ETO Magazine Summer Edition 2024

Welcome...

What were you doing 21 years ago? If you were me, you were dashing around collating editorial content for the very first issue of Erotic Trade Only, the magazine whose title was almost immediately shortened to ETO (we were busy people back then, we didn’t have time for formalities).

21 years on and I’m still doing that, but ETO is now reporting on a very different marketplace. The biggest industry event of the summer of 2003 was distributor ABS Holdings’ inaugural open day*, while in just the last couple of months we’ve had B2B shows in São Paulo, Shanghai, and Barcelona, and of course ANME is rushing towards us like Nasa’s Parker Solar Probe (currently orbiting the Sun at almost 400,000 mph).

You can read all about these events in this issue and the members of the ETO team who visited API Expo (Shanghai) and EroSpain (Barcelona) would like to publicly express their gratitude and thanks for the warm welcome they received.

Elsewhere in this issue we find out more about Womanizer’s past, present, and future, discover what Orion Wholesale has been up to recently, and Tabitha Rayne revisits her hugely popular Social Intercourse series, starting with your nan’s favourite, the Facebook.

Also appearing in this issue is Ola Miedzynska, with a new column called SiliconE Valley which I’m sure you’ll find fascinating.

Until the autumn…

Dale Bradford - Editor

* And if you’re wondering what that was like, we revisit the 2004 edition in our Flashback sector.

The team...

Dale Bradford - Editor editorial@erotictradeonly.com

Paul Smith - Features Editor paul@erotictradeonly.com

Lynne Porter - Advertising Manager advertising@erotictradeonly.com

Lesley Hunt – Operations Manager lesley@erotictradeonly.com

Karl Jenkins – Graphic Designer karl@erotictradeonly.com

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

Jason Dante - Managing Director jason@erotictradeonly.com

Inside this issue...

04 All Around The World

Snippets of some of the stories we’ve been reporting on over the last month or so. You can find the full versions at www.erotictradeonly.com

06 Movers & Shakers

A roundup of recent industry hires.

07 Events

What’s on when.

08 EroSpain 2024

If you didn’t make it to the beautiful city of Barcelona in June, Paul Smith takes you through some of the highlights.

12 Summer lovin’

Here comes summer! Will you be walking on sunshine all summer long?

16 10 years of Womanizer

Dale Bradford discusses Womanizer’s past, present, and future with Binh-An Dang, Womanizer’s director of Global B2B.

20 Spotlight: Orion Wholesale

There’s always something new at Orion Wholesale, as Paul Smith discovered from Björn Radcke, head of sales and marketing (B2B) at the company.

24 ANME preview

The Adult Novelty Manufacturers Expo – takes place at the Los Angeles Marriott Burbank Airport Hotel from 15th to 17th July 2024, and Dale Bradford explains why you might want to be there.

28 Social Intercourse revisited: Facebook

Tabitha Rayne kicks off her updated series of ‘social media for the adult biz’ articles by exploring the opportunities that Facebook can offer.

32 API Expo 2024

April saw the city of Shanghai host one of the most spectacular events in the adult product industry - the API Expo 2024.

34 Country Focus: Spain

Spain might be best known for its culture, food, football, and sun-kissed beaches but it also now has a thriving erotic sector, as Ubal Araque explains…

38 Mystery Shopper - Barcelona

This month’s Mystery Shopper complements the article on Spain’s erotic sector on page 34 by taking a close look at five of Barcelona’s sexiest stores…

40 Intimi Expo report

The 10th Íntimi Expo took place in São Paulo, Brazil, in March and it marked the occasion by setting a number of new records.

42 In Brief

In the fast-moving world of pleasure products, it can be easy to lose track of who’s launching what, so here’s a brief recap of some of the most exciting recent releases.

50 B2B: how one sale can lead to a lifetime of revenue

How much are your customers worth to you? The answer could be a lot more than you think, as Adam Bernstein explains.

52 & 54 Shop Talk

Renee Denyer reports on her time at WeWork with frisky lesbians, working with Tenga for Uni, the power of ON, and her troubles with Amazon while Tracey Whitmore explains why she’s dumping some of her bestselling product ranges.

53 SiliconE Valley

Ola Miedzynska explores sextech and how brands can capture Gen Z’s interest by introducing gamified pleasure into their e-commerce offering.

56 The Long Read: Publicity Rules

In another exclusive extract from his book, From Sex Shops To Supermarkets: How Adult Toys Became A Multi-BillionPound Industry, Dale Bradford discusses the power of PR…

62 Flashback: Summer 2004

Revisiting the big event of the summer of 2004, the ABS Holdings Open Day.

64 Top 10 Best Sellers

65 Directory

66 Readers Lives

María Pérez Muñiz, head of sales EMEA, for LELO explains how she came to role-play as a winery owner’s daughter.

All Around The World

Vancouver, Canada

Distributor Sexy Living offers its customers a selection of Oxballs and hünkyjunk product and it is now carrying Oxlube too, including 8.5 fl oz/250ml, 4.4 fl oz/130 ml and .4 fl oz/4 ml singlets.

An Oxballs spokesperson said: “We made lube that has the feel, the cling, the flow our Oxballers crave–and all our Oxlube formulas are compatible with all Oxballs toys, no matter the material: that’s right: even Oxlube Pure Silicone formula is safe to use with all Oxballs platinum silicone toys.”

California, USA

Distributor Nalpac is now carrying XR Brands’ top-selling lines, including the Master Series fetish collection, and new releases from brands like Creature Cocks, Shegasm, BANG!, Size Matters, and Bedroom Bliss.

“XR Brands’ product assortment caters to consumer trends and tried-and-true bestsellers, making it a pillar brand for retailers,” said Phoebe Grott, Nalpac’s director of marketing and strategic partnerships. “The team at Nalpac is looking forward to collaborating with the XR team to support sales with product training and promotions.”

New York, USA

Retailer Romantic Depot was thrust into the media spotlight in April after capitalising on a visit to a neighbouring store by former President Donald Trump. Fox News was covering Trump’s visit to the convenience store, located 30 feet away from Romantic Depot’s Manhattan location, when employees held up a 15-foot banner emblazoned with the words “TRUMP DILDOS ON SALE NOW!”.

Although Fox News mentioned the incident it did not air the footage. However, Jimmy Kimmel, eponymous host of Jimmy Kimmel Live, subsequently did and the store benefited from a significant increase in foot traffic and online engagement.

New York, USA

Matchmaker massage candles from pheromone perfume brand Eye of Love starred at the launch party of Patti Stanger’s new TV show, Patti Stanger: The Matchmaker, which was held by television network CW and Cosmopolitan in New York in April.

Jacqui Rubinoff, vice president and owner at Eye of Love, added: “We are happy to see The Matchmaker line coming into a well-deserved spotlight, bringing together people and helping them discover and experience the power of pheromones by themselves.”

Houston, USA

Aneros is rolling out a three-month long global marketing campaign designed to inform consumers about the brand and its history. Over the three-months, the campaign will focus on who Aneros is as a brand and company, what the company is to consumers with reviews and experiences, and what’s in store for the future. It will also provide information on how Aneros differentiates itself from other brands as well as its overall mission, goals, and business practices in the sexual health and wellness world.

New York, USA

Dame has acquired Emojibator, and its CEO, Al Fine, will now oversee both brands, while Emojibator’s founder, Joe Vela, remains involved, transitioning into a role within Dame as director of sales Americas.

Emojibator is known for its humorous approach to sexual wellness, an example being its eggplant emoji vibrator, and Dame believes that by embracing humour, quality design, and an accessible price point, Emojibator has made it easier for individuals of all backgrounds to engage in open conversations about masturbation and sex.

London, England

LELO partnered with London-based Great Beyond Brewing Company to launch a new limited-edition craft beer called The Masturbitter, after its research revealed that although 46% of British men have used a sex toy, 59% would not admit it to their male friends, as they were uncomfortable discussing intimate topics with them.

It was hoped that the launch of the new beer would encourage more open and honest conversations around male pleasure – as the research suggested that if men were to talk about such matters, many would choose to do so ‘over a pint’.

Whyteleafe, England

The marketing team of UK retail chain Ann Summers embraced April Fool’s Day this year, with its Instagram page introducing ‘a new way to spread’ – a limited edition Marmite Kissable Massage Oil.

The post read: “At Ann Summers, we’ve always known we divide opinion. Do you know what else gets people’s knickers in a twist? Marmite. Made for the lovers, lube up and enjoy deep, umami flavours. Whether it’s your first time or you’re highly experienced in the bread-room, this will be sure to elevate every sense.”

Berlin, Germany

Over 50 team members from Lovehoney’s Bath and Berlin offices united for two days for the company’s first-ever Hackathon event. The initiative aimed to deepen the culture of collaboration and innovation within the company, engaging participants in a variety of challenges spanning AI & Automation, Data, and Digital Product development.

“The Hackathon was a resounding success, marked by the development of over 4,500 lines of code and the consumption of more than 200 litres of caffeine, fuelling the creation of 13 innovative hacks,” said a Lovehoney spokesperson.

Malaga, Spain

Another B2B event will be joining the industry calendar in 2025, with EroFame Malaga running from 8th – 10th April in the Spanish city. There are expected to be 75 stands of varying sizes, with seven of the largest occupying the centre of the hall. On the floorplan ETO has seen, five of these are earmarked for Dreamlove, Orion, Pjur, Scala, and ST Rubber.

Organisers Mediatainment are guaranteeing ‘a great atmosphere, fair prices, party and entertainment at its best, and strong PR in the trade press’.

Berlin, Germany

Womanizer played a starring role in an episode of the Netflix reality series Risqué Business. The programme features Korean hosts Shin Dongyoup and Sung Si-kyung exploring different areas of the adult entertainment industry, and for this episode they were invited to Womanizer HQ in Berlin for the Next launch party.

The pair were introduced to the Womanizer product portfolio and learned from Womanizer’s in-house experts about clitoral stimulation, the stigma around female masturbation, and how products get tested before coming to the market.

Tokyo, Japan

Following the launch of the Tenga Uni, the company’s first unisex pleasure product, Tenga launched a promotion which saw it give away free samples to university events and gatherings all around the world. The promotion – called The Tenga Uni University Tour – was designed to raise awareness of the importance of pleasure for all.

Any student or university could apply if they were holding a mixer, club night, or sexual health and wellness event. Tenga Uni samples were on offer as well as branded merch.

Movers and Shakers

Ann Summers has announced that Kristina Moln-Page has been promoted to finance director, succeeding CFO John Boyle, who is retiring after spending the last 11 years with the business.

Kristina’s previous role was financial controller, and she will be joining the Ann Summers’ board of directors on 1st July 2024, where she will lead its finance and business risk functions, reporting to CEO Maria Hollins.

Creative Conceptions has appointed Bradley Taylor as its new head of global sales. A familiar face to many in the industry, Taylor started his sales career at Creative Conceptions in 2013, spending four years with the company. He went on to become an international sales manager for two other industry firms before moving to a position out of the pleasure products sector.

“We’re thrilled to have Bradley onboard with us, bringing with him a wealth of industry knowledge and experience,” said a spokesperson for Creative Conceptions. “His arrival marks a key milestone for the business, and we’re excited for him to get acquainted with all of our fantastic customers.”

Taylor added: “After two refreshing and rewarding years out of the game, it’s time to return home. I’m absolutely delighted to be head of global sales at Creative Conceptions.”

Dreamlove Wholesale has appointed Laura Pacchioni to its sales team. Laura has a background in luxury item sales and hotel management in Spain, where she has worked for over a decade, and she is now a Dreamlove Wholesale account manager for Spain and Portugal.

“We are very happy to have Laura Pacchioni on our team and to be able to further intensify the market in Spain and Portugal,” said Mario Romero, CEO of Dreamlove.

Laura added: “I would personally like to thank Dreamlove for allowing me to be part of the best team in the leading distribution company in Southern Europe. I am very proud to be part of this industry. Dreamlove has the best brand portfolio, and I intend to make the company the market leader in Spain and Portugal.”

ElectraStim has appointed Charlotte Fowler to its sales team. Previously in the cyber security industry, Charlotte will be managing all aspects of customers’ accounts and will be available for store visits and product training on the complete ElectraStim range.

“Existing customers can expect to hear from Charlotte in the coming weeks as she gets to know our retail partners and processes,” said an ElectraStim spokesperson. “If there’s anything you need before then, feel free to drop her an email [charlotte@electrastim.com].”

Little Leaf Agency has appointed Nina Saini as its new chief operating officer. Nina has a background in marketing, strategic planning, business and operational management, and communications within the sexual wellness world, through her 20-year tenure as an industry consultant at her company MediaBitch, and as vice president at Concept to Consumer Collective,

“We are thrilled to welcome Nina to our Little Leaf Team,” said CEO and founder Kathryn Byberg. “Nina will take a driving seat in leading Little Leaf Agency forward as we continue to deliver exceptional results for our clients across the globe.”

Nina added: “I am delighted to join the talented and lovely Little Leaf team. To be part of a team that constantly strives to achieve results for clients from a place of understanding the business and understanding the challenges we face in the mainstream is nothing short of inspiring.”

Orion Wholesale has added Christophe Walmé to its sales team. Christophe has a decade of experience in the industry working for French companies, and he has recently joined Orion as key account manager.

“We are very pleased to have Christophe Walmé in our team and to be able to expand the French market even more intensively,” said Hans-Jürgen Bähr, chief product officer (CPO) and chief sales officer B2B (CSO) at Orion.

Christophe added: “I would like to thank Orion for allowing me to join this fantastic team and this successful company. I’m very proud to be a part of it. Orion has the finest portfolio of brands and I intend to make the company the market leader in France.”

Playharda Wholesale has appointed Beth Heron as its new accounts manager. In her new role she will be taking a lead with customer accounts and touching base at regular intervals to help build a smoother working relationship with customers.

“Beth is a friendly, bubbly and chatty character,” said Playharda director Daniel Miller. “We feel she will be a great addition to our team, putting her friendly face out there to help build closer working relationships with UK retailers and helping to showcase our growing ranges and brands.”

Beth added: “I look forward to getting to know the industry in more depth and am very excited to meet new people and build strong working relationships with UK retailers and business owners. Although new to the adult industry, I’ve always been intrigued by the industry and look forward to becoming more involved.”

EVENTS

Paul Smith reports back from the second EroSpain event, which was held at Barcelona’s giant in-town exhibition halls from 5th – 7th May… 2024

This was my first time at EroSpain and attendees who’d been to both told me it was significantly larger this year. There was certainly a lot to see. Creative Conceptions’ Lucy Robinson took a while to catch up with as the stand was a busy one. She told me: “The Unihorn’s have been amazing. We’ve two new additions coming – the Devil with a flappy tongue and the Cupid, with a wiggling heart-shaped nose, plus a mini-Unihorn as well. These do very well in countries with a bit more of a taboo around female pleasure. Sadly the mini-Unihorn has been pinched but I can show you the packaging!”

FYI, it’s about 2/3 the size of the regular models which might only push it upwards in cuteness. Beer Boobs followed. Classic party/stag-do stuff. New packaging for Monogamy coming too.

Less familiar to me was Nilion Wholesale from Vienna, which was showing Rude Rider, among other goodies. I’d seen them at an ETO Show years ago, but it was good to catch up with their primarily gay-market ranges of inexpensive ‘must have’ lines. That, plus gay DVDs, hoods, twisty insertables, and Slut, Bitch, Slave, and Daddy nipple clamps with chains. I’m told DILF is also coming.

Kaufman of Handy, based in Oslo, showed me the company’s automated stroker. I even got a VR demo, with a nice lady using one of those head massagers on my knee, which sync’d beautifully. The system can use AI to interpret any video and does its best to match the movement or will very closely mirror open-source-encoded video designed for automated toy replication. It can also be controlled over the ‘net, so great for cam-boys. Up to 600 strokes per minute apparently!

E-Stim Systems’ Wayne Allen said: “We’ve been talking about our launches here on social media, so I know you’ve already seen the 25mm Electro-Ring, which we’ve produced following consumer demand. 65mm is the other end of that range, and the spacers between them are our Stacker system. We’ve added a 30mm one of those to the existing 20mm versions.”

E-Stim’s other big launch was a three-contact tri-phase plug, allowing a dual-channel controller to electrify the plug’s sectors in pulses, to emulate an ‘in and out’ feeling. It can still be stripped to its component parts for cleaning.

Keeping with the electrical theme, ElectraStim’s Charlotte Fowler told me about the Tartarus plug, the company’s new quad-pole black rubber plug. She said: “The recessed base means you can use it with our 90-degree cables and it’s safe to sit on. It’s launching here with a retail price of £79.”

Andy Smith added: “Any combination of the four connections will give the user a different sensation and you can make it feel like it’s rotating by having the dual-channel controller working out-of-phase. It’s the only all-internal stimulator of that sort. It’s unique.”

On the MyStim stand I was shown new compact e-stim vibes, in bullet, micro-rabbit, kinda-cockshaped, and stylised-penis shapes by Silvana Heil – all about 10 cm long. 8-vibe and 5-e-stim programs on those. There was also a new lay-on e-stim with a polished black body and gold detailing, which made me think of fancy pianos.

Linda McLean of show-sponsor Shunga was delighted with the response to the company’s new mango and coconut additions to the popular strawberry and raspberry cornstarch dry massage powders. As ever, beautifully packaged and an ideal gift line.

Carly

Creative Conceptions’ Lucy Robinson

a multi-pronged attack

JesExtender/Male Edge, Nexus, Tony from Net 1on1, Rimba, a rotating doll on a seat, playwear, PVC and lingerie, inflatable cocks, Liebe, ladies in PVC and thigh boots, and much more passed before my eyes. I paused on the Bijoux Indiscrets’ Bubblegum range and noted more male lingerie lines than I’d say I’d been before at a show. G-Vibe’s packaging, Kiiroo, angel wings, Japanese market eight-vagina masturbator, strap-ons… Friday Bae’s minimal packaging lube lines seemed timely, and I liked LELO’s stand, although I didn’t catch anyone available for a chat.

Tenga had had a busy event and Gemma Izumi praised the show’s uplift over 2023’s inaugural one. I was shown Uni, the company’s first unisex product. Four differently textured rectangles can be used for him, her, and they, inverted, stretched, and otherwise deployed on the erogenous zone of your choice. It’s not immediately obvious how it’s used, but Tenga have videos available to retailers and I can see them selling well if backed-up with a little education, especially on a screen close by. I also loved the firm’s marshmallowlike soft-cased Puffy range of masturbators.

was showing the new Black on Black range (all the shiny bits of classic leather collars, cuffs, and other BDSM lines done in a satin black finish) and new counter display units for impulse purchase little flogger lines. New Pride ranges with a lot more colour and a female urethra insertable have been added to the firm’s offerings too.

On the Shots stand, I liked the new Fort Troff lines from Doc Johnson. There’s a lot of military-inspired looking lines, including a sex machine, fisting training kits, ball parachutes and weights, a silicone mitten for fisting, a magnetic-closing cock ring, etc. Very polished. The Kink range has been retired, with some of the lines reborn in black with purple, not red, as the Merci range, which looked great. Look out for the rechargeable nipple-clamps in a charging case.

Wicked Sensual Care’s brand ambassador Jessica Drake told me: “It’s a much bigger show this year. Really well put together. Great food, great turn-out…” She also ran me through the range, with Gel Plus – an anal relaxant line with no numbing – and a perimenopause, menopause, and beyond line called Simply Timeless. The four items in it have supportive ingredients especially chosen for older women’s biological needs.

Annika Scherer of Pipedream gave me a quick tour, which included the PDX range of Fuck Flasks – a very discreet masturbator line – and the relaunched JimmyJane brand. The standout here was the Hello Touch Pro, a great pair of rechargeable micro-vibes which can be used as finger-vibes. Perfect for travelling, it comes with a charging case and holder for finger use. Water-use powered cock pumps and Kitty, a doll ‘just chilling’ by the bar, amused too. Buttr’s two giant rubber fingers for DP, and chic cases of cuffs, blindfolds, gags and ties called The Locker Collection on the One-DC stand, plus O-Products’well, products, drew my eye. Crave jewellery which doubles-up as ‘the toy you always have with you’ looked great, and Dusedo’s glass case of horrors –stainless steel anal stretchers, urethra-insertable rings of prongs for stretching, cock/ball cages and more – made me mutter “medieval!” into my voice recorder, but in a good way. Its Brutus Extreme Power Engine 2.0 sex machine whirled away as I was shown cock cages with reversible rubber spikes.

Whoop-de-doo’s moon cups weren’t a revolution, but looked good and I really liked the new firm’s design ethos – and customisable vibes, while nearby Snail Vibe is being joined by a male version; the Evo.

