thinks low-value items are at high risk of loss, and are surprisingly common targets because “low-value items often go unnoticed when missing, which makes them an easy target”.

Islam also sees losses of inventory, particularly consumables that are easy to resell, as being more widespread than many business owners realise… or are willing to admit. As he comments: “Unlike high-value items that require tracking, small consumables – such as stock-in-trade materials, office supplies, or raw goods – can disappear unnoticed over time.”

Islam reckons that the risk of an insider working with someone outside the company is “one of the biggest and most difficult-to-detect security threats in commercial and industrial environments. Employees with access to sensitive information, valuable inventory, or restricted areas can significantly increase the impact of external theft or fraud”.

And he’s seen cases where warehouse employees have co-ordinated with external thieves to leave access points unsecured. Staff with knowledge of security systems have disabled alarms or CCTV at key moments; logistics workers have tipped off criminals about high-value shipments or weak security protocols, and office staff with financial access have leaked company banking details or conducted invoice fraud.

Contra Natura

R. Nova da Trindade

MYSTERY SHOPPER

LISBON

AfterrecentvoyageseasttoBratislavaandnorth(ish)toLondon,for thisissueourindustriousadventuressheadstoLisboninPortugal, wayoutwest.Thecountry’spopulationof10.7mwouldcallitLisboa, buthowwouldourMysteryShopperrateitsadultstores?

Boutique Luxúria

Av. Dom Vasco da Gama

Koisas Dadultos

Av.

Duque de Loulé

To my English eyes this large chain’s name reads as “against nature”, but an actual translation is... Against Nature. Which I have to admire. Plugs, a spanking paddle, cables and broken neon signage in the window set a mixed tone which was continued inside. Hanging cables didn’t compliment a cool exposed brick arch. The wildly pierced manageress was charming, funny and helpful, but lower, unlit shelves in a case of Satisfyer were too dark. While wood-effect slatwall was fine, damaged white walls and an uneven concrete floor that looked as if tiles had been removed both irked. A booth for watching films was signed “10 Minutes Only! No Smoking! No Pissing!” which I guess is reassuring, but a lack of music hurt the atmosphere as I browsed €54.99 Lovely Thinkings bondage cuffs, a hanging spotlight, DVDs with seemingly random prices (€15/€20/€29.50/ €33.50... good range, though), and Anais Apparel lingerie. Cottelli Collection, Obsessive and others made for another broad display of playwear, and toys – while a mishmash of manufacturers – also offered a lot of consumer choice, including King Cock double dildos and jewelled metal plugs (M €29.50, L €34.50).

The huge step up to get in and out of the store challenged my short legs and I hated a second lacklustre window, too. A rough ‘n’ ready presentation certainly, but also a great location with a wide variety of stock means a three-out-of-five score for a shop with oodles of potential, but also ample room for improvement I’d love to see addressed.

My next stop was to the west, beyond the scaffoldingcovered Belém Tower. This store has a very pretty setting – when I visited, the lilac was in full blossom – and is hard to miss with a big “Sex Shop” graphic in the curtained window. A mix of earth tones – a wood-effect floor, white walls, wooden detailing, and low storage units below displays – helped to create a cool, relaxed and friendly atmosphere, which was enhanced by music and a manageress whose English was better than mine.

€74.90 Fetish Fantasy Series door restraint kit, €54.90 Cutie heart-shaped toys in blue and pink from Satisfyer, and a €99.90 “Cumera” masturbator from Engily Ross (very gadgety) all drew my attention. Kinky by Leg Avenue, lots of Obsessive and Chilirose, plus Penthouse and other lingerie and playwear impressed, and I even liked a spread of novelties shown below them. Lots of strap-ons and a “Body Plate” harness for dildos with a suction base, €19.90 boxed Intense plugs, and some subtle patterned wallpaper made my notes. A handy pouf to perch on, easy access from the tram network, and white shelving all got the thumbs-up, while a vacuum cleaner parked in a curtained dressing booth corner gets a thumb down.

While displays were more utilitarian than triumphs of the merchandisers’ art, I appreciated the tidiness, logical grouping of toy types, and general laid-back vibe. I left with a skip in my step and that’s always a plus – when it’s not due to a sense of having escaped. In a word: Nice.

An example of the biggest adult store chain in Portugal (according to the window), I found this store on a busy road into the middle of town. It’s multi-level, but not multi-storey, so I needed to watch my step while browsing as opportunities to drop 40cm or so off an edge kept presenting themselves. Red-fabric-covered steps were in place to make transitions easier, but every time a mirror caught my attention – and there were many mirrors – I had to force my focus back to not dropping over an edge. Stockwise I saw LELO, We-Vibe and Womanizer by the till in a good display, and noted €51.50 Svenjoyment male lingerie, a €202 Hot Lucy sex doll, a black velvet seat for retail downtime, Bad Kitty bondage lines, €74.10-ish Master Series “Spread ‘Em” pussy clamp thingy, bunny ears, and a Master Series Double Decker dual dildo for something like €53.17. I noticed lots of quite strange prices, suggesting a fractional discount had been applied. A lack of music pushed things towards three stars, as atmosphere was certainly lacking, but a good manageress bumps the score back up – just. Chilirose, Zado, Noir Handmade lines, a Dorcel pink double-ender and more King Cock dildos all made themselves noticed. As did a tempting Noir Handmade “exposed breasts” dress. Some quirky stock, spacious but not gappy presentation, those odd prices, more mirrors than is strictly necessary, and woodish slatwall on white (red at the shop’s rear) walls all stuck in my mind. As did: “Mind Your Step.”

