PHOENIX - PHS International has launched its PLAY! line of sensual products and accessories for women and couples.
According to Vice President Chuck Harnish, PLAY! was created to help suburban couples become more adventurous in their intimacy and find it less intimidating.
"This is an innovative and fresh approach for the adult sensual-product industry," he said. "We have taken adult sensual products that many couples may have a negative idea about and marketed them in such a friendly way that they can feel comfortable buying them."
The new line includes blindfolds, clamps, cock rings, collars, cuffs, gags, games, harnesses, leashes, paddles, plugs, toys, restraints, vibrators, weights and whips. The line includes several items that are inlayed with tiny, red leather hearts in PHS' "hearts afire" design.
PLAY!'s signature colors are deep red and black, and the packaging was developed to be tasteful and approachable.
"Our packaging features an everyday straight couple having a good time, smiling and playing sensually," said Marketing Manager Michael Merrill. "This isn't kink, fetish or taboo. It is just lust in the name of fun but with a playful twist.
"The ultimate goal of PLAY! is to get America to give sensual aids a chance. It really can introduce a new level of excitement and intimacy for couples, whatever their experience level."
Like PHS' successful M2M Men's Luxury Leather line and the recently launched Fresh product line for uninhibited young women, Harnish said, quality is a priority for the PLAY! line. He noted that all leather items in the new line are finished with turned and sewn edges.
"We believe our quality sets us apart," he added. "Our new PLAY! products are no exception. We believe the consumer response to PLAY! is going to be huge. It is an untapped market which we think couples will have a strong response to."
The result PHS hopes for, Harnish said, is for "desperate housewives and husbands across suburbia [to] have a little more boom-boom in the bedroom."
