The match was made in heaven. Who else would COLT president John Rutherford want to help sell a novelty line based on one of the most recognizable brands in gay adult entertainment?
With a huge catalog of sex toys already — from the Tera Patrick Collection to Berman Center Intimate Accessories, from Wicked toys to the Gina Lynn Collection, from Dr. Joel Kaplan to Dr. Z — California Exotic has cornered the market on naughty novelties.
"John Rutherford approached [Cal Exotics President] Susan Colvin to create a unique line of sex toys bearing the COLT brand," says Al Bloom, California Exotics' director of marketing. "Since California Exotic Novelties did not market a branded gay line of toys, it was a perfect match."
The COLT Gear launch resulted in a diverse line of products, including vacuum pumps, lubes and creams, playing cards, and a line of replica cocks featuring the large, lifelike dicks of COLT Men like Tod Parker, Dave Angelo, and Adam Dexter.
And the line just expanded with the launch of Buckshot Toys last month. Named for the COLT brand that produced award-winning blockbuster BuckleRoos, the Buckshot line includes silicone rings, penis pumps, and colorful dildos (in five colors and two sizes). Both lines were created by Rutherford along with Colvin (who founded Cal Exotics in 1994). The two created the look and overall marketing of the line. Among the company's large catalog, COLT and Buckshot are the only gay lines.
"Our product development team creates items that are then sent to COLT for comment and approval. Most items go back and forth several times until approved," Bloom says. "Our art department then creates packaging, which is also approved by COLT."
Rutherford has long championed the idea of COLT Corners in stores, and hopes to see more mainstream breakthroughs into more traditional retail outlets. The COLT name, with its long history of quality and recognition, has proved to be a big help.
"COLT is an old, well-established trademark," Bloom says, "and for that reason, placing their name on products that COLT has had a hand in creating has been a win-win situation for us." Bloom added that the idea was to create lines of products that stand out at retail stores with their own unique look and identity, and that are set apart with outstanding packaging and consistent marketing through advertising aimed at the retailers.
The growth of the gay novelty market has been a big boost to adult toys. "When I started back in 1970, all we had was a seven- and a ten-inch vibrator," Bloom says. "Then came a seven- and ten-inch dildo. There are now over thirty thousand items available on the market today. California Exotic Novelties represents the largest and most complete catalog of products today."
And like COLT, the company is also good at getting noticed, aided by more mainstream acceptance of sexual exploration by consumers. The audience, like the toys, are diverse.
"With the addition of the Internet to the already exploding brick-and-mortar retail stores, along with mail order, the novelty business is now reaching more people than ever," Bloom says.
"Drugstores are now carrying vibrating cock rings (Durex) along with all types of warming lubes. More products are not far behind. Our Sue Johanson (from Talk Sex With Sue Johanson on the Oxygen Network) was recently on Jay Leno, where she was allowed to openly show her branded toy from us, and explain their use."
Bloom expects that gay product will eventually catch up. The break into more mainstream retail outlets has been slow, but products like playing cards and men's briefs are leading the charge. "Many of the 'sharper' retailers have taken our suggestions and broken the COLT line out from the myriad of toys in the store and created a separate section," he says. "We produced, and provided free of charge, signs for that purpose. The line, when displayed all together, makes an impressive presentation."
While all products do well, Bloom says the model dildos do the best, and he promises more unique and different products in the near future. "It is key these days to be producing items that are not the same-old, same-old in the market," he says. "Clearly definable features and materials are keys to success."
Ordering info: 800-779-3347; 909-606-1950 (CA); [email protected]; CalExotics.com.