Rouge

Tenga’s Gemma Izumi

Whoop-de-doo’s moon cups

Pipedream’s Annika Scherer with Kitty

Clara Morgane/CM Factory’s vibrating hairbrushes had textured backs to the heads, and Sonia Pinto explained they’re a safer alternative for ‘nostalgic masturbation’. Also good for countries with a dim view of women’s pleasure being for women, rather than their men. Retailing around €60, they’re in pink, black, and two other colours I’ll let you google for yourselves.

Star gazing

On the Svakom stand I met Hannes Hultman who showed me ‘the galaxy room’; a hollow part of the stand where I learned you can combine a toy charging dock with a mini starlight projector, to let anyone enjoying the product literally see stars. It’s one of those ideas that seems so obvious in retrospect that you wonder why they’ve not been on the market for ten years. They’ve patented the idea of combining the tech, but it feels like other manufacturers will explore the concept because, as I watched the purple lightshow behind a blackout curtain, I was transported. “It sets a really nice mood,” Hannes explained. Fun Factory’s Ride has a broad appeal, being multi-function/gender-neutral, while SecretDome’s varied enclosures for bukkake, groping, bondage/isolation, and even noisy sex (with padded, sound-absorbent walls and air-ducting) seemed an interesting collection.

The fetish puppies (three different accessory sets) from Prowler Red tickled me, then Rocks-Off showed me the Unite three-piece textured dilator set, part of an expanded sexual heath range. Its neutral packaging would be great for pharmacies.

Hismith’s alien (and monster, zombie, etc) dildos, going back and forth on sex machines, were emblematic of a theme I noted at the show; less than conventional dildos. Or, given the wild colours and designs, arguably more than conventional.

Giant dildos? The Strange & Wild Things range is for you!

Satisfyer’s Megwyn White told me: “We’ve several new toys, including ones which massage the labia, clit and perineal sponge, south of the vagina. This is the Heat Flex 4, and it really hits all the spots. A generation beyond the rabbit. An evolutionary upgrade. A super-rabbit!”

silicone-feel ‘two-in-one’ water-based lube and we’d a chat about the 100ml limit in hand-luggage rule about to change. Which means some larger lines are going to be ok to fly with again.

The new pink Doxy wands on the Eropartner stand were gorgeous and I was told the first year’s profits will go to a breast cancer charity. The firm’s new rechargeable large wand, seen in a similarly sparkly finish but in green, also looked amazing.

Hot Octopuss had very wise things to say about the issue with ‘sex-tech’; too many buttons to operate (arguably) too many features. Pulse Queen is the company’s new female adaptation of the Pulse, which had a wand-like thrumble.

I also saw good things from exhibitors such as Honey Play Box, Fleshlight, JO, Eropartner, Orgie, Stallion Steel, BathMate, and many others.

There were also launch parties and the EroSpain awards bash at Pacha across town of an evening but what I took away from the show was mostly a sense of satisfaction. Trade shows can be a mixed bag, but this one had a polished, self-assured, and professional vibe which gave it an appropriate business buzz.. To sum it up in two words: accomplished and recommended.

Claudia Saraceni of Cobeco Pharma had a new

Clara Morgane/CM Factory’s Sonia Pinto

Satisfyer’s Megwyn White

Dusedo’s glass case of horrors

Summer lovin’

Here comes summer! And Dale Bradford is here to ensure you will be walking on sunshine all summer long…

Months that begin with a J are typically the slowest for retail, although the adult sector obviously does not fear January the way some others do, as it forms part of the ‘holiday season’ that starts with Halloween and culminates in Valentine’s Day. But when it comes to June and July, unless your retail offering includes barbecues, beer, and beachwear, you’re going to have to be a bit creative to separate your customers from their cash. And first you’ve got to attract them.

If you’ve got a street-facing shop window, you might want to dress your mannequins in some of the sexier swimwear from lingerie brands such as Mapalé. Or you could just buy a couple of bags of sand and some brightly coloured buckets and spades and use this as a backdrop, with maybe a folding deckchair or two. Inside, imagine the impact an in-store tiki bar would have. And it could be used to serve customers complimentary cooling drinks while also showcasing your curated selection of sex toys for the summer. You don’t have to have one as elaborate as the bar CalExotics had on its ANME stand a couple of years ago – though that would be wonderful – as more modest offerings can be found on platforms such as Etsy for not much money at all, and it wouldn’t cost much to dress them up for the occasion. Coconuts, for instance, can be bought for a single euro/pound each and should last you all summer.

Your offering

Have you ever witnessed a sex toy springing into life while airport security is rummaging through someone’s bags? I’ve seen it happen twice, and both times the person concerned – along with others in

the queue – burst out laughing. But that was because most of us were on the same flight back from EroFame. Even the serious-faced security officers saw the funny side when someone quipped: “That could have happened to any one of us.”

But there are airports around the world where such a scenario would raise hackles rather than a smile, so a travel lock would be a good feature for the products you include in your summer sex toy selection. It basically means the user needs to press the ‘power’ button for a certain number of seconds before the toy turns on, so a casual touch or accidental bump won’t get the party started.

In addition to a travel lock, another desirable feature in a toy is silence – or as near as it’s possible to get. The benefits of a ‘whisper quiet’ toy will be abundantly clear to anyone who has booked a budget cabin on a cruise or stayed in an apartment where the walls appear to have been constructed from cardboard. It’s probably a good idea to select compact, genderneutral, and non-phallic toys for your display as there are some holiday destinations where a 7” veined cock and balls will cause offence or, at the very least, draw attention to the person bringing it into the country. And there are parts of the world where it is illegal to bring in any sex toys, and the airport security officers won’t be smiling if they discover one in your customer’s luggage.

You might want to include this advice on flyers for your customers to take away with them, along with suggesting they take a spare USB charger/lead and not to forget lube [though if flying, make sure any container is smaller than 100 ml].

Home for summer

Not all your customers will be jetting off around the world this summer. More and more people are now enjoying staycations. This originally meant holidaying in your own home, but the media annoyingly now uses the term very loosely to describe a vacation taken in the same country you reside in.

Drawing the attention of those who won’t be going anywhere to your big-ticket items could be a good idea. If they’re not having a holiday, surely they deserve to treat themselves in a different way? Present them with products that would be wonderful to receive as a gift but might normally be considered a little indulgent or hard to justify as a self-purchase: upmarket vibes, hi-tech masturbators, and sit-on sex machines. ‘Staying home this summer? Good choice! For the same price as a week in Magaluf you could have this fully automatic sex machine which you can enjoy all year round!’

There is a cost-of-living crisis though, and not everyone can flash the cash on a whim. Luckily there are many gift sets available for couples, particularly in the soft bondage area, which will cost them no more than a good night out. And those who have the luxury of a private garden could be encouraged to make their pleasuring an al fresco experience this year by investing in some waterproof sheeting.

Lotions and potions are always popular in the summer, and there are some fab new collections available, including the recently launched Bijoux Indiscrets Bubblegum Play Kit, a three-piece gift set of sweet, bubblegum-scented adult body products, including a warming massage oil, an intimate massage gel, and an oral sex lip gloss.

When it comes to sex toys, nothing says summer like the California Dreaming range from CalExotics – a collection of high-quality rabbit vibes inspired by iconic California locations. In addition to their evocative names, the products’ colours have also been chosen to mimic the California Beach sunsets, and this theme is carried through to the packaging too.

CalExotics made a range of summer-themed POS available to support the collection, including some eye-catching graphics of the vibes on the beach, which retailers can use – or at least use for inspiration – and last year it even produced a supplement dedicated to the collection.

Tell the world

Right, we’ve covered dressing the shop, curating a selection of products for both those holidaying abroad and those staycationing, that’s everything, isn’t it? It might have been at one time but now, more than ever, you’ve got to blow your own trumpet to get heard, especially on social media, which is probably the most cost-effective way to find new customers and remind your existing ones just how great you are. If you’re not a social media expert, and you don’t have the time to devote to becoming one, you’re probably best advised to hire someone to do the job for you. Influencers and TikTokers are not exactly hard to find – quite the opposite, in fact – and it’s just a case of choosing one you like who you can afford. Similarly, there are plenty of freelance industry copywriters who will be happy to generate compelling blog posts for you.

Alternatively, you could go down the pile-it-high, sell-it-cheap route and put together a ‘summer special’ of deals or just showcase an individual product each day, outlining its features and benefits and why it’s so suitable to use during a warm balmy evening.

And don’t forget to target the many people who won’t be engrossed in sport: the UEFA Euro 2024 football tournament will take place in Germany between 14th June and 14th July and the 2024 Summer Olympics will follow in France from 26th July to 11th August. Whatever you do this summer, I hope you make hay while the sun shines.

10 years of Womanizer

Womanizer is celebrating its first decade this year, and here Dale Bradford discusses its past, present, and future with Binh-An Dang, Womanizer’s director of Global B2B…

It’s fair to say that no other pleasure product released this century has had as big an impact as Womanizer. Not just on consumers, who swooned over its unique proposition, not just on the media, which threw open its metaphorical doors in welcome (particularly when a certain songstress became attached to the brand), but on the industry itself: Womanizer created a brand-new sex toy category in which every major manufacturer felt compelled to compete in.

The Womanizer story began when a Bavarian gentleman named Michael Lenke came across a report that suggested that women were less sexually satisfied than men. Now, the vast majority of men would probably shrug and move on to the next article. Some might mention it to their wives. Michael, however, took to his workshop and decided to do something about it – and it involved an old aquarium pump.

It should be pointed out that Michael was no stranger to solving practical problems with ingenuity, having previously created an earthquake warning system, a device to alleviate hayfever, and a method for

encouraging growth in dwarf household plants. Michael reasoned that alternating air pressure around the clitoris would deliver an orgasm every time, and his wife Brigitte was brought in to assess the effectiveness of his invention. Eventually he settled on a design that worked for her, and he then sought confirmation from a focus group: 50 women at his local swingers’ club. The story goes that 49 out of the 50 achieved orgasm within minutes, and thus a new product, a new brand, and a new sex toy category was born.

Seasoned industry folk may have noticed similarities in the above and the genesis of another ‘category creator’, the first dedicated couples’ toy, We-Vibe, which was brought to life by Canadian inventor Bruce Murison, with the help of his supportive wife, Melody.

Was Michael perhaps inspired by the Murisons? Binh-An Dang, Womanizer’s director of Global B2B, thinks not: “Each inventor’s journey and motivation are unique, shaped by their own experiences, research, and insights into addressing a particular need or problem in the market,” she says.

Brigitte & Michael Lenke

“Michael Lenke’s motivation for inventing the Womanizer stemmed from his awareness of the significant number of women facing difficulties reaching orgasm, as revealed in an American study,” she adds. “This issue was largely overlooked at the time, prompting Lenke to delve into the topic, consult with gynaecologists, and seek solutions. With his wife’s participation, he spent a year developing the Womanizer, a device designed for intense stimulation. This underscores the universal desire for fulfilling sexuality.”

First response

Michael took his new creation to a trade fair and the response was overwhelming. On the second day, there was apparently a queue of people at his booth. “Everyone was eager to provide feedback and experience the innovative offering firsthand,” Binh-An Dang says. “The product, along with its unique design, was completely novel, leaving no choice but for attendees to try it out and feel its impact. The reaction from the female testers was particularly striking: they

were left speechless, overwhelmed with enthusiasm.”

When Womanizer hit the market in 2014, it came with the claim that it could do what no other product had done before – deliver multiple orgasms without touching the clitoris. It was a remarkable statement for that time, and it’s fair to say there was a certain amount of scepticism within the industry surrounding it.

“Before the Womanizer’s introduction, many sex toys for women primarily focused on imitating penetrative sex,” says Binh-An Dang. “The concept of a toy that could induce orgasms by stimulating the clitoris represented a significant departure from traditional approaches to sexual stimulation and pleasure. Given this context, it’s reasonable to assume that there would have been initial doubts and cautious curiosity surrounding the Womanizer’s claims and functionality. However, as the product gained traction and positive reviews, it likely helped to dispel much of the scepticism and establish the Womanizer as a pioneering innovation in the sexual wellness industry.”

It certainly did, and Womanizer became a success in every market it was sold in, but perhaps Michael was happier being an inventor than a CEO, and in 2018 he sold the company to Johannes Plettenberg.

“Michael’s decision to sell the company to Johannes Plettenberg could be seen as a strategic move driven by his passion for invention and creativity,” says Binh-An Dang. “While Lenke excelled in innovating and bringing the Womanizer to life, he may have realised that he lacked the experience and resources needed to expand the business globally. In seeking a partner, he found in Johannes Plettenberg not only someone with the expertise in scaling companies but also a shared vision for the Womanizer’s potential. He and Plettenberg remain in close contact. While Lenke may not be involved in the day-to-day operations, he remains enthusiastic about the company’s progress and is always eager to follow new product launches and developments.”

Super models

Womanizer collectors – if there aren’t any yet, I’m sure there will be – might be surprised to discover that there have been 24 different Womanizer products released in the last ten years. Many are developments of previous models – there have been three Starlets, for instance – and when a new edition arrives it is common for its predecessor to be phased out and discontinued.

“This allows us to focus on promoting and improving the latest iterations, ensuring that users have access to the most advanced features and technologies available,” explains Binh-An Dang. “With each new product or second edition, Womanizer continuously strives to optimise the user experience, incorporating feedback, and advancements in technology. This dedication to improvement ensures that customers receive products that are not only innovative but also deliver enhanced satisfaction and functionality. By focusing on refinement and innovation, Womanizer remains at the forefront of the market, consistently providing users with top-notch products that meet their evolving needs and preferences.”

There are nine models in the current Womanizer catalogue: Starlet 3, Liberty 2, Classic 2, Wave, Eco, Premium 2, OG, Next, and Duo 2. With over half of the range being new incarnations of earlier models, it begs the question who mainly drives the demand for this constant development? Is it the manufacturer, the retailer, competition in the market, or the consumer?

“At Womanizer, we believe in placing a strong emphasis on consumer feedback and satisfaction,” says Binh-An Dang. “We have a robust tester panel of nearly 17,000 individuals worldwide, and we actively seek and value their input on our products. This feedback plays a crucial role in guiding our product development process, as we take consumer preferences and suggestions seriously.

Binh-An Dang Womanizer

“Moreover, with technology constantly advancing, we continuously evolve our products to meet changing consumer needs and expectations. By integrating cutting-edge technology and innovative features, we strive to enhance the user experience and stay ahead of the competition.

“Ultimately, our goal is to create products that resonate with consumers, address their desires, and surpass their expectations, thereby driving demand and ensuring customer satisfaction. We are proud to have a strong R&D team dedicated to pushing boundaries and setting new standards in technology and innovation.”

The lifespan of an individual model is not, however, determined solely by its sales, as Binh-An Dang explains: “Our approach to determining the longevity of a particular model in our catalogue can vary depending on several factors. While sales performance certainly plays a role in the decision-making process, we don’t solely rely on it.

“For standard models, there may not be a specific projection for how long they will remain in our catalogue. Instead, we continuously monitor market trends, consumer feedback, and technological advancements to assess whether a product is still relevant and meeting the needs of our customers. If a particular model continues to perform well and remains popular among consumers, we may keep it in our catalogue for an extended period. However, for limited edition or special collaboration models like our collaboration with the estate of Marilyn Monroe, there may be a predetermined timeframe for their availability.”

Every salesperson enjoys being able to offer the customer something new, particularly if it showcases the latest advances in technology, but there are other benefits in continually introducing new and updated models, according to Binh-An Dang: “Firstly, it’s about meeting the diverse needs of our customers. Pleasure is deeply personal, and everyone has unique preferences and desires. By continually introducing new models, we can cater to this diversity, ensuring that there’s something for everyone, whether it’s in terms of intensity, design, or functionality. It’s about reflecting changing trends and values.

“Staying competitive is another key factor. In the competitive pleasure product market, being industry pioneers is crucial. Introducing new and updated

models not only helps us stand out but also solidifies our position as leaders in the field. Moreover, introducing new models generates excitement and anticipation among consumers. It keeps our brand top of mind and encourages engagement with our products and brand community.

“Our approach to releasing new lines is dynamic and flexible. While we have a roadmap outlining potential releases, our schedule is primarily driven by the development process and feedback from our prototype testing and testing panels. We prioritise launching top-quality products, which means we don’t adhere to a predetermined calendar stretching several years into the future. Instead, we focus on ensuring that each product meets our high standards for innovation, functionality, and user experience before its launch. This approach allows us to respond effectively to consumer needs and market trends while maintaining our commitment to delivering top-notch pleasure products.”

Merge in turn

The 2018 merger between Womanizer and We-Vibe –resulting in WOW Tech – was seen as a clear indicator of a maturing industry, but apart from streamlining systems, management, and logistics, consolidating marketing and R&D costs, and sharing technology and IP, there were other benefits to the deal, according to Binh-An Dang: “One of the most tangible advantages of this merger was the synergy effects that emerged in product development. Products like Duo and Melt epitomised this synergy by combining the best elements of both brands into innovative offerings. Additionally, the merger enabled us to leverage our complementary footprints, with strong market presence in the US/CA (We-Vibe’s footprint) and EMEA (Womanizer’s footprint). This geographical advantage provided a broader reach and enhanced market penetration. Womanizer and We-Vibe were able to offer unparalleled products catering to couples and women, providing partners with a comprehensive one-stop shopping experience.”

And many of these same benefits also applied when WOW Tech merged with Lovehoney in 2021, to form the Lovehoney Group.

“With the addition of Fifty Shades of Grey (FSOG) and Happy Rabbit (HR) brands to the portfolio, the merger further enriched the already exceptional product selection within LHG/WT,” says Binh-An Dang. “FSOG, in particular, brought significant brand awareness to the table, thanks to its association with the widely popular movie franchise. Leveraging the innovative capabilities of both WOW Tech (WMZ and WVI) and Lovehoney, FSOG was poised for even greater success, strengthening its value proposition in the market. The merger not only broadened the product range but also enhanced the overall brand presence and quality, aligning perfectly with the strategic objectives of WOW Tech and Lovehoney.”

Pictures of Lily

Womanizer’s collaboration with Lily Allen in October 2020 was, without a doubt, the highest profile celebrity endorsement any sex toy has ever enjoyed, which still hasn’t been topped, and it must have been particularly satisfying because she had previously independently namechecked Womanizer in her memoir. As a result, approaching her for a joint venture must have been a

pretty easy sell.

“It was not a super difficult task,” says Binh-An Dang. “With Allen’s previous acknowledgment of Womanizer in her memoir and her reputation as a bold and outspoken artist, she was receptive to the idea of partnering with us for a collaboration. Her openness to discussing topics related to sexuality and pleasure aligns well with Womanizer’s brand ethos of promoting sexual wellness and empowerment. It’s important to note that we don’t just collaborate with celebrities for commercial reasons: rather, we seek out partners who are genuine fans of our products.”

Lily Allen was certainly that, and in addition to putting her name and likeness on the Liberty X Lily Allen Womanizer, she was appointed ‘chief liberation officer’ at the company, heading up its #IMasturbate campaign. And the media loved her for it. Highlights included her advocating that women should openly talk about masturbation without guilt (Daily Mail), revealing that she didn’t have her first orgasm until she was 29 (Mamamia), confessing that she resented men because she felt like “it was their responsibility to make me cum” (Dazed), and explaining that her sex life radically changed after she purchased her first sex toy (Daily Mail again).

And if you’re wondering if it’s possible to estimate the value of that PR, it absolutely is: “Our collaboration with Lily Allen was incredibly successful from a PR perspective,” says Binh-An Dang. “We estimate that it generated approximately 1,500 articles globally, reaching an audience of around 4.4 billion people. When assessing the potential advertising value of this coverage, we estimate it to be around 33.5 million euros. This significant media coverage has undoubtedly contributed to raising awareness of our brand and products on a global scale.”

The collaboration was also good for sales, with the product performing strongly in regions where Lily is well-known, such as all English-speaking countries and Europe. “Her partnership has helped destigmatise the topic and has made the WMZ brand more accessible to a wider audience of female consumers,” says Binh-An Dang. “Additionally, we’ve observed a spillover effect on other products, further enhancing our brand visibility and market reach.

“We are currently working on new collaborations that will soon be revealed to the industry. Stay tuned for more exciting partnerships that authentically showcase our commitment to promoting sexual well-being and empowerment.”

What’s Next?

A more recent collaboration resulted in the Womanizer Wave, the world’s first showerhead created specifically for masturbation. Developed in collaboration with German bathroom products manufacturer Hansgrohe, the development numbers (three years and 100 samples tested) indicated this was not a product released on impulse, but how has it performed in the market following its 2023 release?

“The collaboration with Hansgrohe was a huge success,” says Binh-An Dang. “Partnering up has enabled us to further advance in destigmatising pleasure but also showcased how we innovatively navigated the marketing challenges within our industry. Following the launch, we encountered a period of high demand leading to temporary stock shortages. Since its introduction just last year, our product is still in the process of solidifying its position in the market. As with all our offerings, we continuously evaluate alongside our partners to identify any potential enhancements, ensuring we deliver the best possible product experience to our consumers.”

