The Year of Playing it Safe…
2007 might go down in history as the year adult-novelty companies decided to play it safe. Early in the year, one manufacturer after another bid ado to phthalates, beefed up safety standards and improved warranty programs.
Doc Johnson announced the implementation of its new Sil-A-Gel component, an additive that gives products its nontoxic, antibacterial and antimicrobial properties. The manufacturer premiered its first offerings featuring Sil-A-Gel in its “Art of Erotica” catalog.
California Exotic Novelties began including more product ingredient information on its packaging and made available a list of all of its phthalate-free products. Director of Marketing Al Bloom said this came from the company’s commitment to addressing all health and safety concerns, though he felt the media hype was overblown.
Canadian manufacturer Lady Calston decided to transition to producing only phthalate-free products.
Topco and Good Vibrations announced upgrades to their warranty programs, enabling customers to register products online, in addition to using the registration cards that come with many products. A listing of warranties offered by top adult-novelty manufacturers was published in ANB’s March 14 e-newsletter.
Additionally, the Coalition Against Toxic Toys released its first “Safe Sex-Toy Guide” for retailers.
Crossing Over
2007 also saw more sex toys in the mainstream than ever before. German novelty manufacturer Fun Factory sponsored a suite at the Sundance Film Festival. For Your Nymphomation, which manufactures storage cases for BDSM gear, went on a goth cruise. Mother-and-daughter condom-case makers Rachael Sudul and Marsha Graham, founders of Just in Case, were featured on “The Oprah Winfrey Show” and had their condom cases included in gift bags for contestants on “The Bachelor.” Boy Butter received mainstream praise from popular women’s site iVillage.com.
BBL LLC, creator of Boy Butter lubricants, began using YouTube.com as a marketing outlet, and a Boy Butter advertisement was deemed too controversial for a cable company in San Francisco, a city considered to be a gay mecca.
However, manufacturers had success at gay expos such as Gay Days at Disney World and Los Angeles Gay Pride.
Additionally, Private Label Potions crossed over into the gay novelty market with its Male 2 Male line of personal-care products. Topco Sales re-entered the gay market with Chi Chi LaRue’s Rascal Toys, which complement the Rascal Video library. The novelty manufacturer also began a first-of-its-kind marketing campaign, releasing a line of novelties to coincide with Adam & Eve’s big-budget adult film Eden.
Sportsheets also made a crossover of sorts. The manufacturer, known for producing BDSM gear, made a splash at the International Lingerie Show in October by introducing its first lingerie offering, the Flirt Slapper Tickler.
Big Teaze Toys, a novelty manufacturer known for its cute I Rub My Duckie Vibes, crossed over into the luxury-toy market with its B3 Collection.
Tera Patrick, one of the best-known adult actresses of our time, crossed over into the novelty market with her Mistress Couture lingerie line.
We Have Lift-Off: the Launches, Store Openings and Expansions in 07
Peekay Inc. drew media attention by expanding with new stores in Washington state and Southern California, after acquiring A Touch of Romance and Condom Revolution.
Among Stockroom’s triumphs was the BDSM manufacturer’s launch of Kinklab.com, which features top-of-the-line bondage essentials for price-conscious consumers. Stockroom also held a grand opening to celebrate its new retail store. The location features the company’s own merchandise and items from the Syren Latex Couture line, Kinklab and Daedalus Publishing.
European retailer and distributor LoveHoney launched its Sex Toys TV campaign and Rabbit Amnesty sex-toy-recycling program in the U.K.
eXtreme Restraints entered the wholesale market with the launch of XRWholesale.com after obtaining distribution rights for Folsom Electric. The company also launched its Strict Leather website, which provides product information and directs browsers to retailers that sell the merchandise.
Also in the BDSM sector, Spartacus Leather celebrated 20 years in the industry at the ANE Show in July. The leather-gear manufacturer also went global in 2007, signing distribution deals in Canada, the United Kingdom, Germany and Australia.
Similarly, German novelty manufacturer JOYDIVISION entered the Canadian market, while Canadian manufacturer My Little Secret, made its way into the United States with its Talking Head web-enabled vibrator through GAT.
Celebrating its third anniversary, Nexus launched NexusRange.com, which features product information, reviews and a forum where users can discuss Nexus products.
Supplement manufacturer Beamonstar launched its redesigned website in 2007 and released a one-a-day version of its flagship product, ExtenZe.
Sik World upgraded the look and functionality of its website. The relaunch of SikWorld.com was accompanied by a marketing campaign that included giveaways of mainstream promotional items such as signed guitars and a trip to Cabo San Lucas.