Cabo da Roca is the westernmost point of mainland Europe and Lisbon is just 30km to the east. For westernmost European capital cities, only Iceland’s Reykjavik ranks higher on the list. I’ve also seen Lisbon described as Europe’s most southerly capital, but Athens is actually a little closer to the equator. Lisbon is definitely picturesque, bustling, historic, and well served by sex shops – I had a hitlist of nine, with further options a little further from town. The population of around 570,000 enjoys a wealth of landmarks: The Belém Tower, Lisbon Cathedral, the magnificent Monument of the Discoveries and Rua Augusta Arch. To say nothing of fibreglass cows in shop doorways, hills, trams and the world’s oldest traffic sign, allegedly. The Tagus

Audácia R. Passos Manuel

Contra Natura Rua dos Correeiros

I located this store on a fairly quiet residential street and at first it had the look of a fancy dress shop about it. However, a closer look at the window showed the bridal outfit in it would raise eyebrows at an actual wedding, and the colourful dress beside it was more In Da Club than suited to a tea dance. I also noticed fluffy tail plugs and metal cuffs... Inside a music channel was on a TV, and the walls and floor were cream, which pushes attention back on to the stock. €85 sparkly thigh boots, lots of Toyz4Lovers lines (an Italian brand I saw in several other Lisbon stores), body harnesses for him and her around €59.50 (lots of options), a €101.50 chemise – picture a delicate, silken, long shirt-with-abelt that a Hollywood siren of the 1940s might lounge about in over her underwear – a whole panel of strap-on and pegging lines, and 50 Shades toys all passed before my eyes. A glass case highlighted a contradictive feature here: a lack of organisation resulted in quite a fun browsing experience owing to the mixed brands, toy categories, and packaging styles. Not great if you’re shopping in a hurry and just want to grab a whatever and run, but rewarding nonetheless. Pricing on the rear forces interaction, for good or bad. A high three-star store, pushed over the four-star line by helpfulness… which is why good staff can absolutely be the making of a shop. Something of a hotchpotch stock-wise, but tidy and with a “good energy”, I felt. Promoted as a Sexy Shop rather than a Sex Shop, I felt this store delivered.

river, a handsome castle, several historic viewpoints, and “The Sexiest WC on Earth” make for a memorable mysteryshopping destination. That latter feature was actually something of a solo-visit disappointment; I should’ve brought a friend with me to Portugal. Exceptional and inspiring.

Deep in the tourist trap of the old town, close to the famous Santa Justa lift, surrounded by pedestrianised streets full of alfresco diners, I wanted to be blown away by this shop. Perhaps the setting raised expectations, but the poor windows reset them.

Lovetoy vibes, “Pump Up” pumps, €54.50 red-packaged dildos (Rampage brand? Something like that. The humidity had got to me by this stage!), more Satisfyer, Toyz4Lovers, Anais Apparel boxed lingerie, music drifting in through the door, and a helpful manageress added a bit of sparkle. The grey stone-effect flooring, grey slatwall, and probably grey ceilings (I don’t remember the ceiling and didn’t note anything about it) swung the pendulum– well, not really back, but they didn’t add much sparkle of their own.

A “No Cabins” sign on a standee blocking a rear area, DVDs in a range of prices including €32, an erotic golf club (quite a novelty item for a short tap-in), novelties by the door, Unfaithful Wife doll, a €22.50 pink ball gag, plus Cottelli, Angels Never Sin and Obsessive boxed lingerie completed my tour.

My notes say “very average” and while that’s no great praise, it’s no insult either. It just means the store isn’t outstanding in any areas, either in a positive way (no awesome wig display, remarkable lighting, or bargain prices) or a negative one (eg an uninterested manager, or dangerous steps). Instead, “mixed offerings, not bland, but not dynamic”, to quote my notes. Also, this store is only about 300m from another (better?) Contra Natura. Hmm.

An impressive shopping experience.

Ticks almost all of the right boxes.

Lacking some vital elements. Memorable for the wrong reasons.

SHOPTALK: RENÉEDENYER

RenéeDenyer,customerengagementmanageratthemulti-award-winning Sh!Women’sStoreinLondonhasalaughwithagroupofgraduates,listens andlearnsalotatanintersexdiscussion,andrestockstheshopwith1,000 bottlesoflube.Sheneedsaglassofwineandaliedown!