Earlier this year we saw the launch of Next, which takes the application of Pleasure Air Technology to a new level (Womanizer’s Tobias Zegenhagen was quoted as saying ‘If you think about it in terms of music, I would say that if the original Pleasure Air Technology can play single notes, 3D Pleasure Air can perform an entire symphony’). Could this become the new standard in the market?

“The advancement with 3D Pleasure Air Technology (PAT) signifies a significant evolution in our patents, potentially setting a new industry standard,” says Binh-An Dang. “Despite this progress, the original PATs remain integral to our core portfolio. Given the deeply personal nature of pleasure preferences, some of our customers still favour the original PAT. However, it’s undeniable that we are committed to expanding the utilization of 3D PAT across our product range. We’re

actively assessing which products would benefit most from this technology in the next phase to ensure we continue to meet the diverse needs of our consumers.”

With so many other brands now offering their own air toys, how does Womanizer view the competition? Is it flattered that its original innovative product has gone on to spawn an entire category?

“We are truly honoured by the recognition of our role as technology pioneers, setting a benchmark that has inspired numerous other companies to develop similar products,” says Binh-An Dang. “This not only speaks to the impact of our innovations but also underscores

Womanizer’s commitment to addressing the orgasm gap for women. We can indeed say that we view the competition with a critical eye and strive to protect our investments and technologies. Womanizer stands out in the market due to our unique technologies like Smart Silence, Afterglow, and the latest addition, our cutting-edge 3D technology. Coupled with our focus on design and quality, these elements set us apart from the competition. While it’s flattering that our original innovative product has spawned an entire category, we also recognise the importance of safeguarding our intellectual property and maintaining our position as leaders in the field.”

Finally, following its recent 10 Year Anniversary Sales Contest for retailers, what else can we expect from Womanizer this year? A 10 Year Anniversary model, for instance?

“Regarding Womanizer’s plans for the remainder of 2024, we have several exciting initiatives in store, particularly following the recent retail competition,” says Binh-An Dang. “Currently, we have a Display Contest underway: we’ve invited our partners to creatively redecorate their stores to commemorate Womanizer’s 10-year anniversary, with enticing prizes awaiting the winners. Furthermore, I want to assure you that we are relentlessly pursuing new innovations and captivating marketing concepts. This year promises to deliver numerous ‘wow’ moments. And for readers of this article, we also have a special surprise. Reach out to your dedicated account manager with the code ETOWMZ to receive a surprise!”

Womanizer Wave

Spotlight: Orion Wholesale

There’s always something new at Orion Wholesale, as Paul Smith discovered from Björn Radcke, head of sales and marketing (B2B) at the company…

Based in Flensburg in the north of Germany, close to the Danish border, Orion Wholesale has customers in over 50 countries and also supplies over 150 Orion specialist stores across Germany. In addition to a comprehensive, quality-tested range of bestsellers, the company is known for its service and customised sales solutions.

As one of Europe’s largest adult product distributors, Orion is in a great position to provide an overview on trends, so I set out to discover what’s been in demand in the last year, what its biggest sellers have been, and how it responds to changing consumer demands.

Björn Radcke, head of sales and marketing (B2B) at Orion Wholesale, told me: “Last year, our new lingerie collections from Cottelli were particularly popular, and I would like to emphasise Cottelli Lingerie and Cottelli Curves in particular. Couples’ toys were also particularly popular, which is why our Couples Choice, Sweet Smile and Javida items were among the bestsellers. Our new masturbators from WYNE were very well received by male customers. And the female customers loved the launch of our vibro cushion Vibepad 3 – the third, enhanced edition – with an integrated G-spot vibrator. This item is also an example of the fact that we take our customers’ wishes seriously, as we have received an increasing number of enquiries from retailers asking whether the Vibepad could also be available with an integrated dildo.”

Retailing around €170, the Vibepad is a sit-upon toy. The Mk.3 version includes a 10.6cm dildette to reach those parts other Vibepads cannot reach. Available in black and only black (very Ford Model-T), it has a small matching wireless remote control.

Björn continued: “Please let me mention that we are very proud that our Belou Rotating Vulva Massager has received the German Design Award 2024 – one of the most recognised international design awards for product and communication design. The Belou Rotating Vulva Massager was developed by Orion product developers, who were inspired by a neck massager with rotating beads. They had the idea that something like this should also be available for the intimate area. Once this idea was born, the first drawings were made, and a prototype was created in the 3D printer. The result is an ergonomically designed lay-on vibrator that enriches every lovemaking session with its truly unique design. This powerful, luxurious and innovative sex toy is not just a delight for the hand, but also unites intense

pearl rotation with thrilling vibration for an entirely new pleasure experience.”

I found this idea intriguing, not least as a man who always hankers after the chair-mounted massagers I see in every Menkind gadget store I pass. A look at Orion.de showed me a travel-friendly rock-shaped item with rose gold detailing, which flips to reveal the device’s silicone-topped pleasure zone, which is ideal of clitoral play too. There’s a pull-up finger ring for enhanced control and the rechargeable toy comes with a storage bag too. Retailing around €99, it has the sophisticated looks to back up the soft central ball’s potential. It’s also waterproof (bathtime being a key chance of privacy for mums) and has five further balls within the silicone, which rotate… Multi-speed and multi-mode, its curved purple body makes for great ergonomics. It definitely has the ‘what’s that?’ appeal on a shelf and at the sub-€100 price point, I’m sure it’ll

Björn Radcke

Feeding back

Talking of curious, I wondered how Orion gathers consumer opinion – an example being the demand for a Vibepad with an integrated dildo – and asked if the company has a direct customer feedback channel, or whether most of the info comes via dealers? Is the process formal (‘Scan the QR code to give feedback, register your product, and perhaps win…’) or informal? “We are known for our quality-tested products and our first-class quality management,” Björn replied. “We know that many of our products are used in the most intimate areas of the body. That is why we follow the ISO standard for sex toys and the strict German quality standards especially when it comes to the production of sex toys. Our in-house quality management team ensures that the strict criteria is adhered to and regularly works together with well-known laboratories – especially when it comes to the varying guidelines and regulations.”

He added: “In the first step, we receive consumer feedback directly from our product testers, both internally and externally, even before the products are on the shelves. But even once our products are on the market, we naturally receive feedback from the end consumer via the retailer. In general, we are always approachable for our retailers and share our experiences in order to always deliver the best possible product.”

Given a programme of continuous enhancement, I wanted to know where improvement upon improvement was leading Orion.

Björn no doubt has some products up his sleeves, so to speak, but was happy to explain: “As a full-range supplier, we have over 15,000 different items in our range. We carry all industry-relevant brands, including around 60 of our own brands – of course in promotional packaging. We are constantly launching new products on the market under our own brands. We always pay close attention to functionality and variety, and the price-performance ration must also be right.”

He expanded: “For example we recently launched some great new products from our top-selling label Sweet Smile: ergonomic, stylish and on the ball – the Clit Ball Vibrator is extremely well-thought-out, right down to the smallest detail. And the Vibrating Cock Ring is the ideal partner for versatile applications. The extra-wide silicone ring in a grid design fits snugly around the penis, while the vibro-stimulator stimulates either the testicles or the clitoris.”

This elegant purple €80ish toy has something of the rabbit about it but it would also look at home in musical notation. Up against the treble cleft, perhaps? With gentle encouragement, Björn added: “Also new, the five-piece RC Mini Vibrator with 4 Attachments toy set from Couples Choice for adventurous couples. It consists of a G-spot dildo, a butt plug, a lay-on stimulator, a cock and ball ring with clitoris stimulator and a bullet vibrator that can be inserted into any of the four toys – one for all!”

Livin’ Javida Loca

Toys which do more than one thing seem like a good idea to me, in these rather financially strained times for many, and I asked Björn what else Orion had recently launched which offers a similar value-for-money bang-for-your-buck.

After a moment’s thought, Björn said: “Two new special vibrators with tingling extras complement our extensive Javida range: the Inflatable Vibrator and the 3 Function Vibrator. The medical wellness brand Javida is one of the top selling labels from Orion and presents itself aesthetically, sympathetically, modern, and discreet. Javida accompanies women and couples on their natural path to a fulfilled sexuality – with sex toys that invite them to take their time and relax with themselves and their partner.”

I mentioned that I’d spotted something on the Orion website which reminded me of some ‘dynamic’ window displays I’d seen in Amsterdam on my last trip there: The Banger.

our range from The Banger – versatile, variable, and comfortable at the same time, because the powerful sex machine is built into a sturdy, stable seat frame. It can be adjusted in position and angle and thus enjoyed hands-free. The two comfortably padded seats ensure maximum comfort. And the included realistic dildo made of skin-like TPE feels like a real penis – pleasantly firm yet flexible with intense veining and a plump head.”

This is obviously a more substantial offering – with a more substantial price point of €499 – but that’s very much in the ballpark for a mains-powered (1.83cm/6ft lead) thruster (up to 8cm of thrust) with a wired rotary controller to set the desired TPM. Like RPM, but- well, you get the picture. Suitable for US or European power standards, I couldn’t see a maximum weight limit, but the frame and seat pad supports are steel, so it looks substantial.

I metaphorically inspected Björn’s sleeves and, certain there was more up there, asked if he could let anything slip out as a tease for what else Orion has lined up. “Of course there will be new collections from our bestselling lingerie labels such as Cottelli Lingerie,” he confirmed. “Exciting lingerie with a focus on pure femininity. All items from Cottelli Lingerie are designed exclusively by Orion, so customers can rely on a consistently good fit and size chart. Plus, to ensure perfect comfort, the items are made from high-quality materials that mould to the body.”

Björn concluded: “As you can see, there’s never a dull moment at Orion Wholesale, and our customers can look forward to many more new products in the course of the year.”

For more information visit www.orion-wholesale.com

ANME Preview

ANME – the Adult Novelty Manufacturers Expo – is taking place at the Los Angeles Marriott Burbank Airport Hotel from 15th to 17th July 2024, and Dale Bradford explains why you might want to be there…

The first ANME I attended was a January incarnation, and having left behind a freezing cold Europe, I was delighted to discover that I could walk around in T-shirt and shorts in Burbank. Well, I could have if I’d packed any.

Even discounting the extremely agreeable California climate, I thoroughly enjoyed my first time. Staying in the same hotel as the show – the Burbank Marriot –made for a far more relaxing start to the day than the usual rush to get ready, eat breakfast, and catch a taxi/shuttle to the venue.

The show itself had a relaxing vibe to it as well: it was busy but not uncomfortably so, with exhibitors able to take the time to engage with visitors, without the pressure of large crowds milling around and tutting impatiently, waiting for their turn. In addition to the big brands that bring in the crowds, there was also an eclectic mix of specialist suppliers exhibiting, some of which were previously unknown to me as they had yet to expand into Europe.

Negating the need to leave the premises, lunch was provided on site and each evening there was a function where visitors and exhibitors could mix and socialise.

The perfect B2B event, you might think. But when other attendees learned it was my first time, they all reacted the same way: “You must come in July,” they said. “It’s bigger and better.”

To cut a long story short, I did, and it was.

New for 2024

Now there is only a July option though, as earlier this year the organisers announced that ANME would now be staged just once a year, so you might not want to miss this opportunity.

“The decision to shift to an annual format was motivated by a commitment to elevate the ANME experience amidst an ever-changing industry landscape,” the organisers said in a statement. “By concentrating efforts on one expansive event, ANME aims to create a focal point for innovation, networking, and business development within the adult novelty sector.”

Representatives from the ANME founders – CalExotics, Doc Johnson, and Nasstoys – elaborated on the decision.

“The July ANME show is THE show to attend,” said Susan Colvin, CEO of CalExotics. “It brings together the best of the best in the world of pleasure products for a fun and prosperous event. This year’s summer show will be better than ever, with more exhibitors and more opportunities for business growth. We encourage everyone to register early to secure their spot.”

“We are all excited to see this renowned and well-attended summer event evolve into an even more beneficial showcase for vendors and buyers of pleasure products as we move into 2024,” added

ANME Founders, Elliot Shwartz (Nasstoys), Susan Colvin (CalExotics), and Ron Braverman (Doc Johnson)

Elliott Schwartz, CEO of Nasstoys, and Chad Braverman, COO of Doc Johnson, said: “We are looking forward to welcoming exhibitors, sponsors, and attendees to the enhanced ANME experience and to collectively shaping the future of our industry.”

The ‘enhanced ANME experience’ will include an extended duration, with the final day of the event –traditionally a half-day – now being a full day, expanded exhibition areas to accommodate additional suppliers, a dedicated New Vendor Showcase, nightly events, and more opportunities for sponsorship.

Show director Lacy Empkey commented: “In the dynamic landscape of B2B trade, anticipation builds for the July edition of ANME. With our transition to an annual event, buyers can now engage with their preferred vendors in a centralised hub, fostering deeper connections and opportunities.

“As the show director, I’m thrilled to unveil exciting surprises, including an expanded vendor lineup and a dedicated New Vendor Showcase. Sponsorship opportunities abound, as we endeavour to elevate the ANME experience into a realm of unparalleled interactivity, including food trucks and an interactive networking area for all attendees. Join us as we chart new horizons in B2B excellence.”

This year’s big thing

It’s always a good idea to attend any trade show but ANME is more important than most. Many of the industry’s leading brands use it to introduce the lines that retailers will be selling later in the year in the all-important holiday season. There’s no substitute for seeing new products in the flesh, touching them, evaluating them, and being able to ask the people who know them best questions face to face.

What’s going to be the big thing this year? Chances are you’ll see it first at ANME. Exhibitors include: Blush, BMS Enterprises, CalExotics, Classic Brands, COTR, Creative Conceptions, Doc Johnson, E-Stim, Icon Brands, JO, Kiiroo, Lovehoney Group, Maia Toys, Nasstoys, NS Novelties, Oxballs, Pipedream, Pjur, Prowler, Satisfyer, Screaming O, Shots, Sportsheets, Swiss Navy, Tantus, Tenga, WOW Tech Group, XR Brands, and many more

[see www.anmefounders.com/exhibit for full list].

Product is only part of the event’s appeal though: ANME provides an excellent opportunity to meet up with old friends and colleagues, network, and build relationships with other industry representatives, and you’re not going to be approached by ‘men with briefcases’ when you take a break: representatives from non-exhibiting manufacturers are not allowed on the showroom floor or in any areas of the hotel or convention centre reserved for ANME attendees and authorised guests.

You also won’t have to compete with ‘outsiders’ for exhibitors’ attention: although free to attend, visitors are vetted in advance and only four people per company will be given an entry badge. Visitors must be a retailer, e-tailer, or distributor currently buying products from an ANME exhibitor/manufacturer, or an authorised distributor, or a member of the media with official press credentials, and entry badges must be worn at all times.

If you would like to spend additional time away from your business, there is a lot to see in and around Burbank, which is only a few miles northeast of Hollywood, whether you want to splash out by taking in a studio tour, or just frugally pose for the ‘gram at locations made famous in the movies.

I’ll end this show preview piece with the same advice I’ve used many times before: pack comfy shoes and bring plenty of business cards – but this time I can add ‘and T-shirts and shorts – because you’ll need them’. For more information about ANME 2024 visit www.anmefounders.com

ANME at a glance

The first Adult Novelty Manufacturers Expo (ANME) took place in 1996 and it is the leading B2B event in the US for the pleasure products sector. Strictly trade-only, it provides a platform for manufacturers to present their wares to distributors and retailer buyers.

Exhibitors include creators of adult novelties, toys, lubricants, lingerie, and games, “ANME is explicitly tailored for distributors and retailers,” the organisers say. “This event not only offers an opportunity to survey an extensive range of products but also facilitates direct interactions between manufacturers and potential buyers, enhancing business prospects and promoting the industry’s growth.”

Exhibitor numbers are expected to top 200, with 2,000+ accredited visitors projected to attend. This year’s event takes place on from 15th – 17th July 2024 at The Los Angeles Marriott Burbank Airport Hotel, 2500 North Hollywood Way, Burbank, CA 91505.

Visit https://go.anmefounders.com/attend for more information and to reserve accommodation at the show hotel at a special rate (limited availability). To discuss exhibiting or explore sponsorship opportunities, email lacy@AnmeFounders.com

Images of January’s ANME courtesy of Reggie Arnold Photography

ANME 2024 Schedule

Sunday 14th July: 9-12 pm: Exhibitor Badge Pickup

12-7 pm: Attendee Badge Pickup

6-8 pm: Glam & Guitars Rock Star Welcome Reception sponsored by Xbiz.

Monday 15th July: 7:30-9:30 am: Breakfast 9-5 pm: ANME Show (11:30-1:30 pm: Lunch)

6-8 pm: Leis & Luaus Reception

Tuesday 16th July: 7:30-9:30 am: Breakfast 9-5 pm: ANME Show (11:30-1:30 pm: Lunch) 6-8 pm: StorErotica Awards Ceremony

Wednesday 17th July: 7:30-9:30 am: Breakfast 9-4 pm: ANME Show (11:30-1:30 pm: Lunch)

Visit www.anmefounders.com for full details.

Social Intercourse revisited: Facebook

Tabitha

Rayne

kicks off her updated series of ‘social media for the adult biz’ articles by exploring the opportunities that Facebook can offer…

It’s been over two years since we explored the ups and downs of navigating this online world and I wanted to revisit some of the people and businesses who originally talked to me and find out what’s changed for them, while also looking at new platforms and new faces.

So - what’s new? What’s had a revival? Myspace anyone?

Well, Twitter became X in 2023 and added a dreaded view count on every… tweet? Post? X? I still don’t know what to call them, but what used to be your private analytic shame is now there for all to see… your ‘reach’ showing exactly everyone that not only are you not trending, you are not even trendy. But conversely, Instagram now has a feature where you can hide views and likes to keep your huge popularity under the radar. In exactly the same month just a few weeks before Twitter’s surprise rebrand, Meta announced the launch of Threads – a text based app associated with your Instagram account. Is this to become the new Twitter? Tumblr came out for a brief reinvigoration with us saucy types in late ‘22 by allowing adult content again. The microblogging site used to be a treasure trove of erotic images and shortform content, and best of all, the folks behind their posts on X (it actually pains me not to type ‘tweets’) were hilarious and engaging bringing real personality to the brand.

While this is a look at social media and how to navigate it from an adult industry viewpoint and ultimately selling, highlighting and promoting your brand, we have to also remember that we are also consumers of these platforms too. What makes us pause and show interest

in a particular product or person? What makes us click to find out more? We are constantly all doing our own very personal market research so take note of your own habits.

Later in the series we’ll be talking to social media influencers, the best way to get featured and the various strategies used for success. You might be lucky enough where someone just absolutely loves your brand and raves about it from their own enthusiasm or you might need a little help to get noticed. With it being such a minefield to actually get these platforms to take your ad money, it can be easier and more beneficial to work with the hugely talented and imaginative content creators already out there. But let’s start as before with Facebook. Now we all know this behemoth of a platform is very strict when it comes to the sexy content, but I have been increasingly surprised by what I do actually see on there. Brands like OMGyes seem to have cracked the code by being firmly in the sex education space, but I’ve also had adult themed events show up as sponsored posts on my very private FB account.

Tabitha Rayne

Group activities

One thing we didn’t really cover in that first article was Facebook groups. I wanted to find out if it is easier for an adult brand to be louder and more visible in these and if the groups are a good way to connect to customers or just another way to spend time down the vortex of the never-ending scrolling.

Molly Romeo, senior account manager at Holiday Products is also an administrator for the Facebook group Pleasure Professionals Place.

“Facebook Groups are designed as an online gathering place centred around a specific subject,” Molly said. “They are a great way to connect with like-minded folks who have a shared interest, allowing a wide array of members to discuss important topics. If you have a hobby or business or just a general interest in something, there’s a group for you! As an example, the Pleasure Professionals Place, more commonly known as P3, is the go-to group for anyone looking for adult pleasure product industry information, whether it be about products, merchandising, marketing ideas, contests and promotions, or general concerns. This group is set to private, so only members can see what’s happening in there, which adds a level of comfort because non-industry Facebook friends aren’t privy to the information shared.”

What about groups that are trying to reach customers directly? Keeping the customers entertained and connected seems to be quite a challenge for brands: having to post very regularly and keep an eye on the user generated content that might need a referee.

Getting a discussion going that can generate a lot of interaction and chat among engaged members is the key.

Jalela Amari is a virtual assistant specialising in the sex and adult industries, which makes her perfect to assess where our energies should be focussed when it comes to the socials.

“Facebook private groups are incredible for growing a community, even better as they are free,” she says. “Facebook groups allow for intimate interactions and allow others to support each other and gain inspiration. It is like having your own mini-family. With Facebook groups, you will need to have a moderator (or two) to ensure posts are in line with community guidelines but other than that, the group can run itself BUT I do suggest that the moderator is also a community manager or you hire a separate community manager to get the most out of your group.

