PHILADELPHIA - If knowledge is power, leading toy retailers are ready to help consumers find more power with power tools (and other playtime favorites). Online retailer SexToys.com is leading the way, launching a multi-platform, user-oriented educational campaign.
Along with a blog featuring industry insiders and product reviews, SexToys.com will be utilizing Google Knowledge and social networking sites - think Facebook and MySpace - according to Bill Turner, a research analyst with SexToys.com. Google Knowledge is a Wiki-style website that allows users to publish information on nearly any topic.
"As a company, we started looking at what helps consumers make the best decision," Turner said. "Education is an essential tool."
And education doesn't just start with the benefits of using toys, Turner added. SexToys.com chose to take a holistic approach, which means looking at educating consumers about the safe usage, manufacturing including materials and product design, and industry trends and concerns.
"We started with basic market research and found the principle behind any good decision is information. A lot of that is lacking in the adult industry," Turner said. "Our goal is to interview experts from every different facet of the industry and put together a source of information."
The blog kicked off in late February with an interview with Metis Black, president of Tantus Silicone. Black is known as an outspoken advocate for sexual health products.
In the interview, Black addresses controversial issues surrounding the industry, including the industry's reputation, stereotypes and its potential to reach mainstream markets.
"The reality is that many people think adult novelties are what you buy in sticky-floor stores with peep shows and some creep behind the counter, but no one is against sexual health. ... Adult products will never be mainstream. Sexual health products, on the other hand, can change people's perspectives on these same devices," Black said in the premier interview.
Black also sees benefits to potential corporate competitors teaming up to bring consumers the best information available.
"We're working hard, trying to gain more information and pass it onto the consumer," she said. "If they can find it [information] quickly and in one location, next time they make a purchase they come back and look at us."
SexToys.com's blog, The Sunday Sex Toy Review, is a weekly feature and can be found at Blog.SexToys.com. SexToys.com is an online retailer of adult novelty and sexual health products.