For more than 75 years, Tavistock Relationships has been helping people to navigate romantic relationships. Founded in 1948, TR has become a global hub for clinical excellence, research and training – and the team don’t just talk the talk: they train the talkers. Their accredited programmes in counselling, psychotherapy and psychosexual therapy shape the next generation of therapists. Each year, I’m invited to give a talk to their soon-to-be graduates – or, as Bob the Therapist puts it: “You’re the climax of the course!” It’s not Bob’s first time with me; he’s an experienced therapist but says he may as well “refresh his knowledge”. Between you and me, I think he wants to enjoy some light refreshments while fondling sex toys. Fair play, Bob! The talk goes as well as it can on a sunny Saturday afternoon with oodles of sex toys, wine and strawberries. The room is hot, and the atmosphere is as buzzy as the vibrators I pass around. The gents giggle when I bring out my vulva puppet but gamely insert fingers to feel for the G-Spot (a gay guest says it’s the first time he’s ever had his fingers inside a vagina). There is much hooting when I accidentally squirt lube on a female therapist, and the afternoon is likened to a stag do. It’s a great workday, but I need a glass of wine and a lie down when it ends.

An emotional afternoon

The next morning, I’m up at 5.30am, off to Birmingham for a session with Interconnected UK, an organisation supporting people with intersex traits or variations of sex characteristics. Intersex is an umbrella term for people who are born with physical sex characteristics that don’t fit typical definitions of male or female.

The lovely Annette, the chair of trustees, had explained to me that intersex people don’t want to hear about the body parts they lack – they want to talk about the parts they have. This is an important point and something I kept in mind while doing my homework. However, during the session, it soon becomes clear that having a good understanding of human biology is not equal to understanding the psychological and emotional effects of being intersex. There are around 40 recognised variations of intersex traits. With 20 guests in the room, an educated guess would be that there is a real possibility of 20 variations. One size does not fit all. One guest wants to learn about the G-Spot, as she has one, whereas another doesn’t, because they don’t. A third guest pulls up his sleeve and shows his scars. The skin has been grafted from his lower arm to create a phallus. He describes his genitals as “not-privates” as they have garnered so much attention over the years. So far, the new phallus offers more pain than pleasure, and he wants advice on pain management.

The discussion shows that the majority of the guests don’t have words or names for their genitalia and are vehemently against anything that sounds cute or pretty, as that is not how they see their parts. One guest says they sometimes use “cunt” or “hole” as they take power from the crudeness.

A couple of days after the event, an evaluation drops into my inbox, and it leaves me feeling tearful.

“Renée has almost two decades of experience in inclusive sexual education. She brought humour, honesty and a no-pressure approach to a topic many of us have spent years avoiding or surviving. She did not assume. She did not lecture. And when she did not have an answer, she simply said so.

“It was the first time I have ever felt comfortable talking about sex in a group setting. We were all there with our private stories, shaped by different experiences and beliefs, but we met each other as equals. We did not have to be the same to be seen. Comparison, while natural, did not rule the room.

“Instead, we were invited to explore, ask questions and laugh. It felt like the kind of sex education we all deserved years ago, and the kind that still feels rare for people like us. Pleasure was not treated as optional or indulgent. It was treated as part of being human. I was able to see myself in a way I thought wasn’t possible.”

Tiny toys, big buzz

Me You Us’s Wild Pleasure Trunk and Wild Pleasure Ears were hits at both talks. These vibes are dinky and have pleasure potential whatever your genitals. WP toys are rechargeable and have 10 settings. At only £15 each, these cute buzzers are bargains.

Another toy that got lots of attention was Bloomgasm’s Throbbing Rose (£39), a newbie to the bouquet of pleasure. This rose is pretty, powerful, and it tap-tap-taps out rhythms on the clit and around the urethra, a technique particularly popular with squirters. The throbber offers 10 modes, and I predict it’ll be a huge hit this summer!

Slippery logisitics

Longtime Sh! friend B stops by to pick up some goodies. He’s in great spirits and cheerfully tells me about a recent bout of gonorrhoea. This minor inconvenience didn’t stop him from enjoying delightful times with an Italian stud, though – his collection of Sh! dildos came in very handy. (We’re doing the Lord’s work!)

Once B is gone, an unknown fella invites himself in and bounces up the stairs. “What do you sell?” he enquires, while eyeing the shelves of sex toys. I gather he’s heard rumours and wants to see for himself. After some back and forth, he tells me there’s a pallet waiting for me in the forecourt. My heart sinks. I know what this is: 1,000 (yep, one thousand) bottles of Sh! Pure Lube. I set about lugging heavy boxes up the stairs, somewhat concerned about suffering a heatstroke. Once again, I need a glass of wine and a lie down when I get home.

From squirted lube and strawberry-fuelled giggles to powerful, poignant conversations about pain, pleasure and identity, it’s been a week of extremes. I’ve laughed, lugged, learned, and listened. I may not have had all the answers, but I showed up with open ears, buzzing toys, and a bucket of lube. Sometimes, that’s a start. xx

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