“I do believe there are better ways to invest your money when we are talking about social media; TikTok and Instagram are where everything is happening at the moment, and if you are specifically in the adult industry, Twitter or “X” is great as they have very little censorship issues.”

Calandra Balfour who is the owner of the shops

Taboo and Lust! in Brighton says her businesses are less active on Facebook now but does remember the good old days. “We used Facebook ads for Lust! when it initially introduced it as a service. At that time, they didn’t have adult restrictions on ads, and we were able to sponsor our business page to get page likes. Since Facebook imposed adult restrictions, we now use our page as a placeholder, it improves our SEO, increases brand visibility, and adds to our credibility. Having Facebook business attached to messenger is useful when potential customers are enquiring whether we are open or not, or after a specific product.”

It’s interesting for me to note that while on Facebook doing research for this article, who should pop up on my timeline looking stunning and introducing Brighton Dungeon, but Calandra who has linked her Instagram to her Facebook. Doing this means that you have the option to cross-post every time you add content to Instagram. A great time saver but you also have to be very conscious of the content you’re sharing and where.

Jalela Amari

Calandra Balfour

And there’s also the teensy problem of being a friend suggestion to people you’d rather not have snooping around your adult business. Whist we lament the censorship that crushes us, we also don’t really need uncle Davey or little cousin Johnny stumbling across our new DP device. Always pros and cons. Having a page and setting it to over 18s only, means you can mitigate some of that reach, and keep your privacy in balance.

To be honest with you, I’m still completely bamboozled by the whole thing and if you go on my socials you’d be forgiven for wondering why the hell I’m even writing this, but I can report that I have employed a VA to take over the stress of scheduling posts and yes, I’ve chosen someone in the sexuality field. I will certainly report back on the success and value of this in future episodes… so stay tuned!

I also want to explore the notion that sex sells (as long as it’s not selling sex). While we in the pleasure industry trying to sell our vibrators have to talk about anything but vibrators (oscillating comfort device anyone?), advertising of say, Magnum ice cream or perfumes, can be blatantly sexual. Or how about everyone’s favourite fictional sex therapist, Gillian Anderson and her new range of health drinks, G-Spot, which are very much using sex and sauciness as a selling point – you will have probably seen sponsored posts a-plenty and I’ve placed an order because of them.

So hopefully I’ll get some inside information very soon… Gillian… call me.

Join me here for the next instalment with tips from pros to get the most from your socials and what the next big trends are.

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API Expo 2024: a vibrant showcase of innovation and commerce

April saw the vibrant city of Shanghai host one of the most spectacular events in the adult product industry - the API Expo 2024. Jason Dante reports back for ETO…

Spanning three bustling days from 19th – 21st April, this grand affair at the Shanghai Convention & Exhibition Center of International Sourcing brought together a dazzling array of exhibitors, visitors, and products, setting new standards for excellence and innovation in the realm of adult toys and accessories.

With a sprawling total area of 26,720 square meters spread across three floors, the API Expo was a colossal gathering that left an indelible mark on attendees. Organised with meticulous precision, the expo boasted a well-curated mix of products, ranging from established favourites to groundbreaking innovations freshly unveiled to the world.

One of the most striking features of the API Expo was its layout, meticulously crafted to optimise the visitor experience. With larger stands occupying the ground floor, medium-sized booths on the second floor, and boutique traders on the third, attendees could navigate through a diverse landscape of offerings tailored to their preferences and interests.

A testament to its global appeal, the expo attracted a staggering 400 exhibitors and welcomed over 53,000 visitors from all corners of the globe. While many of

the Chinese manufacturers hailed from the renowned city of Shenzhen, familiar companies from Europe and America, including industry giants like Satisfyer, Svakom, and Lovehoney, added an international flavour to the event.

One of the standout trends observed at the API Expo was the growing eagerness among Chinese manufacturers to actively seek out new European distributors. These manufacturers showcased a proactive approach towards expanding their global reach and forging mutually beneficial partnerships.

Getting engaged

The inaugural day of the expo was reserved exclusively for B2B traders, setting a professional tone that resonated throughout the event. Attendees had the opportunity to engage in meaningful conversations, explore cutting-edge products, and establish lucrative business connections in an environment conducive to commerce and collaboration.

While initially promoted as a trade-focused affair, the subsequent days saw a delightful blend of business and consumer engagement. With days two and three

open to the public, the expo buzzed with energy as enthusiasts flocked to explore the latest offerings in the adult product market. Though some exhibitors expressed reservations about the influx of consumers, the lively atmosphere and increased interaction added a dynamic dimension to the event.

Despite initial scepticism, traders and trade visitors reported fruitful meetings and confirmed large orders, underscoring the enduring value of the API Expo as a premier platform for business expansion and networking. As the curtains drew on another successful edition of the expo, accolades poured in for the organisers, whose impeccable execution and foresight ensured a memorable experience for all involved.

As we bid adieu to the API Expo 2024, anticipation mounts for the next instalment in April 2025.

Mark your calendars and join us when we reconvene for another exhilarating showcase of innovation, commerce, and camaraderie. Until then, let the spirit of collaboration and discovery ignited at the API Expo continue to inspire and propel our industry forward into new realms of possibility.

Jason Dante, ETO & Vincent Renou, Honey Play Box

Country Focus: Spain

Spain might be best known for its culture, food, football, and sun-kissed beaches but it also now has a thriving erotic sector, as Ubal Araque explains…

The erotic sector in Spain has experienced significant development in recent decades, reflecting changes in Spanish society and attitudes towards sexuality. While it is difficult to pinpoint an exact start date, it can be said that the emergence of the modern erotic sector in Spain began to gain momentum in the late 20th and early 21st centuries.

The Spanish democratic transition, which began in the 1970s, marked a period of openness and liberalization in many aspects of society, including sexual expression. As Spain moved away from decades of Francoist

dictatorship, spaces emerged for exploration and expression of sexuality in a more open and legally unrestricted manner.

During the 1980s and 1990s, with the advent of democracy and the increasing influence of Western culture, there was a rise in the production and distribution of erotic content in Spain. Adult magazines, erotic films, and nightclubs began to proliferate in major Spanish cities. This coincided with the development of the adult entertainment industry internationally, facilitating the importation and distribution of erotic material in Spain.

There has been a significant movement of sexologists, sexual therapists, and educators who utilise social media platforms to educate and promote sexual health. These professionals share information, tips, and resources on a wide range of topics related to sexuality, from techniques to improve intimacy to preventing sexually transmitted diseases. Their presence on social media contributes to normalising dialogue about sexuality and encourages individuals to seek reliable information and professional help when necessary.

Retail

Retail has also played a big role in promoting the adult sector in Spain, and examples of some prominent stores include Belover, Factor Mujer, and Kitsch Barcelona.

Belover offers a wide selection of erotic toys, sensual lingerie, sexual wellness products, and erotic literature. It has earned a reputation for offering high-quality products and exceptional customer service. Its online and physical presence provides consumers with convenient options to explore their sexuality in a healthy and satisfying manner.

Founded over ten years ago, Factor Mujer has established itself as a premier destination for adult products, catering to a diverse clientele. Owned and managed by women, Factor Mujer provides a comfortable and inclusive shopping experience,

offering a wide range of erotic toys, lingerie, literature, and accessories. The store’s commitment to quality, discretion, and customer satisfaction has contributed to its enduring success in the industry.

Kitsch Barcelona also has a history spanning more than a decade, and it has become synonymous with sophistication and innovation in the adult retail sector.

Owned and operated by women, Kitsch Barcelona offers an eclectic selection of high-quality products designed to enhance intimacy and pleasure. From intimate apparel to cutting-edge erotic gadgets, Kitsch Barcelona has earned a reputation for its curated collection and personalised service.

Both Factor Mujer and Kitsch Barcelona exemplify the growing presence of women-owned and -operated businesses in the adult industry. Their longevity speaks to their ability to adapt to changing consumer preferences, market trends, and regulatory environments. Moreover, these stores serve as empowering spaces for individuals to explore their sexuality in a welcoming and supportive environment, reflecting the broader societal shift towards inclusivity and empowerment.

Events

The Barcelona Erotic Show is an event that has significantly contributed to the visibility and growth of the erotic sector in Spain. Held annually in Barcelona since 1992, it brings together industry professionals, artists, sexual educators, and enthusiasts in a space dedicated to the exploration and celebration of sexuality. The Barcelona Erotic Show has evolved over time, transitioning from primarily being a venue for the exhibition of erotic content to becoming a hub for sexual education, activism, and open discussion on sexuality-related issues.

Following its 2023 debut, EroSpain has become a prominent B2B event in Spain’s adult industry, attracting exhibitors, professionals, and enthusiasts from across the country and beyond, and providing a platform for networking, business opportunities, and industry insights.

EroSpain typically features a diverse array of exhibitors showcasing the latest products, technologies, and services in the adult sector. From adult film producers to erotic toy manufacturers, EroSpain offers a comprehensive overview of the industry landscape. Additionally, the event often includes seminars, workshops, and panel discussions on topics ranging from sexual health to market trends, making it a valuable resource for industry professionals and consumers alike.

Events like SexProMeeting, now celebrating its eighth anniversary, exemplify the evolution and adaptation within the adult industry towards new models of outreach and education. Originally conceived

gathering of sex bloggers, SexProMeeting has evolved over the years to encompass a broader spectrum of professionals, including sexologists, coaches, and therapists.

SexProMeeting reflects the growing recognition of the importance of multidisciplinary approaches to sexual education and counselling. By bringing together professionals from different backgrounds, the event encourages cross-pollination of ideas and methodologies, fostering innovation and advancement in the field.

Adult content

There is a diverse array of companies and professionals contributing to the Spanish adult content market. This includes film production companies, distributors, online stores, shops, and webcam studios, among others. Some of the most well-known companies in this sector include Private Media Group, CumLouder, and Actrices del Porno. However, it’s important to note that this landscape can rapidly change with the emergence of new companies.

Great figures committed to ethical porn, such as Sylvan, Juan Lucho, Gabriela Flores, and Silvia Abril, are among the most recognised in the industry. They advocate for ethical practices, consent, and fair treatment of performers, contributing to a more positive and respectful environment within the adult entertainment sector.

Spain is one of the main destinations for sex tourism in Europe, with cities like Barcelona, Madrid, and Ibiza attracting tourists interested in nightlife and erotic offerings. Additionally, the country has produced a significant amount of adult content, both for the domestic and international markets.

These additional elements further highlight the diversity and dynamics of the adult industry in Spain, which not only encompasses the production and sale of products but also education and support through sexual health professionals and online platforms.

OnlyFans has had a significant impact in the country, especially in how erotic content creators share and monetise their work. It has provided a platform for erotic content creators in Spain to earn direct income from their followers, allowing many independent erotic artists to make a living by sharing exclusive content with a global audience.

“A liberated and erotic Spain” reflects a society that embraces sexual expression and openness, characterised by a culture that values personal freedom and exploration of sexuality. In such a society, individuals feel empowered to express their desires and preferences without fear of judgment or stigma. This liberation extends across various aspects of life, including art, entertainment, and interpersonal relationships.

Zeus

MYSTERY SHOPPERBARCELONA

This month’s Mystery Shopper complements the article on Spain’s erotic sector on page 34 by taking a close look at five of Barcelona’s sexiest stores…

Condoms and Co Boutique 69

West of the famous shopping/pick-pocketing street of La Rambla, I arrived here before its noon opening so found a seat in the shade in a nearby square to watch the world go by. When I came back my suspicions were confirmed; the name suggested muscular men and yes, the sex-sauna-esque pine frontage behind the now-open shutter did the same. Inside the wood (above a grey stone tiled floor) continued, giving a cosy feel, plus I got a welcome and liked the music choice/s.

The Locker Gear range, €30 pants, magazines for €15, €40 aluminium bats, harnesses from The Red for €98, lots of gags including red €26 lips, floggers, and €48 anal hooks all noted, I moved on to a backroom of display/play opportunities (glory holes, plumbed-in urinal, sex swing, medical chair) with a €250 large leather swing seat. My notes say, “most of a cow.”

Well-lit cabinets below a vaulted ceiling added display space for smaller items as well as some extra light. It was still dim, but in a moody way, not a ‘I can’t read the price tag’ way. Naked brick walls and artfully distressed paintwork added some appropriate vibes. Colt, €30-€36 gay DVDs, AMI sex machine behind the counter - this store had it all, including gasmasks, Finn toys, speculums, sounds, a dildo display behind glass in the dressing area, and I got a cheery Catalan goodbye on exit too. Not the biggest, not the best, but nicely done with a dynamic edge. Recommended.

On a pedestrianised road to the east of La Rambla I initially thought this might be like the Condom store I’d seen in Amsterdam but as I walked in down a gently ramped white stone floor (looked like it might be a challenge in the wet) I realised things were more conventionally sex-shoppy. Broad curving pink surrounds to white slatwall with metal edging, plus a lot of blue on the walls made for a modern feeling, very ‘designed’ store. The circular ‘skylight’ lamp kept the store bright, and only two things annoyed me; the lack of music, and a manageress who followed me around a little too obviously. I’d clearly dressed like a shoplifter this morning, or that’s how it felt. The other ‘err’ point were frameless glass doors I noticed on exit. Luckily. I picked the right side to walk through, but I bet people bounce off them regularly, even with a poster on one of them. Regarding stock, I saw a big Durex display, Sensations clothing and toys, Satisfyer’s Pro 2 at a bargain €29.95, glass plugs, Shunga – adding still more colour to this colourful, young-market-targeted store – and a €109.95 Fun Factory Manta in dark green. Rainbow-coloured toys and other novelty items were by the entrance, and I think there may have been a dressing area beyond the manageress by the till, but equally it may have just been a tidy staff area. She wasn’t moving, so I stopped exploring.

Effectively the gift shop of the Sex Museum (make your own joke if you’ve been married for 30+ years) on La Rambla, this two-level store had lots of interesting features, but it was the lady staffing it upstairs that made it a four-star shop for me with her excellent service. You might deduce from that the store itself wasn’t the strongest, and you’d be right. It got enough right to be a high three-star offering, but details like bright red strips on the shelving edges proclaiming ‘You Open It You Bought It’ in three languages just didn’t feel welcoming.

Dark grey flooring showing signs of wear and tear, white-painted rough stone walls behind neutral slatwall, Triano and Kirin dildos from RZ – odd snake and dragoneque items in a case – were both €89. I liked video screens with animated infomercials on the dark grey display stands, which gave guidance on what goes where for various toys, and wooden cocks. Creative Conceptions’ cute Unihorns were well represented, and I saw boxed lingerie, heard music, smelt dope on a passing fellow shopper, and felt comfortable. I also noted a small LELO stand at the top of the stairs, mannequins, and an infinite tunnel mirror doing little but using up space. Downstairs were more frivolous novelty lines, but the devilish Betty Boop in the window looked cool, €6.50 knickers and frilly bits were now €4 each (3-for-€9, previously €16.50), and with a 10% discount available if you also bought (or had) a ticket to the museum. I left happy enough.

Barcelona is the capital of Catalonia, the autonomous community region of Spain. With 1.6m inhabitants, it is also Spain’s second largest city, after Madrid. Surrounded by mountains, including the southern end of the Pyrenees, and the Mediterranean sea, it’s best known for the architect Gaudi, his still-unfinished masterpiece, the Sagrada Familia, fine weather, fine beaches, its eponymous football team, ‘I Heart DILF’s’ T-shirts with apostrophes, and the 1992 Summer Olympics.

I think of it as a fun city with too much public dope smoking, too few public toilets (if you’re not already sensitive to this detail, give it time), beautiful art, and a medieval – indeed, Roman – core. Barcelona has been home to the aforementioned Antoni Gaudi (killed by a tram), artist Joan Miro (you know his style if not his name), Rafael Casanova (not the famous shagger), and Rosalia, the singer-songwriter and double Grammy-winner.

No Taboo Love Stop

Also on La Rambla, this shop initially drew my attention as I headed towards a McDonald’s close by via a back alley. The shop has big windows looking onto the alley, which means the store’s rear is nice and bright, but you can be watched looking at dildos. Whether that’s a good thing depends on how much of an exhibitionist you are.

Around the front I was met by a blank-faced maid mannequin and was soon enjoying the music and ambiance. A great location, with a handsome interior, I didn’t think a three-sided display stand at the rear did it many favours. Held up with shelf brackets, it seemed to invite me to step up and in, but I wasn’t sure. There was a bar across that someone could hit their head on. Naked wooden edges of the black slatwall also seemed a bit half-hearted but the general look, arrangement, and range of product was great.

Other highlights included angels in the window, the promise of ‘excursions’ on signage (none experienced), a checkerboard tiled floor, big mirrors in the changing areas, plus lots of Leg Avenue, SilexD dildos, Taboom plugs and playwear (nice gold detail on the packaging), Colt in a ‘gay corner’, €49.95 nurses’ uniform, gags (inc a €14.99 ring), a black mesh display of bondage lines, harnesses, and a nod from the manager.

Busy, pleasant, well lit, another Barcelona store does enough to impress but just falls short of full marks.

Just to the east of La Rambla is a famous pretty square called Placa Reial and this store, complete with its confusingly designed logo, is close by. I had to check which order the words need to be in for the store name, and the website also told me there are two other branches in Barcelona.

As the largest store on this trip, I took my time to look around and admired sexy robot sculptures, an ivy-covered glass dome of dildos, harnesses and €47.72 hogtie-crosses from Blaze, a head in a cage (there was lots of odd art scattered around, but it was mostly well done and suitably erotic), kinky Zado lines, Oprah bondage rope, Love Hit harnesses, a case of wooden dildos, a saddle on a stand, blue mannequins…

A bit odd in places, but the displays of Black Level, Svenjoyment, Noir Handmade, LateX (€120 for red leggings) all impressed, and I liked the way exploring room after room gave a lovely sense of reward. More large windows left me feeling a little exposed but hey, no one seemed to care so I just went with the flow. A large case of LELO, a stand of Fleshlight, odd €120 PicoBong Transformer toys, DVDs for €19.90 (Transsexual was missing an ‘s’ on signage), magazines (GUM from the ‘70s?), the Santa range of dildos, and Cottelli Collection playwear and ‘80s pop were all noted, alongside mobile staff who pretty much ignored me. Stock breadth, quality, and quirkiness offset the conventional presentation, wood-a-like flooring, and neutral-coloured walls.

Exceptional and inspiring.

An impressive shopping experience.

Ticks almost all of the right boxes.

Lacking some vital elements.

Memorable for the wrong reasons.

Íntimi Expo celebrates ten years of success

The 10th Íntimi Expo took place in São Paulo, Brazil, in March and it marked the occasion by setting a number of new records…

The 10th Íntimi Expo was staged in São Paulo, Brazil, from 8th – 10th March, cementing its position as the leading B2B show for the intimate and sensual market in Latin America.

Íntimi Expo has been a direct and positive influence on the sector, reflecting its evolution over the last decade, and the organisers say it is now recognised worldwide for its ‘constructive aesthetics, service, content, variety of companies and products, and encouragement of knowledge, training, and entrepreneurship’.

This year’s show set records in several areas: over 19,000 visitors passed through the doors of the Pro Magno Centro de Eventos, and 75 exhibitors –representing more than 270 brands – sold more than U$27 million in products during the three days of Íntimi.

In addition to the biggest and most important national brands, companies from Germany, England, the United States, China, Spain, and Japan, amongst others, were either exhibiting in their own booths or had representatives present.

“The entire fair environment is designed to encourage contacts and good business,” says Susi Guedes, organiser of the event.

Susi is more than just the show’s organiser: she is also its founder. A former fashion journalist and editor, she has become synonymous with the sector she showcases, not just in Brazil but worldwide, and her role as show organiser has helped transform the market and assisted the growth of many companies

in the intimate products, wellness, and sexual health sectors over the last 10 years.

According to Susi, the formerly marginalised lingerie and sensual products market has emerged from the underground in recent years and is now seen as beneficial to relationships and intimate health: “Technology became part of the fabrics and materials used, products began to be developed with both the health and pleasure of everyone as basic premises, and designs began to take into account ergonomics, functionality, comfort and style,” she says. “Communication has also transformed, which is evident in the packaging and names of products, stores, virtual environments, and forms of dissemination.”

This transformation has changed the way the sector is viewed. “Women have embraced their desires, men are reviewing their taboos, the LGBTQIA+ group has started to look for products suited to their orientation and couples have started to fulfil their fantasies,” Susi explains. “Imposing the label of ‘sin’ or ‘obscenity’ on products has come to be seen as ignorance, misogyny, and intolerance.”

SEBRAE, the Brazilian Micro and Small Business Support Service, was once again a partner in the event and, through its Mobile Unit, it presented a series of lectures, offered consultancy services, and worked in other ways to inspire entrepreneurs interested in entering the market or growing their business.

“Encouraging entrepreneurship is the basis of Íntimi Expo, which always opens its doors to encourage store owners and consultants,” explains Susi.

