As the former publisher and editor of AVN Novelty Business magazine, I have to confess a special affinity for that particular sector of the adult industry. Even after spending more than 20 years on the video side of things, followed by a period of immersion in web commerce as publisher/editor of AVN Online, I found myself most comfortable and most connected with the people, products, and companies that populate the novelty business—or as some who eschew that moniker would prefer to call it, the “sexual health product industry.” Or something along those politically correct lines. Me, I adopted the phrase “pleasure products” as it seemed fitting for items that include vibrators, dildos, plugs, pumps, lubes, intimate apparel, supplements, fetish gear, games, condoms, and the list goes on and on. Pleasure is what they all have in common, and indeed pleasure is the connective thread that ties the entirety of our industry together. That’s another reason why we adopted ANB’s slogan, “The Business of Pleasure,” for the new AVN. But I digress.
In the short time that I helmed ANB—about three years—I witnessed incredible changes in the novelty business. Once dominated by a handful of companies who are as cozy with each other as they are competitive, the industry saw an exponential rise in the number of smaller companies offering quality products, accompanied by their desire to educate retailers and arm consumers with health-oriented information.
Healthy products and innovative design go hand in hand. Tantus made its mark with silicone, and through aggressive educational efforts, almost singlehandedly put that material on the map (and outed phthalates and other dangerous chemicals found in cheaper products). The look of njoy’s gorgeous stainless steel products speaks volumes about quality and craftsmanship. LELO lives up to the tradition of fine Swedish design with elegant, sensual “objects” that would look at home in the Museum of Modern Art. FunFactory excels in whimsical design and cutting-edge technology with an emphasis on healthy materials. Companies like Emotional Bliss, Je Joue, JimmyJane, and We-Vibe prove that others have been paying attention to the trend toward intelligent design. They are not alone, but one thing these companies all have in common is the fact that their products are anything but cheap. Or inexpensive.
A few years ago, I spoke with an exec at a very large, well-established company who scoffed at the notion of what these newcomers had to offer. “Silicone is a trend, and no one is going to pay $100 or more for a sex toy,” the exec said dismissively—yet that same company now hawks just such products. It just goes to show how smaller companies can influence the Big Picture, and that there are times when the free market does indeed work—especially when it forces the industry as a whole to raise the bar in order to remain competitive.
Granted, some companies have found it easier to simply print “Medical Grade Silicone” on the box rather than actually use it in the product—and who’s going to stop them? Even if a consumer who suffers a bad reaction from a faux “silicone” product were to bring suit, it would be unlikely to bear fruit. There’s a reason why you see the words “For Novelty Use Only” on almost every package on the market. That’s not an across-the-board indictment, as even companies who make 100 percent high-grade silicone products still cover their asses with that phrase. For every idiot who drops hot coffee in her lap and successfully sues a fast food giant, there’s another who will try to stick something where it doesn’t belong, then blame the manufacturer when they have to go to the emergency room.
But even that’s beginning to change in the brave new world of designer toys. Some manufacturers are choosing not to hide behind “For novelty use only” because they’re willing to go out on a limb to proudly say their products are anything but gag gifts. They make products that bring orgasms to those who have never had one. Products that bring couples closer together. Products that educate us about our sexuality. Products that are safe and reliable and will last for years if cared for properly. Products that quite often are beautiful works of art.
Pleasure products—in the truest sense of the word.
This article originally appeared in the November 2009 issue of AVN.
