BERLIN - Porn was still the cornerstone of the 11th Venus exhibition in Berlin, but it was the multitude of sex toys that kept catching the eyes of consumers and buyers alike at Europe’s largest sex show. That’s saying a lot: over 400 exhibitors from 35 countries, 7000 international buyers, and more than 30,000 consumers packed the halls of the Berlin Exhibition Grounds from October 18 - 21 to gawk at the latest and greatest in X-rated fare.
With a plethora of porn stars, strippers, sex acts, and a virtually unlimited array of bare flesh on display, the distractions at Venus were plenty––but sex toys and novelties still managed to make a special impression in both the B2B and consumer areas.
One American exhibitor thinks he knows why. “Europe takes sex products more seriously than America,” said Greg Delong of njoy toys. The upscale manufacturer, who was enjoying considerable attention at his first Venus show, noticed a significant gap between the U.S. and European sex markets. “They’re more ahead of us in terms of products and branding, and it shows,” Delong said.
Indeed, European powerhouse exhibitors like Scala, Orion, Beate Uhse, and Marc Dorcel were veritable temples of branding at the show. Likewise, novelty innovators like Fun Factory, Pjur, Lelo, JoyDivision, and Megasol also put their best foot forward with impressive booths that boasted the clean, sleek design for which the Europeans are famous.
Innovation was the order of the day as International manufacturers were eager to unveil their latest creations.
Fun Factory introduced a number of new products, potions, and body jewelry, but the real show stopper for the German firm was “Delight,” their aptly dubbed G-spotter that recharges in its own carrying case. Many of Fun Factory’s new items will make their U.S. debut in January at the AVN Adult Expo in Vegas.
With moody lighting and high-end glass display cases, luxury toy manufacturer Lelo set a uniquely sophisticated tone in the otherwise raucous consumer hall. The Swedish company’s new Luna pleasure beads were attention getters, as was the recently launched Gigi vibe.
Also from Sweden, Swede Global is a newcomer that manufactures silicone and water-based lubes in exquisite bottles whose designs rival those of any high-end cosmetic firm.
JoyDivision of Germany rolled out their new Femme Fatale luxury class massage oils and lubricants, along with four new waterproof vibes, and a host of pharmaceutical potions designed to enhance the sexual experience for both him and her. Another German company called SinFive—named after the fifth deadly sin, lust—launched at Venus with an elegantly modern booth and equally striking toy designs and packaging.
Though a number of noteworthy firms from the Netherlands were in attendance (including Rimba, Playhouse, and Mister B), two new Dutch manufacturers attracted particular notice. Newly minted Feelztoys isn’t the first (or only) company to borrow freely from Fun Factory’s colorful successes (after all, imitation is the sincerest form of flattery, right?), so it only makes sense that their passion for quality is reflected in their 100% platinum silicone toy line. Totaljoy takes a different route, eschewing the trend towards silicone for raw materials that are all FDA certified and tested by the Toxicon Corporation in Bedford, Mass. In an equally inspired departure from the norm, Totaljoy products are all manufactured in the Netherlands rather than China.
Sexercisme made the Mecca to Venus all the way from Australia. The fledgling company from down under introduced the Sexerciseball, an ingeniously kinky variation on a classic exercise ball that will accommodate the company’s specially-made toys or just about any dildo or plug with vac-u-lock capability.
The UK’s Rocks-Off kicked off The Lick, a vibrating tongue, and honored our AVN Novelty’s senior editor Jenn Ramsey with their new Ramsey Rabbit. Both items work with the Rocks-Off Ro-80mm bullet vibe, and are made of Intramed, the company’s new proprietary environmentally-friendly alternative to silicone.
Another UK company, HOT Products, featured one of the most attractive booths at the show. The Asian theme reflected HOT’s new Shiatsu line of seductive oils, lubes, lotions and crystals.
Bijoux Indiscrets offers a number of sophisticated feminine love kits—think blindfolds, pasties, feather handcuffs, and bonbons--all beautifully packaged in seductively subtle black-on-black tins.
From Denmark, Saxenfelt manufactures high quality latex toys and apparel. From fetishists to newbies, anyone who has experienced the disappointment of cheap rubber garments will appreciate Saxenfelt’s supple yet impressively durable latex items.
On the lighter side, a new company called Fruildo was on hand with their product of the same name, an edible, penis-shaped, fruit jelly dildo; and Vulva was making the rounds with their liquid vaginal scent. No word yet as to whether anyone has tested both products simultaneously.
Over 40 American companies made a strong showing at Venus, including a number of novelty noteables. Besides the aforementioned njoy, we also chatted with folks from Aneros, Big Teaze Toys, Empowered Products, Jimmyjane, Nasswalk, OhMiBod, and Sliquid, among others.
Sean Chistensen of Spartacus found Venus particularly enlightening when it came to getting to know the intricacies of the European market. “It’s easy to know who the distributors are,” said Christensen, “but getting to know the wholesalers is harder. Without this show, I would have never known who the major player of sex shops in Bulgaria would have been.”
That kind of intimacy with the foreign market is what makes Venus invaluable for US companies, and can make the long schlep across the Atlantic well worth the effort. As Christensen put it: “I would be surprised if we weren’t here next year.”