In Brazil, it is not uncommon for store owners and consultants to visit customers in their own homes, providing a personalised service to those who cannot, or choose not to, visit shops themselves.

“This group is mostly made up of women who make a difference in the sensual market, individually serving people at home who often still feel embarrassed to go to physical stores in person,” says Susi.

In addition to the 75 exhibitors and the SEBRAE unit, visitors to the 2024 event also had access

to the Parade Room, Dance Space, Theme Bar, stand-up comedy with scripts focused on sexuality, Fetiche Space with workshops on the topic, and Instagrammable Spaces.

New for 2024 was the launch of the Íntimi Awards, which recognised and rewarded those who were seen as the best at the show. There were more than 30 categories up for grabs, including Best Stand, Product, Service and Launch.

The next edition of Íntimi Expo is scheduled for the 21st – 23rd March 2025, but it will be at a different location in the Anhembi District of São Paulo.

“With its enormous and constant growth, Íntimi now needs a larger space,” explains Susi.

For more information visit www.intimiexpo.com.br

Images courtesy: Disclosure Íntimi ExpoPhotographer Wesley Rodrigo

IN BRIEF…

Berlin Bullet

Oninder

www.dreamlove.eu / www.scala-nl.com

Oninder has launched a vibrating bullet with a social network for sexual gamers. The Berlin bullet offers users nine vibration modes, while the Oninder app is a platform that facilitates meeting people with similar interests or for playing on as a couple.

According to the launch statement: “The platform analyses your preferences and connects you with like-minded people so you can fully enjoy your sexual games… Oninder is much more than a simple app for couple games, it’s a social network for sexual gamers that allows you to explore your fantasies in a safe and fun way.”

Body Wand Kit

CalExotics

www.calexotics.com

The design of the new Couture Collection Body Wand Kit might remind some people of a Henry Moore ‘family’ sculpture, particularly when lined up with its attachments, but a pleasing aesthetic is only part of the product’s appeal.

The waterproof silicone wand offers 10 speeds of vibration, and it will run for 55 minutes on high speed from a two-hour charge. A USB charging cord is included, and it also boasts a travel lock and a memory chip, which resumes on the last speed the user enjoyed.

Broadening its appeal further are the two accompanying attachments: a dual teaser and a triple teaser.

In the fast-moving world of pleasure products, it can be easy to lose track of who’s launching what, so here’s a brief recap of some of the most exciting recent releases…

Chika

Svakom

www.svakom.com

Chika offers rumbling vibrations in five modes, five intensities plus it features the Svakom Intelligent Mode, which is said to mimic the rhythm of sex. A Svakom spokesperson says the toy “captures the future direction of our sexual wellness products, with several of its features representing the standard for many later releases.”

Chika can be used with the Svakom app on a Bluetooth-enabled smart device, allowing users to customise settings as well as enjoy long-distance toy control and partner interaction. In addition, a heating function warms the shaft head to 38°C for increased relaxation at the contact area and heightened arousal.

Clit Ball Vibrator

Orion Wholesale

www.orion-wholesale.com

The waterproof and USB rechargeable Clit Ball Vibrator has a curved shaft and ball stimulator that form a unified vibrating unit that simultaneously pleasures the vagina, G-spot, and clitoris. Made from soft touch silicone, the two motors provide 10 vibration modes in both the shaft and the ball stimulator.

“The vibrator stimulates the vagina and G-spot perfectly with its wider, cone-shaped shaft,” said an Orion spokesperson. “The clitoris gets stimulated by the external ball stimulator at the same time. The flexible vibrator adapts to the anatomy and the body’s movements so that the vibrations can always be felt intensely.”

Cowgirl Cone COTR

https://ridethecowgirl.com

The Cowgirl Cone from COTR has the same basic shape as Twisted Products’ Cone of 2006 but it’s packed with today’s technology, and it comes with two attachments that transform the user experience: Saddle is curved to caress the perineum, clitoris, and vulva, while the phallic Alamo transforms the Cone into a penetrative sex machine that targets the G-Spot or P-Spot.

Waterproof and USB rechargeable, Cowgirl Cone offers 20 vibration modes and 10 intensity levels, which can be accessed either through the supplied remote control or a downloadable app.

COTR describes the device as an ergonomically designed choose-your-own pleasure adventure.

Dot Travel

LELO

www.lelo.com

LELO has introduced a new version of its Dot clitoral pinpoint vibe, the Dot Travel. A more compact version of the Dot, LELO says the toy is perfect for summer, and it expects it to prove popular with those planning solo trips, romantic getaways, or visits to places such as yoga retreats.

Dot Travel features Infinite Loop technology, that transfers revolutionary motions through its soft and bendable tip. Instead of moving in circles like the classical vibrators, Dot follows an elliptical trajectory, delivering constant surprises to the user.

Dot Travel is waterproof, USB rechargeable, and offers eight different modes.

Doxy Hot Pink

Creative Conceptions

www.creativeconceptions.co.uk

Doxy is celebrating its 10th year in business with the launch of the Doxy Hot Pink edition. Available on all Die Cast models, the hot neon pink with glitter finish has been created specifically for Doxy’s anniversary, and a percentage of its sales will be donated to Breast Cancer Awareness.

The vibrant colour represents the brand’s commitment to celebrating pleasure, empowerment and making a positive impact, according to sales and marketing director Leigh Dedhar: “We were deliberating for quite some time how we can commemorate our 10 years in business,” he said. “Breast Cancer Awareness is a charity we wanted to support.”

Electro Wand Glass Set /

Electro Wand Whip

Scala www.scala-nl.com

Joining Scala’s Taboom Luxury Bondage Essentials collection, the Electro Wand Glass Set comes with four different-shaped glass connectors, so users can enjoy a range of sensations, while the Electro Wand Whip delivers varying pulses, from soft to sharp, depending on the intensity setting.

“These unique Taboom e-stim devices are crafted to explore different levels of sensory and electrifying pleasure,” said a Scala spokesperson. “Electro-stimulation has the remarkable ability to awaken inactive nerve endings, gently dancing tingles across the body. Unlike typical electric shocks, the sensation feels more like a soft caress, delicately interacting with the skin.”

Eternal Collection

Orion Wholesale

www.orion-wholesale.com

Eternal is a range of five black silicone sex toys: Strong Thrusting Vibrator, Bendable G-Spot Vibrator, Inflatable Triple Vibrator (pictured), Inflatable Rabbit Vibrator, and Inflatable G-Spot Vibrator. All are USB rechargeable. The waterproof Strong Thrusting Vibrator has a shaft with a vibrating tip that also thrusts. The Bendable G-Spot Vibrator has a flexible shaft with a thicker stimulation head that can be bent into the desired position, while the thick vibrating tips of the Inflatable Triple Vibrator, Inflatable Rabbit Vibrator, and Inflatable G-Spot Vibrator can all be inflated to a larger size. All three have a motor to control the automatic pump function with pressure release.

Get Real Skin Collection

Scala

www.scala-nl.com

Distributor Scala says the ToyJoy Get Real Skin Collection of premium silicone dongs and dildos will elevate pleasure to new heights as it incorporates a movable foreskin feature. Scala states that while this concept might appear unconventional, it delivers an experience as close to the real thing as possible. Made from soft, body-safe silicone, the products are said to boast an incredibly lifelike texture and feel, making them the ideal substitute for those seeking a more authentic intimate encounter.

The collection is available in a range of sizes, from 15 cm to 23 cm, and each model comes with a canvas storage bag.

Gyrä

Nobü

www.nobutoys.com

Nobü has announced the launch of its new, vibrating grinding pad, the Gyrä. It features two vibrating mounds, powered independently, and its asymmetric design is said to provide targeted c-spot stimulation. “What I love most about this toy is its versatility,” said company representative Alexandra Bouchard. “Not only can you can use the Gyrä on a variety of different surfaces, but you get to control how much surface area you’re stimulating as well as the intensity of the vibrations, making it a great toy to experiment and grow with.”

Waterproof, the device is supplied with a wireless remote control.

Hard Boiled II

Tenga

https://tenga-group.com/en

Tenga has updated its Egg Series with the release of Hard Boiled II, which is designed for those who enjoy the stretchy material and intricate interior designs of the original Egg but prefer stronger stimulation. The Hard Boiled II Egg Series features six all-new interior designs: Spiral, Shiny II, Combo, Cone, Misty II, and Gear. Spiral is arranged like a spiral staircase, Shiny II has a sun shape with surrounding rays, Combo boasts delicate ribs and fine protrusions, Cone sports twisting edges, Misty II has an array of densely packed fine protrusions, while Gear has thick edges resembling gears.

Her Ultimate Pleasure Max

Orion Wholesale

www.orion-wholesale.com

Her Ultimate Pleasure Max is the latest version of Pipedream’s award-winning Her Ultimate Pleasure viral vibe, combining simultaneous licking, sucking, and tongue tickling, with an extra-long suction hose that puts the user’s partner in total control. Made from Elite silicone and powered by four independently controlled motors, the handheld silicone suction hose is long enough to use on any erogenous zone on the body, and its vibrating handle doubles as a controller for the licking/sucking/vibrating tongue – all of which have separate controls. The USB rechargeable device boasts three suction modes, seven tongue motion and vibration patterns, and 10 patterns of pulsating vibrations.

Jack Rabbit

CalExotics

www.calexotics.com

CalExotics is celebrating the 30th anniversary of its Jack Rabbit with the release of three new models: the Silicone Wave Motion Rabbit, the Silicone Suction Rabbit, and the Heated Silicone Triple Fantasy Rabbit. CalExotics describes the new models as, “A luxurious tribute to three decades of intimate delight, designed for those who seek both the familiarity of classic pleasure and the thrill of new sensations.”

Wave offers three speeds of wavy action, Suction delivers seven sucking functions, and Triple Fantasy has three speeds of thrusting. All three are USB rechargeable and offer seven functions of vibration, pulsation, and escalation.

Love Rabbit Farfalla Festival

Scala

www.scala-nl.com

Coinciding with the start of the festival season, ToyJoy has launched the Love Rabbit Farfalla Festival Vibrator. Made of body-safe silicone, the USB rechargeable rabbit offers seven modes of pulsation and three speeds of vibration.

A Scala spokesperson said: “Turn on the music, choose the right vibe, and start a love affair with your Love Rabbit. The Farfalla Festival from Love Rabbit is sexy, naughty, and intensely powerful and features a vibrating shaft and tickling clitoral stimulator. This enables the silhouette to hit all the right, pleasurable spots.”

Max Boost Pro Flow

Pipedream Products

https://wholesale.pipedreamproducts.com

The latest addition to Pipedream’s Pump Worx collection is the Max Boost Pro Flow, which is designed to elevate performance and confidence in intimate encounters.

Available in either white or blue colours, the waterproof Max Boost Pro Flow features LED pressure indicators that provide real-time feedback for optimal usage.

“This revolutionary power pump has a completely waterproof IPX6 rating, meaning unlike other power pumps on the market, it can be used in the shower, tub, or spa and can even be filled with water without you having to manually pump up the pressure,” said a Pipedream spokesperson.

Mini Wands

Orion Wholesale

www.orion-wholesale.com

Measuring just 12.7 cm, with a 5.6 cm massage head, the Mini Wands are small enough to fit in a handbag and they come in three fruity sorbet colours: berry, lemon, and mango. USB rechargeable, they sport a metallic look and feature a sparkly gem control button. “The Mini Wand is perfect for extensive massages and spot-on stimulation because of its flexible, velvety soft massage head,” said an Orion spokesperson. “Its powerful motor has 10 diverse vibration modes at the push of a button. The very powerful vibrations are intense in the massage head, but they can’t be felt in the handle.”

Mora Neo

Svakom

www.svakom.com

Part of Svakom’s Connexion Series, Mora Neo harnesses FeelTechnology, allowing users to ‘feel’ adult video content on their body or earn money as a webcam performer. It can also be used with the Svakom app on a Bluetooth-enabled smart device to customise settings as well as enjoy long-distance partner interaction.

In addition to its presets, Mora Neo includes the Svakom Intelligent Mode, which is said to mimic the rhythm of sex. Other features worthy of note are the soft-touch liquid silicone exterior, waterproof USB charging port, memory function, travel lock, and lights to indicate when recharging is required.

Nauti Vibrators

Net1on1 Wholesale

www.1on1wholesale.co.uk

There are five new Nauti products available now from Net1on1 Wholesale: Nauti Silicone Bullet Vibrator, Nauti Silicone Wand Vibrator, Nauti Silicone Rabbit Vibrator, Nauti Silicone G-Spot Vibrator, and Nauti Silicone Ribbed Vibrator. All are said to offer excellent value for money and great margins for retailers.

Sales director Sebastian Gonzalez said: “At Net1on1 Wholesale, we’re dedicated to bringing our customers the latest and greatest in adult pleasure products. With the exclusive launch of the Nauti brand, we’re excited to offer a premium selection of silicone vibrators that combine luxury, performance, and value. These products are sure to be a hit with both retailers and consumers alike.”

Pick Your Pleasure XL

Pipedream Products

https://wholesale.pipedreamproducts.com

The PDX Plus Pick Your Pleasure XL picks up where its predecessor left off. Pipedream says it is the largest handheld pocket pussy on the market. Like its sibling product, it features two close-ended textured love tunnels, and it is available in light and brown skin tones. It measures 9”/22.9 cm long, 5”/12.7 cm wide, 6”/15.2 cm high and weighs 2.7 lbs/1.2 kg.

“Made with our signature Fanta Flesh material, the Pick Your Pleasure XL stroker looks and feels better than the real thing,” said Pipedream. “Whether you’re craving pussy or ass, you’ll get exactly what you came for.”

Pleasure Throne Oral Sex Chair

XR Brands

www.xrbrands.com

The Pleasure Throne can handle up to 265 pounds and features an adjustable backrest and seat for the seated partner. For the submissive partner, it has an adjustable headrest and head cushions. It sports vegan leather, and it comes with an additional pair of cuffs and five carabiners.

“Queening chairs can be fun for anyone, and offering a variety of styles and price points is key for success in this category,” said XR Brands’ president Rebecca Weinberg. “These kinds of oral sex benches can be used for cunnilingus, analingus, face-sitting, smothering, tea-bagging, and more.”

Prestige ElectraLoops

ElectraStim/Mr S Leather www.electrastim.com

Following ElectraStim’s collaboration with Mr S Leather on the ‘World’s Most Comfortable Butt Plug’, the two brands have teamed up again to give Prestige ElectraLoops a new look. Originally available in red, silver and gold, this new co-branded edition sports a black anodized solid aluminium ‘choke’ with both brand logos laser-engraved into the surface.

“As one of the most requested colours for adding to the Prestige range, the black finish of the ElectraStim x Mr S Leather Prestige ElectraLoops is the perfect complement to any BDSM collection and an ideal accompaniment to the World’s Most Comfortable Electro Butt Plug,” the company said.

Pro-Thrust Max 14X

XR Brands

www.xrbrands.com

The Pro-Thrust Max 14X features an internal thrusting shaft that warms to 104 degrees Fahrenheit and an external stimulator that pulses against the clitoris with up to 7,000 RPMs of power.

“We are thrilled to be releasing a new rabbit from Shegasm that gives shoppers the thrusting they want with an unconventionally stimulating clitoral pulsator,” said XR Brands president Rebecca Weinberg. “Clitoral pulsing toys have taken the industry by storm, and we are glad to meet the demand for new, exciting air-powered toys. Retailers have embraced Shegasm as a go-to for air-powered pleasure, and we expect this new Pro-Thrust to please their customers.”

PSY

Aneros

www.aneros.com

Aneros describes PSY as the first ever adjustable prostate massager. It features a silicone coated, multi-contoured head, body and adjustable arms and tabs for users to create their own custom fit or preference. Aneros says PSY will be excellent for intermediate and advanced users.

Brent Aldon, director of sales and marketing for Aneros, commented: “The product came into fruition when we noticed a lot of our users would modify their Aneros devices to get the [right spot]. The new Aneros PSY resolves this issue. After many revisions and rigorous testing, we received our stamp of approval from our tester programme.”

Pup Teddy Bear Plush

XR Brands

www.xrbrands.com

Joining the Master Series of BDSM-themed bears is the Pup Teddy Bear Plush. The bear has light peach fur and wears a faux leather harness with metal O-rings along with a PU leather muzzle and hood. Attached to its collar is a metal chain leash.

XR Brands’ president Rebecca Weinberg said: “These Master Series plush bears are adorable. They make amazing gifts that go beyond gag or novelty – each bear is outfitted with specific BDSM gear, which means these bears make for clever home or bedroom décor that offers a fun way to express a distinctly kinky identity.”

Quickshot Turbo Blue Ice

Creative Conceptions

www.creativeconceptions.co.uk

Creative Conceptions is stocking Fleshlight’s latest version of its Quickshot Turbo male masturbation device. Blue Ice features an open-ended design to deliver a snug sucking and gripping sensation. It boasts Fleshlight’s patented suspended entry ring system, which latches on to the user’s member and invites them to go deeper.

In addition to offering solo pleasure, its non-anatomical design allows it to be employed as a blowjob enhancer by couples. Travel sized, its dual cap design means it can be easily cleaned afterwards.

RC Double Pleasure Love Balls

Orion Wholesale

www.orion-wholesale.com

The RC Double Pleasure Love Balls have two 10-speed silicone bullet vibrators - one smooth, one grooved –that are connected to each other with a flexible silicone strap – making them perfect for simultaneous vaginal and anal stimulation.

“The silicone strap fits snugly and almost invisibly around the perineum,” said an Orion spokesperson. “This means that the balls can also be worn discreetly under clothing.”

Waterproof and USB rechargeable, each bullet has ten vibration speeds which can be adjusted with the buttons on the remote control, which has a range of 15m, or by the button on the silicone strap.

RC G- & P-Spot Vibrator

Orion Wholesale

www.orion-wholesale.com

Orion Wholesale has added the RC G- & P-Spot Vibrator to its Sweet Smile collection. The device is designed to stimulate the G-spot and clitoris at the same time, and it can also pleasure the P-spot and the balls simultaneously.

Three quiet motors are located in the shaft and in the two ticklers of the combined stimulator. Each one offers seven vibration modes. These can be controlled with the remote control – shaft and stimulator separately or simultaneously – or via a button on the toy. The remote has a range of 10 metres and the vibe is waterproof and USB rechargeable.

RC Mini Vibrator with 4 Attachments

Orion Wholesale

www.orion-wholesale.com

This latest addition to Orion Wholesale’s Couples Choice collection consists of a G-spot dildo, a butt plug, a lay-on stimulator, a cock and ball ring with clitoris stimulator, and a bullet vibrator that can be inserted into any of the four toys. Also included in the pack is a remote control.

“All toys are made of silky soft silicone and are ergonomically shaped to perfection,” said an Orion spokesperson.

The USB rechargeable bullet offers 10 vibration modes which can be cycled through on the toy itself or selected using the remote control, which has a range of up to eight metres.

Realistic Vibrating Dildos

Loving Joy

www.1on1wholesale.co.uk

Loving Joy has added seven new items to its Realistic Vibrating Dildos collection. Each model boasts a lifelike design to ensure an immersive experience for users. Crafted from high-quality, odour-free TPE, all models are waterproof and multispeed. The 7” size is available in Black, Purple, Glow in the Dark and Vanilla, the 8” version is available in Brown, and the 9.5” size is available in Vanilla.

Net1on1 Wholesale sales director Sebastian Gonzalez commented: “With lifelike design, customisable intensity, and waterproof construction as well as exceptional value for money, these dildos are a must if you want perennial bestsellers that offer great margins.”

Rock Bottom Collection

CalExotics

www.calexotics.com

Rock Bottom is a new collection of USB rechargeable anal probes from CalExotics. There are five models in the collection: Pop Probe [pictured], Perfect Probe, Curved Probe, Tapered Probe, and Beaded Probe. Pop Probe features a bulbous design, Perfect Probe has a more traditional shape, Curved Probe is, intended for enhanced prostate stimulation, Tapered Probe is, unsurprisingly, tapered, while Beaded Probe features three distinct beads. All five models come in eye-catching fluorescently coloured boxes and boast 10 functions of vibration, pulsation, and escalation. A complete charge takes 1.5 hours and delivers between 80 minutes (high) and 100 minutes (low) of action.

Rävi

Nobü www.nobutoys.com

Rävi is a new rippling rabbit dual vibe which is waterproof, rechargeable, and made with medical grade silicone. Rävi boasts three motors, strategically positioned to target the C-spot and G-Spot. Part of the company’s Essentials Collection, Nobü says what really sets the new device apart from its competitors is its textured, waving shaft.

“Using the latest in ripple motion technology, the Rävi combines powerful vibrations with a unique waving sensation, offering unparalleled internal stimulation on top of all the added features you know and love from a classic dual vibe,” a company spokesperson said.