Other important website news included Madame/Mr. S Leather expanding its online operations, CalExotics.com receiving a facelift, and Nasstoys revamping its website.
Higher Learning: Education Proved Successful on Several Levels…
California Exotic Novelties launched a traveling seminar program, providing stores essential information about its wares. Good Vibrations launched “Women Like Me,” an education program for women.
Castle Megastore released its employee-training DVD and saw increased sales.
Tantus unveiled an in-store marketing DVD to help retailers get to know its product line, thus increasing sales of the company’s novelties, which are made of 100 percent premium platinum silicone.
Come together: The Mergers of Year…
After 30 years in business, Good Vibrations announced a merger with legendary adult-product distributor GVA-TWN. The deal is expected to help Good Vibrations expand with more retail stores, entry into new markets and expanded presence in current markets, including the video category.
Landco and POW Products joined forces to supply stores with POW’s Tickle Her Orgasm Kit by pairing it with Tickle Her gels and product information.
Additionally, SexToys.com bought out Wholesale-Adult-Toys.net.
Inside Moves: New Hires, Promotions and Retirements…
In the spring, industry veteran Robert Miller, announced his retirement from California Exotic Novelties. Miller told friends and colleagues that, although he would miss them, he was looking forward to pursuing interests such as spring cleaning and traveling.
Jon Schlobohm, chief financial officer of Shirley of Hollywood, said goodbye to the lingerie world after 46 years of building one of the largest companies in the market. Roy Schlobohm, remained at the helm as chief executive officer and drove the company’s expansion of its collections of plus-size lingerie and packaged lingerie.
Pipedream Products expanded its sales division with the addition of Alicia Ferro, who joined the company in May to help the staff, led by Sales Manager Donny Sands, improve customer service and expedite orders.
Lover’s Choice brought on two new executives in September—Crystal Dobmeir and Stacey Carter—after hiring Dawn Conner as its vice president of sales and chief marketing officer that summer. The Canadian novelty manufacturer also unveiled a line of its best selling novelties in Spanish language packaging.
Other notable hires include personal-care-product manufacturer Private Label Potions’ hire of Bruce Figoten as its director of sales, Eldorado’s hire of a new buyer, and XR Wholesale’s expansion of its marketing department and recruitment of a wholesale rep from its accounting department. Also notable are Coquette International’s hire of sales representative, John Deignan, to replace Dave George after his promotion to national sales manager, Topco Sales’ hire of a new regulatory specialist (Lorelei Chavez) and art director (Marianne Lovett), and Forbidden Novelties’ hire of Alexandra Cage who helped drive the new look of its glass novelties packaging.
On The Editorial Frontlines…
AVN Novelty Business began including smoking accessories in its “Buyer’s Guide” review section.
“We created the ‘Counter Culture’ section of the ‘Buyer’s Guide’ to accommodate the changing market,” said Tony Lovett, publisher and editor in chief of ANB. “While it’s true that love boutiques and smoke shops don’t always carry each other’s products, there are many that do, and their numbers are rising. There are numerous smoke shops that already carry staples like lube and condoms and that are expanding their inventories to carry more pleasure items, as well. Likewise, many love boutiques are enhancing sales by selling hookahs and other exotic smoking accessories, as well as basic items like rolling papers.
“For these reasons, we started the ‘Counter Culture’ section to accommodate readers interested in such products, while also substantially increasing our circulation to smoke shops. It all boils down to the fact that smoking accessories and adult novelties are not mutually exclusive.”
Two new columns—“Profit Center” and “How It Works” —were also added to ANB, making their debut in the November issue. “Profit Center” invites industry experts to share tips to help retailers boost their bottom line, while “How It Works” delves into the technical side of the industry.
In addition to our Counter Culture section and two new columns, the novelty department saw the addition of Nate Johnson who came on board as Editorial Assistant at the end of January. Johnson quickly adapted to the market coming from a history in the video world and was promoted to Associate Editor with a focus on news.
Marcus Howard also came on board as the lead copy editor of the magazine, ensuring the busy editorial department doesn’t get too lazy. Sara Harter also joined the ANB team replacing Robin Stewart as account executive handling all advertising sales as well as vendor needs for the AVN Novelty Expo in Universal City.
Finally, Jenn Ramsey joined the ANB staff, but has recently moved on to solely focus on improving the novelty section of AVN.com, which launched earlier this year.
The staff of AVN Novelty Business magazine wishes to thank everyone for their valuable input in 2007 and looks forward to seeing the industry grow as we embark into a new year.
Questions, suggestions, and recommendations for how we can improve the magazine in 2008 are welcomed and can be directed to: [email protected].