Secret Seduction

Viben Toys

www.vibentoys.com

According to Viben, this toy will elevate the experience of personal pleasure to unprecedented levels, blending cutting-edge technology with unparalleled design elegance. Splashproof and USB rechargeable, it features a magnetic fastener to keep it in place and it offers nine vibrating patterns.

“At Viben Toys, we believe that exploring one’s pleasure should be a journey of discovery, empowerment, and joy,” said Bonnie Feingold, CEO of Viben. “With Secret Seduction, we’ve pushed the boundaries for the intimate experience, offering an exquisite tool for that exploration. This isn’t just about a new product; it’s about opening up new possibilities for intimacy and connection.”

Sit-On Climaxer

Orion Wholesale

www.orion-wholesale.com

The Sit-On Climaxer from The Banger is a hands-free sex machine which is adjustable in both angle and position.

“When it comes to sex machines, the products from The Banger are always a great choice,” said an Orion spokesperson. “The new Sit-On Climaxer is versatile, variable, and comfortable at the same time, because the powerful sex machine is built into a sturdy, stable seat frame.”

It comes with a realistic dildo and the wired remote control has a rotary dial to control the thrusting. Mains powered, the device comes with an AC/DC adapter for AUS, US, UK, EU, USB, and USB-C.

Slow Sex CBD-Infused Oils

Bijoux Indiscrets

www.bijouxindiscrets

Arousal Sex Oil with CBD, a sensitising oil for solo or partner sex, and Oral Sex Oil with CBD, a flavoured, edible oil to enhance oral sex for giver and receiver, have been added to Bijoux Indiscrets’ Slow Sex range. Company co-founder Elsa Viegas commented: “Stress can significantly impact sexual wellbeing, leading to tension and anxiety that diminish pleasure. CBD oils, or cannabidiol, have shown promise in reducing stress and promoting relaxation.”

She added that by interacting with the human body’s endocannabinoid system, which helps regulate functions like appetite, mood, memory, and reproductive function, CBD may help create a more relaxed state.

Spire and Twist

Rocks-Off https://rocks-off.com

Rocks-Off’s new cock rings are made from liquid silicone. Spire features ten vibration and pulsation levels and is magnetically USB rechargeable. A two-hour charge will deliver two hours of play. It measures 63 mm x 85 mm and weighs 68g. Rocks-Off says Spire’s flexible design fits all body shapes and sizes, and it can stimulate both partners during sex as well as enhance oral sex and masturbation.

Twist is said to mimic the feel of real skin and will stretch to fit. It weighs just 26g and measures 59 mm x 59 mm. Both rings are supplied in plastic-free packaging.

Spread My Tight Pussy

Pipedream Products

https://wholesale.pipedreamproducts.com

Spread My Tight Pussy is the latest Mega Masturbator to join Pipedream’s PDX Plus collection. Made from Pipedream’s proprietary Fanta-Flesh ultra-premium TPE, which warms to the touch and is compatible with water-based lubricants, it mimics the look and feel of the real thing and offer users the choice of two textured love tunnels.

Weighing over 14 pounds and available in light and tan skin tones, Spread My Tight Pussy features fingers exposing a sculpted vulva and anus. Hand-moulded from a real-life starlet, both entrance holes are close-ended and lined with rows of tiny ticklers.

Startroopers Collection

Tonga www.tongabv.com

Tonga has added six new models to its Dreamtoys Startroopers collection. The new additions are Milky Way three-piece plug kit, Hubble beaded vibe, Triton grooved plug, Pluto vibrating plug, Titan rotating and vibrating plug, and Astronaut flexible vibe. These join the six Startroopers models released in Q1: Shuttle P-spot vibe, Venus rotating anal plug, Apollo vibrating anal beads, Atomic prostate massager, Mars advanced vibrating anal training kit, and Voyager prostate massager.

“With the newly added toys this collection offers anal stimulation for everyone, no matter what cosmic shape they prefer,” said a Tonga spokesperson. “The journey to intergalactic bliss continues!”

Superhero

Scala

www.scala-nl.com

The ToyJoy Superhero Couples C-ring boasts two motors, each featuring three vibration speeds and seven different vibrating patterns.

“The ToyJoy Designer Edition collection caters for those who seek quality toys with a modern aesthetic,” said a Scala spokesperson. “This collection, with its non-intimidating look and feel, coupled with trendy details, has been a favourite among pleasure enthusiasts, and now this marvel of design and technology is here.”

The vibrations massage the penis shaft and testicles while the vibrating ears are placed to caress the clitoris. Alternatively, it can be positioned so the ears tickle the balls, or the perineum is massaged.

Symphony

Viben Toys

www.vibentoys.com

New from Viben Toys is Symphony, a vibrator with a swivelling rabbit extension that can be used for either clitoral vibration or suction stimulation. Made from silicone, it is USB rechargeable and splashproof, and offers seven vibration patterns and three speeds.

“Equipped with three independent motors, Symphony is an orchestra of pleasure combining intense rhythmic reverberations with clitoral suction or vibration stimulation,” said a Viben spokesperson. “Symphony is designed for those who seek to enrich their intimate moments in harmony with their deepest desires.”

Uni

Tenga

https://tenga-group.com/en

Uni is Tenga’s first unisex pleasure product. The device is not only gender neutral, but reversible, and can be enjoyed solo or with a partner for both penile and clitoral stimulation.

The pliable, stretchy material can be placed on the fingers to stimulate the female genitalia or turned inside-out and worn by a male. The shapes and colours are inspired by jewellery and are Emerald, Diamond, Topaz, and Amethyst. Emerald features large lateral steps, Diamond sports small evenly arranged pyramids to simulate delicate stroking, Topaz offers round details for a rolling and bouncing stimulation, while Amethyst has a square cut to provide a wrapped sensation.

Unihorn Toy Cleaner / Skins Cleanse

Creative Conceptions

www.creativeconceptions.co.uk

Unihorn Toy Cleaner carries the same colourful imagery as Creative Conceptions’ popular Unihorn sex toys collection, so will be an easy add-on sale at point of purchase, while Skins Cleanse will complement the more pharmaceutical-looking Skins sex toys and condom ranges.

“Our best sex toy cleaning spray is non-sticky and easy to use and is a fantastic product to upsell with the [branded] toys,” said a Creative Conceptions spokesperson. “Run a promotion, sell as a bundle, or advertise alone, there are plenty of sales opportunities for our sex toy cleaning spray.”

IN BRIEF... Lingerie

Bridal Collection

Orion Wholesale

www.orion-wholesale.com

With the wedding season in full swing, Orion has chosen the perfect time to add the Bridal Collection from Obsessive to its catalogue.

The collection includes a playful babydoll, a flattering teddy, a seductive lingerie set, and a romantic peignoir.

Accessories such as the classic garter, romantic gloves, sexy briefs, seductive suspender belts, and hold-up stockings add the finishing touch to the bridal assortment.

“Exceptional quality is combined with unique lingerie designs that radiate individuality and femininity,” an Orion spokesperson said.

Orion distributes Obsessive on an exclusive basis in Germany, Austria, Denmark, Norway, Finland, Sweden, Iceland, the United Kingdom, and Ireland.

Daisy Collection

Magic Silk

www.magicsilk.com

Daisy is a new line of retro flower printed garments made with stretch mesh that feature bright lilac elastic and a backlight reflective daisy design with looped elastic detail. Adornments include adjustable straps, daisy trim, elastic loop faux lacing, swan hooks and hook & eye closures.

There are four different styles: Halter Bralette & Tanga set, Bra & Thong set, Body Suit with Snap Crotch, and Dress & Tanga set. Two matching sets of panties, Split Crotch Thong and Tanga, are available separately.

All garments come in white mesh with lilac and pink daisies, in sizes S/M, L/XL and Queen.

Flirty Hearts

Magic Silk

www.magicsilk.com

Kissable Lingerie

Orion Wholesale

www.orion-wholesale.com

New from Magic Silk is Flirty Hearts, a design that pairs heart-embossed stretch mesh with gold heart chain hardware.

Four styles are available: One Shoulder High Leg Teddy, Cut-Out Flutter Chemise & G-string, Flutter Skirt and G-string and Flutter Baby Doll & High Leg Tanga. Complementing them are two new panties, which are available separately: Ultra Low-Rise Micro Thong and Open Back Crotchless Panty. All garments come in bright neon blue sugar in S/M, L/XL, and Queen sizes.

Get It Girl

Magic Silk

www.magicsilk.com

The Get It Girl collection consists of four styles: Demi Bra, Skirt & Thong, Plunge Chemise & G-string, Halter Teddy, and Peek-A-Boo Bralette & Split Crotch

Boy Short.

“Get It Girl is a lacey and feminine undergarment that blends timeless styling and modern fashion,” a Magic Silk spokesperson said. “Stretch lace galloons are designed to enhance flirty scalloped edges, and combine with soft, shiny elastic strap details. Satin bows and lace flourishes embellish with relish. More is more, of course, and gold hardware gilds the lily nicely, along with adjustable straps, satin ribbon bows, swan hooks and hook & eye closures.”

The new Kissable Lingerie collection consists of four pieces: a suspender body, a babydoll, a lingerie set, and a kimono.

The suspender body is made of fine red lace with gold-coloured highlights and details, while the babydoll has red transparent floral lace on the top and fine powernet on the skirt. The black lace with gold details lingerie set consists of a soft bra, suspender belt & thong and the kimono is made from transparent powernet with lace inserts on the shoulders, long sleeves and hem.

Orion says the brand is aimed at young women who want “irresistible seduction with maximum comfort”.

Lace Bodysuit with Open Crotch Scala

www.scala-nl.com

The Daring Intimates Lace Bodysuit with Open Crotch is made from a stretchable fabric, to ensure comfort and a flattering fit, and is adorned with bow accents. According to distributor Scala, this garment is not just an item of lingerie, it’s a statement of confidence. “The lace detailing adds an element of elegance, while the open crotch design boldly ignites passion and intrigue, promising an unforgettable experience,” a spokesperson said. “This lace bodysuit is a symbol of empowerment—a catalyst for awakening your inner confidence and embracing your sensuality. Let yourself be captivated by its irresistible allure and let your inner goddess shine.”

Business to business: how one sale can lead to a lifetime of revenue

How much are your customers worth to you? The answer could be a lot more than you think, as Adam Bernstein explains…

We can all be very short-termist in our outlook. We invariably want jam today as well as jam tomorrow. And so it is with how we often view customers – we rather mercenarily look at what they’re worth to us now rather than looking to see just how valuable they could be over the time that we deal with them. But knowing a customer’s true lifetime value can be a real eye-opener. As we will see, a simple transaction may be vastly more rewarding in the long run and knowing this helps us both understand how much can be spent on finding new customers, and why each should be placed on a pedestal.

The meaning of lifetime value

The lifetime value of a customer is easy to define. Very simply, it’s the value that a customer will add to your bottom line over the time that you have a trading relationship with them. And the best part of the concept is that it’s very easy to work out once the few elements of the calculation are established.

To start with, you need to know your average sale

value. For the sake of simplicity, just divide your turnover by the number of sales you make in an average year. For the example below a nominal value of £50 is used.

Next you need to consider the percentage that makes up your profit margin. The calculation assumes a 50% margin.

It’s also important to understand how often a customer will buy from you – this will become the purchase frequency in the example. This can be worked out by dividing turnover by the number of unique customers that you serve in a year. For our purposes we’re going to assume that customers buy three times a year. The calculation also needs to consider just how long your relationships last – the lifespan. This is harder to work out, but it’s not beyond the realms of reason to assume three years which is what the example uses. But the calculation goes further. A customer can both spend with you and recommend you on to others who in turn will both spend with you also make additional referrals; this can make a huge difference to how valuable they are to you. Knowing this and knowing who your happy customers are means that you should ask them if they wouldn’t mind making referrals on

your behalf. Over the course of a trading year, it’s quite reasonable to expect two referrals a year from an existing customer – and this is the number the example uses.

The last piece of information required to perform the calculation is an understanding of the referrals conversion rate. In other words, how many referrals actually go on to buy from you. Not all will and 50% is a fair assumption to make.

The calculation

With the information gathered, you can now work out, through four small calculations, just how valuable a customer can be over their lifetime.

Firstly, there’s annual profit from each average customer. This is worked out as (average sale value x profit margin) x (purchase frequency). In the example this is (£50 x 50%) x (3) = £75.

Next comes the lifetime profit which is (annual profit from each average customer) x (lifespan) or (£75) x (3) = £225.

Thirdly, we need to know the referrals value which is calculated from (referrals x referrals conversion

rate) x (lifetime profit). Because successful referrals become customers, we can work this out as being (2 x 50%) x £225 = £225.

With these calculations complete we can now work out the true lifetime value of customers using (lifetime profit) + (referrals value). In the example this is (£225) + (£225) = £450.

The maths looks complex, but the cold hard cash reality of the calculation is shocking. A simple one-off £50 sale can be worth £450 in profit. And to drive the point home, that number can become much larger if the retailer can cut the costs of promotion through lower advertising spend combined with better promotions to existing customers.

Use the calculation to best effect

You should be able to see – as clear as day – just how important it is to win each customer and more importantly, do everything you can to retain them while keeping them happy. You have the choice of spending a lifetime making one-off sales or developing the customers you presently have and selling them more at a lower cost at the same or an increased margin. The process also demonstrates how much better off you would be if you ask customers to refer you on to others and then, over time, ask those referrals to refer you on too. In the example worked out earlier, just one referral increased the lifetime value of the original customer by 100%.

By establishing the lifetime value of a customer you’ve also gained an insight into how much you might want to spend winning a new customer. In our example, based on a £50 sale with 50% margin, you could afford

to spend £25 to win a customer because if handled correctly, they could be worth £450 over three years. This is precisely why the banks can afford to give new customers £150 to join them – they know the costs of marketing and they’ve worked out what each customer could spend on financial products. But there’s more to calculating a customer’s lifetime value. Think how much those numbers could be improved if the retailer could alter some of the metrics used to make the calculation.

Consider the following where you:

Raise the average sale value by 10%

Improve the margin by just 10% too.

Make just one more additional sale to each customer each year.

Keep the customer for four, not three years. Improve on the referrals by say, 100%, one more in the example.

What would this mean for you?

• Increase the annual profit from a customer to £132. Increase the profit earned from a typical customer in their lifetime to £528.

• Increase the value of referrals to £792.

• Increase the lifetime value for your typical customer to £1,320.

This huge increase in the lifetime value of an average customer is the function of small but simple steps aimed at winning customers and keeping them happy combined with better sales effort.

Irrespective of the lifetime value calculation, every customer should be revered and cherished as every sale counts. But when viewed through the prism of their lifetime value, customers become as prized as diamonds. So, make the calculation for yourself, make a few changes and see what happens to your bottom line.

DEALING WITH ANGRY CUSTOMERS

Generating a lifetime of value from customers necessitates keeping them happy. However, no matter how good you, your shop and your people are, you will occasionally encounter an angry customer. A normally reasonable, happy individual transforms into someone demanding satisfaction. How do you deal with this?

There are two traditional ways. The first is to immediately apologise, accepting the blame fully, and doing everything they ask to satisfy them. Another approach is to become angry back at the customer and deny all responsibility.

The reality is that it may not be your fault, but it’s still your problem. Even if it is your fault, don’t take the complaint personally. Customers complain because they want you to address a perceived shortcoming so that they can continue to give you their custom. Resist the temptation to fight back because even if you win the battle you’ll lose the war.

In order to address the problem, you’ll need to know exactly what it is. As in other spheres of life, listening is a key skill. Besides giving you some insight into the reason for the customer’s distress, it also helps to calm some of the initial anger they’re feeling. Let the complainant express themselves - don’t stop them mid-flow. Let them vent their anger.

When your customer has finished, explain that you understand why they’re upset and that you’ll help. Clarify your understanding of their problem and step into their shoes. Decide whether their complaint is justified.

Don’t automatically accept blame before you know that it’s warranted. But if it is clearly your fault then admit it early in the process.

Think about how best to solve the problem. If you need some time to come up with a response, then tell them so and commit to getting back to them in a specified timescale - and do so. When you have a suggested solution then agree with the customer the steps you’ll take and the timescale. Assure them that you’ll take personal responsibility for seeing the resolution through.

Consider asking the customer to put their complaint down in writing so that you can better understand and address it. This will help you to focus upon an agreed solution.

Fundamentally, customers who take the time to complain are generally telling you that they want to continue doing business with you - but with some changes.

renee denyer Shop Talk:

Renee Denyer, customer engagement manager of the multi-award winning Sh! Women’s Store, reports on her time at WeWork with frisky lesbians, working with Tenga for Uni, the power of ON, and her troubles with Amazon…

Sh! founder Ky Hoyle was recently invited to give a speech at an LGBT event for female entrepreneurs, and I tagged along. Hosted at the fabulous WeWork building in Waterloo, we spent the day on the 9th floor, eating free gelato and talking about sex toys. The organiser had cheerfully agreed for us to bring dildos but seemed a bit (a lot) taken aback when she spotted our colourful offerings.

Picturing a handful of dildos in your mind isn’t the same as seeing them displayed front and centre. (In broad daylight, nonetheless.) Other businesses handed out free lanyards, badges and sunscreen. We didn’t bring freebies (gotta make some money, not give it away!), but our table was by far the most popular. I missed Ky’s speech as I was busy guarding dildos against frisky lesbians.

We’re doing a collab (check me out - using the lingo!) with the lovely Tenga folks for Pride this summer. Tenga is throwing rainbow glitter over LGBTQIA+ businesses, and Sh! is, quite rightly, on their gaydar. Ky & I met up with Ikenna and Maria on Zoom to discuss ideas. During the chat, they shared the deets of their latest product, Tenga Uni, a collection of soft finger toys designed as gemstones in bright colours. These UNIsex and UNIversal (clever!) finger sleeves are fabulous for peeps who want to experience the sensuality of Tenga Eggs but lack a dick. (The penis envy is strong with this one!) I usually suggest turning a Tenga Egg inside out for women and vulva owners, but these cuties are even better! Uni are single-use, disposable products – pop one in your bag or pocket, and be ready to level up your fingering game at the drop of a pair of panties! My plan is to sell loads of these to the lez gals. Obviously. I wish we’d had Tenga Uni at the WeWork event - it could have been a very different kind of get-together!

Party ON, people!

I’m also very excited about Sensuva ON Hemp. I swear by ON Arousal Oil for any clitoris that is refusing to climax. My trick is letting customers try a tiny drop on their tongue or inside of their lips. After much giggling and drooling, they usually buy a bottle (Oh, how I love an easy sell!). Ky has ordered the Hemp version for the website, which I think will sell equally well. Hemp Seed is gentle on the skin, moisturising, and full of healthy vitamins, nutrients, and fatty acids. Even stubborn clits will love it!

I may possibly bring Sensuva Oil to an upcoming training day for junior specialists in palliative care. I have received a special invitation to give a session on how to approach intimacy and sexual issues with patients diagnosed with life-limiting conditions.

The doctor who contacted me after hearing me on Untold Pleasure (Cancer, Sex & Intimacy podcast) admitted that they were all too aware that healthcare professionals are often less than forward when it comes to talking about sex with patients. They feel awkward or unequipped to do it well – so they avoid it altogether.

Pleasure can be a crucial part of life regardless of health status. Of course, not everyone is keen, which is fine. But, for those who find pleasure an essential part of their overall wellbeing, information must be readily available. If healthcare staff feel uncomfortable talking about sex, they need to signpost to places like Sh! We welcome questions and will do our best to help find solutions.

I plan on building the session around advice on how best to support patients to maintain intimacy through illness and treatment. We’ll cover sex-positive language, when and how to ask if a patient wants to talk about sex, the necessity of lube and basic pleasure product knowledge. I can only fit in so much within my allotted time (I really need a whole day!), so I hope they are fast learners.

I haven’t finished my notes and prep work yet, but Satisfyer Pro 2 Classic Blossom Rose will definitely be coming along. This gorgeous dual suction and tapping vibe is a new bestseller, and I’m obsessed with it. Smooth silicone, rechargeable, and waterproof – I think having a fully charged Blossom on your bedside table would brighten any day!

Working harder, not smarter

So… Let’s pivot. Who else is having issues with Amazon? These people are not fast learners, are they? Shipping to Spain and Portugal has become a pain, with most parcels being returned by Customs. We’re now required to add the customer’s personal ID reference detail to parcels destined for Portugal. This sounds easy enough – but most Portuguese customers don’t know what their ID ref is or why they even need it (to release their parcel from Customs). Confused customers have asked me to create ID numbers for them, but I’m pretty sure this would make me a criminal.

Also, Amazon has unhelpfully removed the refund button from order pages (what?!), so I can no longer process refunds as the unclaimed parcels are coming back. Mind-boggling! Instead, customers have to initiate refund requests, which Amazon then investigates. Clearly, Amazon likes to work harder, not smarter. I am, of course, keeping the Amazon business helpdesk busy with my many complaints. And finally… “Hello darlink, I want to be porn star.” The heavy European accent would be intimidating in a dark alleyway in Shoreditch, but thankfully the voice belongs to a caller. I tell him I’m not the right person to help as I “sell pizza.” He’s stunned into silence, probably worried he has called his local takeaway by mistake. I’m not a talent scout – and I have enough salami, thank you.

Gen Zers are all about being real with their cash and learning. They’re not into flashy spending or empty promises—they want value and a sense of community, and most of all, they hate being censored.

These total tech heads of the latest generation are not only about empty stare scrolling. They have a heart for social issues and a strong sense of doing their own thing. Born roughly between ‘95 and 2010, they are straight-up digital natives. Like, from the get-go, they’ve been vibing’ with the internet, social media, and mobile tech. It’s basically in their DNA. You might be like, “Nah, Gen Z aren’t the ones making serious purchases,” but let me hit you with some stats. In the second quarter of 2023, around 39% of Gen Z shoppers worldwide were straight-up vibing with buying erotic goodies and toys online. But Boomers? Only about 14% of them were actively purchasing.

However, to capture the attention of the Gen Z generation within your e-commerce realm, you will need more than TikTok dances and basic ad targeting. Traditional marketing tactics don’t easily sway this demographic (or their wallets) as you’ve got to delve deeper into their behavioural characteristics. Think of it as tending to the soil before the harvest: you’ve got to invest time in understanding personalised values before offering recommendations. So, in essence, once you’ve decoded behaviour patterns, your platform could potentially dish out tailored product suggestions that resonate with individual Gen Z preferences, all based on user interactions.

The question is… how?

Integrating e-commerce experiences for pleasure products with gamification solutions could be the answer.

Think for a moment. You’re steering towards a generation raised on gamification, where reward systems and challenges can nudge them to take action, such as making purchases. Obviously, if they are infused with proper value. Speaking of education, games are an engaging medium for enlightening users about pleasure products. They break down features and benefits in a playful and approachable manner. Just look at startups like Quycky or Love and Lust Game, which have successfully woven gamification into their pleasure business models.

These savvy startups grasp the importance of fostering a gaming community around pleasure products, encouraging repeat purchases as users forge connections and a sense of belonging and challenge. This solution is perfect because it combines

SILICONE Valley

Ola Miedzynska

Ola Miedzynska explores how brands can capture Gen Z’s interest by introducing gamified pleasure into their e-commerce offering…

sex education, playfulness, challenge and, of course… growing traffic.

There is something more about it. Gen Z is all about breaking down stereotypes. They perfectly realise that sex doesn’t have to follow old-school rules. So, yeah, sex toys are still very much in the game, but the expectations and style of purchase have changed.

Opportunities to connect

Let’s stop here for a moment and discuss the sense of belonging.

Multiplayer games and social features create spaces where users can interact, share experiences, recommend products, or share their experiences directly with other users in real-time. These apps and games offer engaging challenges, playful interactions, and the opportunity to connect with a community or partners.

They are literally based on the concept of connectivity, which is completely opposite to how Boomers and Millennials integrated themselves with the pleasure product market.

Now, I’m not exactly a product reviewer, but let me tell you, after all my years in the biz, I’ve amassed quite a collection of pleasure products. Well, I did, until some rascal swiped the lot from our office storage last month. It still hurts, by the way...

But anyway, thanks to my line of work, I’ve become a sort of anointed go-to ‘guru’ among friends seeking advice on which pleasure product to purchase. It’s like being the cool kid at the party, except instead of being cool, you’re just really good at picking out vibrators. Well, seeing as most of my folks are either Millennials or Boomers, relying on good old-fashioned personal recommendations feels like second nature. It’s how we’ve always shopped, really. We trust our friends to point us in the right direction. It might seem a bit daft nowadays, but old habits die hard, don’t they?

Well, with Gen Z, it’s a whole new ball game. They’re diving headfirst into online sex ed content, all about exploring pleasure, connecting with other people online, and soaking up those valuable video and audio nuggets. They’re out there creating their own reviews, tagging brands in their reels and stories, and even cooking up online contests with sex toys.

They’re not stashing their vibrators in a double sock or under the bed in a box labelled ‘Xmas decorations’ (btw I don’t recommend that strategy).

And this is where gamification really shines! It’s like having a backstage pass to personal preferences, behaviour quirks, and juicy engagement stats. With this intel, you can tweak your marketing strategies and product offerings to fit Gen Z like a glove.

Here’s another perspective on teaming up with sex-ed gaming platforms. It’s all about the ongoing battle of making your product shine bright in the mainstream while navigating through advertising restrictions. Adult content faces constant roadblocks on many social channels, with shadowbanning lurking in the shadows and ads burning holes in your pocket. To boost brand awareness and tap into new audiences, you’ve got to keep creative solutions flowing.

Teaming up with gamified platforms offers a unique avenue for brand differentiation. It’s still an uncrowded space, relatively untouched by competitors, offering a distinctive and engaging shopping experience with no shadowbanning, established traffic that draws in new users and keeps them returning for more.

Think about it. You’ve got points, loyalty perks, referrals, quizzes, scavenger hunts, and reviews. It’s like a jackpot of engagement tactics. And guess what? You don’t even have to invent this wheel.

Ola Miedzynska

Founder SX Tech EU, SXPR www.sxtech.eu www.sxpr.eu

tracey whitmore Shop Talk:

Tracey Whitmore, of Aylesford’s award-winning Vibez Adult Boutique, is having a clear-out in her store – and she’s even dumping some of her bestselling product ranges…

We have been slowly emerging from our cocoons after the loooooong winter period. Long is not a bad thing though, as the winter months are the most prosperous and all of those long, dark days and evenings bring out the sexy demons, which in turn is great for business. And with energy costs currently through the ceiling, why not just swing from it and keep the costs down?

After dusting off the damp cobwebs of January and February, it’s always great to have a spring clean, which means the annual delivery of a monster skip bigger than a house and time to be ruthless. This is the time of year where we can no longer enter over the threshold of the storeroom. Being maximalist magpies, we always accumulate many ‘treasures’ over the year and our storeroom is now a replica of an antiques shop. Do we really need seven antique typewriters Chris??

Although a chore, there’s always a hidden surprise or two amidst the abyss of old stock, displays, boxes of paperwork, beheaded mannequins… and typewriters!

Summer Vibez

We are planning on giving the whole store a little aesthetic treatment as the spring/summer season slowly warms our frisky bones and the frolicking truly begins. This painless process involves an update and restock of our very popular Kinky Closet upstairs. We are introducing new ranges and a new sexy burlesque area fully stocked with everything you could possibly need for a striptease to rival any striptease…. skirts, ruffle knickers, girdles, corsets, gloves, nipple tassels, blindfolds, lashes, feather boas, wigs, shoes and much much more!

Our Dressing Room of Dreams now resembles something out of RuPaul’s Drag Race and Chris is like a pig in poo. The whole store is going to get a good licking and general tart up (all done on a budget obvs). Hopefully in the autumn we will be getting our longawaited new floor too, so lots of work to do this year. And it’s not just the store that is getting a little work done…. our exciting new website is hopefully going to be up and running by the summer so watch this space! This is very time consuming, as we do everything in house (we don’t trust anyone else to touch our precious things).

Brands selling direct

Out with the old and in with the new… It’s time to say goodbye to some of our bestselling ranges too… I know, mad right? Well, the truth is unfortunately we cannot compete when our direct competition is a distributor not sticking to MRPs.

We feel very saddened that some brands and companies in this industry feel the need to sell direct to the public rather than use a bricks and mortar retailer to showcase and present their products.

We are having so many instances where the customer is trying to get us to price match a product that we can’t even buy for that price wholesale. This not only cheapens the brand, but it also leaves us poor bricks and mortals, who do nothing but support and promote and protect the brands and products, with no alternative but to remove those products from our store and website.

It’s heartbreaking to think that these poor, defenceless orphan products are being farmed out to God knows who for a lifetime of abuse and disrespect. Are we the only store that feels so personally about our products that we actually care which foster home they end up in? We are just a little island here in UK, you have the rest of the world: leave us a piece, please!

Finally, Vibez will be turning 19 this summer, and although we have no plans to mark the occasion as yet, we are known for our spontaneity, so anything is possible last minute. So once again, watch this space! We were unfortunately unable to make EroSpain this year but hope that everyone had a great show and a good catch up. We are still praying for something a little closer to home ‘cos we miss everyone!

The Long Read: Publicity Rules

In another exclusive extract from his book, From Sex Shops To Supermarkets: How Adult Toys Became A Multi-Billion-Pound Industry, Dale Bradford discusses the power of PR…

In a 2014 article for Forbes.com about the difference between advertising and PR, Robert Wynne began with: “Advertising is what you pay for, publicity is what you pray for.”

It’s a snappy soundbite, and although it came from someone who describes himself as a ‘public relations professional’ that doesn’t mean it isn’t true. In a less concise nutshell, the difference between advertising and PR is: if I want to take out a full page in The Guardian newspaper to tell its readership how great I am it will cost me £18,000 (2021 ratecard), but if that same publication devotes a full page of editorial to me it will cost me nothing. As long as the story is positive of course – if the writer portrays me as a bit of a dick, it could cost me plenty.

Assuming I’m not a dick, the editorial page will not only save me the cost of a brand-new Volkswagen Polo (£18,575 when this was written), but it could also be significantly more effective than the advertisement. Returning to Robert Wynne’s article, he quotes Michael Levine, author of the book Guerrilla PR, as saying: “The idea is the believability of an article versus an

advertisement. Depending on how you measure and monitor an article, it is between 10 times and 100 times more valuable than an advertisement.”

In other words, while it’s easy to tell people positive stories about yourself, those stories will be more credible if someone else is telling them. But comparing the two forms of promotion was historically pretty tricky for sellers of sex toys because, certainly in the noughties, so many branches of the media refused to help them spend their marketing budget. But PR can, on its own, be wonderfully effective. For instance, do you know the size of Tesla’s advertising budget? It’s actually zero, but is there anyone who doesn’t know what a Tesla is?

Why them?

During the noughties, a question I was often asked by other retailers was: “Why does Lovehoney get so much press coverage?”

Sometimes this question was asked by people with very similar business models to Lovehoney, who were

selling similar products at similar prices, but the media was failing to beat a path to their door or asking them for products to include in their ‘Top Ten Sexy Toys To Spice Up Valentine’s Day’ features.

The reason Lovehoney got so much coverage was that it knew what the media was looking for, and it provided it. Lovehoney co-founder (and former journalist) Richard Longhurst told me in a May 2017 interview: “Essentially all journalists are lazy. So if you can deliver to them a brilliant story with a great headline and a fantastic photo they will put it in their newspaper, magazine, or on their website. And so we spent a lot of effort coming up with what we call ‘wheezes’ – inventive things that will give newspapers and magazines an excuse to write about us.”

I bristled at Richard’s use of the word ‘lazy’, suggesting the term ‘overworked and underpaid’ would be more appropriate, and Richard replied: “Efficiency is the economy of effort, Dale… I was as lazy as the next one.”

So well written and targeted were Lovehoney press releases that the time-poor journalist could indeed just copy and paste their contents directly into layout

software to create an instant story.

I first encountered a Lovehoney ‘wheeze’ in 2004, when it was just one of many websites selling sex toys. In June of that year, it sponsored a pink Reliant Robin, styled like Lady Penelope’s FAB 1 Rolls Royce from Thunderbirds, which was raising money for the Breakthrough Breast Cancer charity. The two female co-drivers were embarking on a 4,000-mile journey to deliver free condoms and sex toys to Eastern Europe. The article arrived fully formed, requiring very little editing to adopt into a house style, and it came with an image of one of the ladies, dressed in a vibrant pink jump suit, on the bonnet of the car. Now what editor could resist that?

It was a foretaste of what was to come, with some of Lovehoney’s greatest hits being its Rabbit Amnesty [sex toy recycling scheme], Britain’s Sexiest Towns [the areas of the UK that buy the most sex toys] and its Design A Sex Toy competitions [this man has earned £x from his bright idea] chalking up acres of column inches.

Electioneering

As well as creating its own wheezes, anything topical was fair game. In 2005 it cashed in on the UK general election by running a viral marketing campaign inviting visitors to ‘Forget about the policies and talk about the penises’.

The campaign asked visitors of a separate standalone site to vote for the party leader they would most like to have sex with. Or, if they didn’t fancy any of the allmale three, to cast a vote for Jeremy Paxman instead. Voting results were presented in the form of amusingly animated penises, and voters were sent a Lovehoney discount voucher and entered into a competition to win an ‘erection night’ pleasure pack.

The site proved popular with the media: “It was a very cost-effective way for us to increase awareness of Lovehoney and add a significant number of subscribers to our mailing list,” said Longhurst. Lovehoney was one of the first adult retailers to successfully court the women’s press and it was routinely mentioned whenever magazines such as Cosmopolitan, Company, or Marie Claire featured adult products, while its Britain’s Sexiest Towns initiative allowed just about every local newspaper in the UK to run a sexy story with a local angle.

“We have deliberately created projects around PR ideas, imagining the headline and working back from that,” Richard told me in 2012. “With Britain’s Sexiest

Towns we realised we were sitting on a wealth of data, years’ worth of what people had bought and from which postcodes. With a bit of nerdery we could mash that up and create a Google map of where people are buying sex toys and who’s sexy and who’s not. The data was linked online so people would link back to Lovehoney and improve our search engine rankings.”

Fellow co-founder Neal Slateford added: “Rabbit Amnesty was another one. People don’t believe it’s real but we genuinely do everything the project says we do: recycle the rabbits and donate to the World Land Trust. People ask us how we do our sex toy recycling. We just do it. Find a recycling centre, ask them if they will take vibrators and how much you have to pay and just do it. It’s not rocket science.”

This project was introduced in September 2007 and was trumpeted as the world’s first sex toy recycling scheme. It gave consumers the opportunity to dispose of their old toys in a clean, green, responsible way while also purchasing a rabbit vibrator from the Lovehoney range at half price. For each rabbit returned through the scheme, Lovehoney pledged to donate £1 to the World Land Trust in support of the charity’s tropical forest land purchase and protection projects.

If the goal behind the Rabbit Amnesty recycling scheme was to be widely applauded in the mainstream media then it certainly achieved its objectives, but flying under the radar of the ‘eco’ headlines was a bloody great stealth bomber: “Rabbit Amnesty was originally started to make Lovehoney more synonymous with rabbits,” revealed Richard. “Thinking through the logic of who owns a rabbit in the UK and where they bought it from, many will have been bought from Ann Summers. So it was a way of saying to people that if you’ve got an old rabbit in your drawer, chances are you would have been an Ann Summers customer – but send it to us and we’ll give you a new one for half price. As well as being brilliant PR, which was covered in The Guardian, Hippy Shopper and all the green blogs, it was also a useful way of getting Lovehoney in front of Ann Summers’ customers.”

Lovehoney launched its Design A Sex Toy competition in 2006, which resulted in the creation of one of its signature products, the Sqweel. “Trevor [Murphy], the guy who designed Sqweel, now lives off the royalties from it in Toronto,” Richard told me. “He used to live in a caravan in a field in Ireland. It’s a fantastic story and it gave Lovehoney a point of difference in the UK. We had something no one else had. This gave us another massive PR hit and it led to the setting up of Lovehoney in the US, and it started our B2B business as we sell it into the trade in the US, Europe, Australia, and Asia.” All this coverage in the mainstream media did not go unnoticed by Lovehoney’s competitors: some employed PR agencies and others appointed their own staff, and they too achieved some notable successes, particularly in getting their products placed in mainstream television programmes, but nobody appealed to print journalists like Lovehoney. I would still hesitate to agree with Richard’s earlier assertion that journalists are lazy, as they really are under immense pressure to bang out stories at a rapid rate, especially in the online space. So if a newsworthy Lovehoney story, complete with a suggested headline and eye-catching artwork, can be assembled quickly and with very little effort, a journalist with space to fill and a deadline to meet would need a good reason not to use it.

Lovehoney’s Sqweel

We’re stumped

Sometimes relatively trivial stories went viral. For a brief period in April 2006, UK-based Nice ‘n’ Naughty became one of the most talked-about retailers in the world.

The tale began with a simple local request for sponsorship: in this case it was Southport Cricket Trinity Cricket Club, which asked Nice ‘n’ Naughty (NNN) if it would sponsor its shirts for the coming season. At the higher echelons of sport, sponsorship is a marriage of convenience where both parties benefit from the union. The sponsor gets its name associated with events or teams its target demographic cares about while the sport gets to balance its books and reward its participants – no matter how incongruous the marriage may be, such as when McDonald’s or Budweiser sponsors a football tournament. At a local level however, sport sponsorship is more about putting something back into the community where the business is based. If a few extra customers get to hear

about the business as well, that’s a bonus. Usually. As NNN had already taken a paid-for advertisement in the (deep breath) Littlewoods Gaming Liverpool & District Cricket Competition League Handbook, and NNN director Simon Prescott was a cricket supporter, the sponsorship deal was agreed. For a payment of around £1,000 NNN would have its name and logo on the club’s shirts for the coming season.

If that had been it, the story may have picked up a few column inches in the sports section of the local paper. But a representative of the Littlewoods Gaming Liverpool & District Cricket Competition, sent out a blanket email to all club secretaries in the league, in which every word was capitalised and bold, stating that if the club was to wear any clothing with NNN’s logo it would forfeit all points.

This was despite the fact that the league had previously approved the deal, as well as taking NNN’s paid-for advert in its handbook. Faced with losing its league status, just a week before the start of the season,

Southport Trinity advised NNN that it would have to cancel the deal and repay the £1,000.

The story appeared in the Liverpool Echo and on the BBC’s website and then went viral. I reckon part of the story’s appeal was the opportunity it gave headline writers to show off their punning skills: it’s just not cricket; club being run out of competition; league officials bowled over; league chairman stumped why club with junior sides would team up with sex shop; Southport Trinity to bail out of deal; adult shop hit for six etc. No, I didn’t see them all, but I just know they existed.

Simon Prescott and Trish Murray of NNN appeared on Victoria Derbyshire’s Radio 5 Live mid-morning programme on 13th April, when the story was discussed on air. At the end of it, even Victoria sympathised with the retailer after learning that the league itself was sponsored by a gambling operator, and other teams in the league had breweries as sponsors, and she was completely disarmed by the attitude of Simon and Trish. Instead of coming out fighting, complaining about injustice, double standards, hypocrisy etc, my main recollection of the interview was them saying how disappointed they were that the deal had been cancelled and that they hoped that one day they would be allowed to sponsor the club, like any other respectable business.

A representative of the English Cricket Board, which had ultimately been behind the decision, came across as a bit out of touch, however. Further radio interviews followed, plus a slot on that day’s BBC TV News at six o’clock, and Simon put together a press release with his comments on the matter, emphasising that NNN employed 30 staff, had gained Investor in People certification, also sponsored other local sports teams in areas where it had shops, and that it had been voted ‘ETO Adult Retailer of the Year’ the previous year.

The story went on to appear on the websites of the BBC, BBC Sport, The Telegraph, The Sun, The Mirror, and being cricket-related, it was also picked up by websites in countries which play the sport, including CNN of India, Pakistan’s Daily Times, South Africa’s Mercury, and New Zealand’s Newswire. As a footnote, Simon Prescott informed the club that despite the sponsorship deal being cancelled, it could still keep the £1,000.

Nice ‘n’ Naughty’s Southport Trinity Cricket Club sponsorship

Up the aisle

Online retailer Sextoys.co.uk looked to be onto a winner in July 2007 when it sponsored Jodie Marsh’s tour bus. The model and reality TV star was going to be spending the summer searching for a husband, and she had an MTV film crew recording her exploits for a series called Totally Jodie Marsh: Who Will Take Her Up The Aisle?, which promised to culminate with her marrying the chosen winner.

“Jodie loves our website,” said a Sextoys.co.uk representative, “so we were the obvious choice to sponsor her bus for the tour. This was a great chance to showcase our brand across the country and to create awareness in a fun and enjoyable way.”

Amazingly, the series did end with Marsh marrying. The lucky winner was Matt Peacock, an ex-boyfriend of fellow glamour model Jordan, though the couple separated before the year was out.

One of the smartest PR initiatives I witnessed came from French online retailer Absoloo.com in June 2012. Capitalising on the launch of the eagerly awaited PC strategy game Diablo III, Absoloo asked ‘game widows’ to visit its Facebook page and post a photograph of them holding a copy of the game. In return, they would receive a voucher for a free sex toy.

Lovehoney proved that everything was PR-able in April 2014, after it emerged that some members of Pendle Borough Council in Lancashire considered their new logo inappropriate. The logo – an inoffensive green heart – had been commissioned to celebrate the 40th anniversary of the authority, but some thought it to be too similar to Lovehoney’s red heart logo.

One councillor said: “It really does concern me because do we want Pendle to share a logo with a sex shop like Lovehoney? I don’t think we should be associated with that kind of thing”, while another said the thought of seeing the logo all over the town had them “reaching for blood pressure medication”.

Lovehoney was quick to exploit the rumpus by offering

all councillors who objected to the design a free sex toy. “This just shows how far we have reached into the fabric of society, at least in Pendle,” Richard Longhurst said in a press release.

Even coining a memorable phrase can result in extensive coverage. In 2015 Lovehoney revealed that it had received its biggest ever media response from a product that was neither unique to it nor even new to the market. The product was the Svakom Gaga, a vibrator that featured a light and a camera so users could shoot their internals.

The Lovehoney PR machine triumphed by creating a new term to describe the product: the sex selfie stick. “Ever wondered what happens inside the body during climax?” asked the press release. “Now you can find out. It allows users to get to know their body in its entirety thanks to the remarkably clear footage this camera captures. Thanks to its FaceTime compatibility, sharing the view with your lover couldn’t be easier –whether you’re sat right next to each other or miles apart.”

The idea came from Lovehoney’s sex toy category manager Alice Little, who said: “The response was incredible. The world’s media wanted to know more about the Gaga and the easiest way to do this was by linking to our video. Hundreds of sites used the story and embedded our video. It shows just what an appetite there is for sex product news if it is packaged in the right way.”

The story appeared on sites such as The Independent, Metro, Daily Mirror, Daily Mail, New York Daily News, Cosmopolitan, Marie Claire and MTV, and the Lovehoney video of Annabelle Knight demonstrating how the toy works is still available on YouTube, where it has been seen over 5.6m times.

On the ball

Where Lovehoney pioneered the ‘We can turn anything into a news story about us’ path to success, others inevitably tried to follow. Hot Octopuss rose to prominence in industry circles in 2013 with the launch of Pulse, a male masturbation device.

Referring to Pulse as a ‘guybrator’ was always going to attract media attention but the firm also came up with a cunning stunt to capitalise on the England men’s football team’s disappointing 2-1 defeat to Italy in the 2014 World Cup. Under the pretext of ‘an attempt to raise morale among the squad’, Hot Octopuss

couriered a box of its toys out to the boys. Adam Lewis, Hot Octopuss co-founder, said: “Every red-blooded man knows what a struggle it must have been for the boys without their WAGs, so we thought we’d send each of the players their own Pulse to the training camp in Brazil.”

Whether the players received the devices, much less used them, I cannot say. But if they did, adding guybrating sessions to their ball-juggling routines failed to pay off on the pitch as the results of England’s next two games were another disappointing 2-1 defeat, against Uruguay, followed by a tedious 0-0 draw against Costa Rica.

Upmarket Swedish sex toy brand LELO picked up a decent amount of media coverage by launching a product with a unique extra: free break-up ‘insurance’. The Tiani 24k was a swanky version of Lelo’s existing Tiani couples’ toy, designed to be worn during intercourse. The vibe featured a ring of 24 karat gold and, as the ring is such an iconic symbol of commitment, Lelo explained, any couple who broke up within 12 months of purchasing a Tiana 24k could opt to replace it with a different product, such as a solo vibe.

The company said it was able to make this offer due to the positive impact its products had on relationships, though LELO head of marketing Steve Thomson wasn’t expecting many claims: “LELO is not simply about bringing people together, we’re about keeping them together, and we’re prepared to prove it,” he said. “LELO is a brand that’s committed to enhancing the connection between partners and we have no hesitation in putting our money where our mouth is. We are confident our latest innovation can have a truly positive impact on the relationship of the owners.”

Jodie Marsh

Sex and the city

In early 2016, the US office of Hot Octopuss was making headlines for installing a ‘GuyFi’ male stress relief booth in Manhattan. The press release stated that 80% of Americans said they suffered from workplace stress and cited a Time Out report that claimed 39% masturbate in the workplace to alleviate this stress. The GuyFi booth offered a high-speed internet connection and a privacy curtain, so office workers could de-stress in a ‘more suitable’ environment, away from their colleagues. “There’s no denying that working a nine to five job can be stressful on both your mind and body, especially in a non-stop city like Manhattan,” said Adam Lewis. “It’s really important for guys to look after themselves so that they can stay healthy and focus properly on the task in hand. We’re told time and time again how beneficial it is to have a break away from your desk. At Hot Octopuss we are all about looking for new solutions to improve everyday life and we feel we’ve done just that with the new GuyFi booth. We hope the city’s men enjoy using the space we’ve created in whatever way they want. It’s completely free of charge – all that we ask is they thank us when they get their promotion.”

If the purpose of the story was to pick up coverage, then it worked. It attracted the attention of a stack of media outlets from Mashabale to Metro. The former’s dismissive report said: “The company simply put a cloth over a phone booth in what amounted to a marketing gimmick. Inside was a chair and a laptop…” while Metro was more enthusiastic, ending with a poll which asked if its readers would use it. 34% chose ‘I sure would, where is it again?’ while 66% clicked the ‘No, this is as depraved as it gets and I want more than a curtain before I do depraved things’ option. There was a tone of irritation in Cosmopolitan’s coverage however, which concluded: “What’s not reported: how the fuck they clean this bad boy; who the fuck is responsible for cleaning it; how many idiots took this as a cue to start masturbating in other phone booths; and how much less stressful life was for all these super-stressed gentlemen after their little field trips. Call me when female masturbation booths exist and all the people who loved this idea hate that one.” And talking of Metro, which I was in the paragraphbefore-last, I must mention the headline the publication chose for its April 2016 report on Lovehoney receiving Royal recognition, via the prestigious Queen’s Award for

Enterprise in International Trade, for its achievements. Metro’s online coverage was headlined: ‘The Queen’s endorsed the company behind the Rampant Rabbit’ –which no doubt delighted the Lovehoney founders but I doubt the senior management at Ann Summers would have seen the funny side.

The headline was amended – I’d guess pretty hastily, judging by the result – to ‘The Queen’s endorsed the company behind a lot of sex toys’.

The Lovehoney co-founders went on to meet the Queen, Prince Philip, and other senior royals at a reception at Buckingham Palace for Queen’s Award winners in July 2016 and Neal Slateford commented: “The Queen is Britain’s greatest trade ambassador and consumers trust a brand with her patronage. It just shows how far we have come as a company and how sex toys are becoming more and more mainstream.”

Sex tech and mechs

You don’t have to be an international business with a multi-million-pound turnover that receives awards from the Queen to get media coverage, as Aylesford retailer Vibez Adult Boutique proved in September 2017. The store became one of the first in the UK to stock the sexbot created by Dr Sergi Santos and Arran Squire of Synthea Amatus.

‘Samantha’ was said to be the most advanced artificially intelligent sex robot ever to be sold in a shop. Retailing at £2,500, Vibez owner Tracey Whitmore was quoted in The Daily Star as saying: “Samantha is getting on really well with my customers, but she is causing a bit of a stir, I have to say.”

Even a perceived injustice can result in a previously little-known company’s name zooming around the world. The 2019 International Consumer Electronics Show (CES) was staged in Las Vegas from 8th – 11th January. An annual event, CES is where the world’s largest technology brands, such as Sony, Microsoft, and Panasonic, unveil their latest innovations to the world’s media, and in recent years one or two of the more switched-on sex toy brands – led by longtime exhibitor OhMiBod – have taken space.

One of the key features of CES is its awards, which are presented by the organisers, and in 2019 Lora DiCarlo’s Osé personal massager was initially included in the CES 2019 Innovation Awards in the robotics and drone category. This award was subsequently rescinded as the organisers said they had made a mistake, and the nature of Osé meant it should never have made it through judging.

Do you think Lora DiCarlo’s eponymous CEO accepted this disappointing news quietly? She absolutely did not, and the story was picked up by major news networks around the world. People who had never even heard of CES before suddenly became aware of Lora DiCarlo and what it made. Lora DiCarlo’s award was returned,

Lovehoney’s Richard Longhurst & Neal Slateford meet the Queen

The Hot Octopuss GuyFi

policy changes were made, and the show now includes sextech in its health and wellness exhibitor category.

Still with techie things, have you ever wondered what effect spaceflight and zero gravity would have on a sex toy? Neither had I, until July 2021 when Japanese brand Tenga – best known for its intricately engineered male masturbation ‘cups’ – decided to find out, to help it develop future sex toys which could be used off-planet.

That was one of the objectives of Tenga’s collaboration with civilian spaceflight company Interstellar Technologies Inc, however (another was to send models of company mascots Robo and Egg Dog into space and retrieve them after they fell back to earth).

The Tenga Rocket was a 33-foot-high MOMO type, developed by Interstellar Technologies, with a 20-inch diameter, a mass of one tonne, and a maximum thrust of 12 kilonewtons. The launch took place at 17:00 JST on 31st July [National Orgasm Day! Coincidence?] at Hokkaido Spaceport in north Japan. The Tenga Rocket reached a peak altitude of 92km and views from inside the vehicle were broadcast live – a first for a commercial flight in Japan.

Data on the temperature and pressure experienced by the Tenga cup was duly recorded, helping the company achieve its aim of “becoming a pioneer in space-grade sexual devices for the new era of life in space”.

The result of the stunt was headlines all around the world. Google ‘sex toy in space’ and you will get over 57 million results, with the top listings on the coveted first page – even now, three years’ later – devoted to Tenga’s mission, from sources ranging from interestingengineering.com to MailOnline.

Dolly mix

Finally, no chapter on PR would be complete without mentioning the impact that outrage can make, and American manufacturer Pipedream was the master of this. It took a joke category – cheap inflatable love dolls, of the sort beloved of stag parties – and used it as a sharp stick to prod celebs with.

The box artwork of its Super Star Series featured images of lookalikes dressed up as that celeb plus, for those who failed to get the connection immediately, ‘hint’ text. For example, the Paris doll straplines included: ‘This seductive socialite gets down and dirty!’ and ‘I’m a filthy-rich bitch… and I mean filthy!’. And who can forget the Sarah Jessica Porkher model? Apparently, she ‘loves sex in her shitty’. Other celeb-inspired dolls included Crackhead Charlie, JHO, Jessica Sin, Dirty Christina, Lindsay Fully Loaded, Finally Mylie, Kinky Kim, and J-Law, and some of the straplines really were outrageous: it was almost like the manufacturer was inviting legal action.

The late great Nick Orlandino, Pipedream CEO at the time, said at the launch of J-Law: “The publicity we receive when one of these celebrity dolls hits the market is priceless,” and the one that generated the most headlines was probably the Just-In Beaver in 2012. Within two days of the announcement of the doll’s release, Pipedream’s website experienced over two million hits and someone close to Justin Bieber was quoted by The Sun as saying: “Justin is absolutely incensed with this monstrosity. He’s already set his lawyer on these sickos.”

There was a precedent for celebs suing over products they ‘inspired’. While Germany was preparing to host the FIFA World Cup in 2006, sex shop chain Beate Uhse marketed two vibrators under the names Michael B and Olli K, which some people took to be references to Germany’s highest profile footballers at that time, Michael Ballack and Oliver Kahn. Even though the products were removed from sale, it was reported that a court ordered the company to pay each player €50,000 as compensation.

But I’m guessing Justin didn’t set his legal attack dogs on Pipedream as the product is still listed for sale on Amazon, with reviews ranging from the one-star “Doll does not resemble the package photo. It is just a bright pink ugly man made from thin plastic” to the five-star “The doll does not look like Justin Bieber. I was ok with this and is great to have fun with”.

Extracted from the book ‘From Sex Shops To Supermarkets: How Adult Toys Became A Multi-Billion-Pound Industry’ by Dale Bradford. Available in paperback and ebook versions on Amazon platforms worldwide.

Synthea Amatus’ Samantha

FLASHBACK: Summer 2004

Can

you remember what you were doing 20 years ago? Join us once again as we take a deep dive into the ETO archive, back to the summer of 2004…

The big event of the summer of 2004, certainly in the UK, was the ABS Holdings Open Day. The south coast-based distributor had tried the concept the previous year and it was such a success it went bigger for its second incarnation.

ETO had been present for the inaugural Open Day too, but the event preceded the launch of the magazine, so editor Dale Bradford felt a bit of an outsider which, to be fair, he was. ETO was well established by the summer of 2004, so more people were prepared to put up with him badgering them for quotes, not just about the event but the big issue of the day too – which was ‘the R18 situation’, which we’re not going to dig up again.

ABS was, at that time, located on an industrial estate in Wimborne, Dorset, and for the duration of the Open Day it installed a huge marquee in its car park. And just to make sure everyone knew where to go, an elegant balloon arch – in the ABS corporate colour scheme – was erected around the entrance. Yeah, sure, they’re everywhere these days, but some of us had never seen such a flash thing before…

Inside the marquee, a food buffet occupied one side and a slatwall display the other: this contained all the new lines ABS was launching at the event. The main floor area was taken up with tables and chairs where visitors could eat, drink, and chat with each other. They were also ideal for the ABS sales team to sit down with customers and run through all the new lines.

The star of the show was thought to be the Pearl Diver Double Bunny. Standing 8” tall, the device featured a rotating shaft and two rabbit-eared clit stims. The packaging proudly proclaimed: “Twin bunny vibes for maximum pleasure in both the arse & clitoris.”

Also catching the eye were the cute Animal Farm Wicked Willies (“They’re so profound in all the right places, they’ll make your eyes pop out!”, the Double Juicer double-ended dong, and the Robo Ring vibrating cock ring. Looking back at the pictures now, it’s fair to say that

sex toy packaging has evolved quite considerably over the last 20 years.

“Returning to the event one year on it was pleasing to witness how much it has grown,” Bradford wrote in the subsequent ETO feature. “The ABS staff were constantly in demand, whether they were meeting ‘n’ greeting, presenting the new products, or accompanying retailers around what is probably the largest warehouse of any UK adult supplier as they picked their own orders.”

Picking your own order had great appeal. Customers could wander around the warehouse, with a member of staff, and often discovered items they never knew they wanted. Once they had picked their order, it was boxed up for them and they could take it back with them. It should also be mentioned that ABS offered visitors special show offers and discounts on orders they placed.

“In many ways the event had the feel of a mini trade show, but with none of the queuing and expense that goes hand in hand with attending one,” Bradford said. “And once the retailer had done his or her business and sampled the excellent food and drink on offer, many were then engaged in long conversations with each other, where they discussed common issues, compared notes on business and generally got to know each other better. This was facilitated by ABS providing name badges for all visitors - a small touch that makes a big difference.”

ABS representative Lindsey Rodgers was pleased with the event: “I would say there are double the numbers here over last year, and we’ve had a great reaction,” she said. “They like the way they can see the products and walk around the warehouse. There’s a lot of enthusiasm for the new products and we’ve been complemented on our helpful and friendly staff. It’s a good opportunity for visitors to network among themselves too, as we have been introducing people to each other. We’ve had a good reaction to our boys’ toys, which is a new section in our catalogue, all the new rabbits, the remote-control egg, and the Double Bunny has gone down well of course.”

Visitors that ETO spoke to were similarly enthusiastic. Alistair Bishop, of Raycrest Corporation, said: “This is the only event of its kind in the UK and it’s very useful to visit. You can pick up some bargains and you get to meet a lot of nice people.”

Lisa Weaver, of World of Pleasure, said: “This is our first time here and it’s been brilliant, absolutely fabulous. It’s nice to see all the new items, pick up lots of bargains and catch up with what’s going on in the industry. The double sided bunny looks absolutely brilliant, so we’ve got some of them. We’ve enjoyed being able to sit and chat with lots of people in other areas of the industry, and there’s things that they do that have given us a lot of ideas. It’s been very informative. It’s also good to put faces to names at ABS and I think all suppliers should do this because it’s great for everybody who is here.”

Sam Ede-Collis, of Licensed Adult Centres, said: “This is the first time I’ve been to ABS and it’s been very useful because you can see the product rather than just the catalogue. I’m glad I came, it’s been good to meet the people who work at ABS because although you talk to them you don’t usually meet them.”

David Boothby, of Pulse & Cocktails, said: “We enjoy this event, it’s all useful and we love the social side of it. I can’t stand the drinking personally, but apart from that it’s good. Should other suppliers do it? They wouldn’t do it as well [as ABS], would they?”

It must be said that future encounters with Mr Boothby led us to believe that, despite his comment above, he could stand the drinking…

Lindsey Rodgers

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READERS LIVES: María Pérez Muñiz, head of sales EMEA, LELO

Clocking up over a dozen years at LELO, in several countries, is quite an achievement, but did you know María can also role-play as a winery owner’s daughter?

What sort of child were you?

I was a happy and stubborn child, shy and introverted but very curious and probably too responsible for my age… I was that child telling other children to be careful and wear helmets.

What was your childhood ambition?

I loved movies… so except for a brief veterinary phase, my childhood dream was to become a movie director while living/traveling abroad and meeting different cultures and people.

What ambitions do you still have?

Keep exploring the world and stepping out of my comfort zone while spending as much time as possible with family and friends – life is short, and nothing is certain… I like to call it a ‘controlled’ Carpe Diem :)

With over a dozen years at LELO, are you one of the company’s longest serving employees?

Indeed! Although it has been over 12 years, with all the changes in the industry and within LELO itself (and three country relocations), I feel like I have worked in many companies… We have to adapt quickly to changes, which has always helped me not get on automatic pilot but always think about two or three steps ahead on how to grow and do better.

What has been the highlight for you, during your time with LELO?

It may be corny, but the people I’ve had the pleasure to work with over the years. During my first five years at LELO (based in Shanghai), the colleagues were expats in their early-mid 20s from all over the world looking for new opportunities (and great traveling!) around Asia, so working with people that different was a fantastic experience. Then, later, I relocated back to Europe and started to work much closer with the new Global Team, especially with the B2B EMEA team: a close-tight, experienced, and fun team where there was never a dull day – I could not have asked for a better team to work with.

What would you say is the most significant difference between the pleasure products sector in 2012 and now?

It is a combination of three aspects. On one side, we see how the industry has professionalised itself during the last decade: we see more significant investments

and efforts to improve B&M shops and e-commerce, as well as on branding and campaigns from the brands themselves. On the other hand, the journalists have opened up a lot to discuss and write about these products – and everything related to sexual wellness – mainly due to the increased demand for such content, and last but not least, the implementation of smartphones, that not only changed the way customers were buying (from laptops/B&M stores to mainly via phones) but also gave brands direct access to consumers to share their views, values, and overall support.

Has everything improved in the industry over the last 12 years or are there some things you miss about the old days?

Before, when a brand was launching a product, there was much more thought, research, and effort put into developing the product: brands were trying to bring something new and exciting to the industry. Nowadays (although thankfully some still do), I see the ‘same’ product again and again offered by many brands… I miss the times when a product launch was an event for the brand and the industry. Fast-fashion at its finest, I guess.

What is the best thing about working at LELO?

Working at a global and flexible company that keeps on reinventing itself.

Being a wine ambassador in China sounds like an enviable role to have: what can you tell us about that?

It was a short-time job that gave me a lot of anecdotes perfect for any dinner party! Some companies there at the time would hire foreigners to show they were international companies, so my role was only to present wines during events… the surprise came the first time they introduced me as the ‘winery owner’s daughter’ without telling me first… you can imagine my face and the stories I had to make up on the spot.

What three words would your friends use to describe you?

Adventurous, strong-minded, approachable.

How do you feel about the ‘supermarketing’ of the industry, where sex toys can be found in virtually every major supermarket chain?

I have mixed feelings, to be honest. In one way, I see it

as a positive thing for the industry if it helps introduce the category to new customers and transform the products into household items. Still, on the other side, the support, guidance, and expertise both the floor staff at B&M stores and online retailers offer customers is lost, resulting in customers having less information about what to buy or what products fit their needs better. So, we will need to wait and see the impact this has in the coming years.

If you could have any celeb pictured by the paparazzi holding a LELO product, who would it be?

Being a hardcore Friends fan, Jennifer Aniston needs to be my pick.

What can we expect from LELO during the second part of 2024? Are there any exciting new products on the way?

Yes! We are constantly working and brainstorming new ideas for products, and in Q4, we will launch a brand-new item that we cannot wait to show all of you!

Outside of work, what do you most enjoy doing? Spending time in nature, hiking, and traveling with friends and family.

What was the last good book you read?

I love detective novels, and one of the latest I read that I loved was Terra Alta by Javier Cercas (Even the Darkest Night: A Terra Alta Investigation).

If we gave you €1,000 to spend on yourself today, what would you do with it?

Book a night at a luxury countryside hotel (spa included) close to a ski slope before the end of the season.

Who would be your dream dinner date?

There was so much pressure with this question… my inner child would pick an imaginary character like Indiana Jones to listen to the adventures, and my curiosity would book a dinner with Leonardo Da Vinci.

Finally, what’s the best piece of advice you’ve ever been given?

Go out and explore the world… it may be hard stepping out of your comfort zone, but you will never regret it.