There's no doubt that a humongous dildo, dong, or butt-plug can catch the eye of a passerby in your store, but just how well do these types of toys translate into sales? Are these items a mere novelty-something to gawk and chuckle at-or is this a niche market that's truly evolving?
We asked a variety of folks in the industry, including retailers, distributors, and manufacturers, for their input, and although opinions vary as to whether or not these toys are actually used in the end [pun intended]-the bottom line is that big toys can, in fact, equal big sales.
James Medina, XR Wholesale affiliate representative, shared with AVN Novelty Business magazine the success the company had at the recent Los Angeles Pride festival, where it lured in customers by presenting an assortment of giant rubber dongs under its BoyzShop.com banner.
"One thing you quickly learn is that an anatomically correct, rubber, horse penis has enough gravity to pull in people who would have [normally] just walked by," he explains. "The Shroom Dong, Jolly Good Giant Dong, and Mighty Joe Dong got plenty of attention. Gay, lesbian, or straight, everyone wanted to look, touch, and have fun."
After getting the attention of potential customers, Medina then was able to direct them to other "necessary interim" products that were less intimidating, such as the company's anal-trainer kit.
Madame/Mr. S Leathers, which has been in business since 1979 with stores in Los Angeles and San Francisco, seems to be blessed with customers whose "lives revolve around shoving big objects up their asses," as Chief Executive Officer Tchukon Hunter put it. "[Many] come back every couple of weeks to try out something new, or venture into the next biggest size available. And God bless them, since dildo sales represent almost one-third of our business."
Hunter's experience dates back more than a dozen years ago, when his father first selected what he thought would be the top-selling dildos for their stores. "[My father] didn't just choose the standard ones," he explains. "[My father] also stocked the larger ones from Europe. I was familiar with dildos, but these gigantic, odd-shaped ones we kept in the back of the store, I will never forget-[they] blew my mind."
Hunter also offered some advice to fellow store owners. "Stock a wide assortment of dildos, [including] unusually big ones," he says. "I can assure you they will appeal to your customers-if only to be a story that they tell their friends-who unbeknownst to them are into those big toys, and now they know where to go buy them."
For stores with customers who are of the easily embarrassed variety, Hunter suggests, "If possible, create a semi-private space to showcase them. Sometimes a person has to really think about if it is too big, [and] they don't want everyone looking at them while they make this decision. Knowledge is king! Our L.A. store manager didn't get his name ‘Bud Hole' for nothing; he earned it. Hire people that know and are interested in the products."
Additionally, Hunter encourages storeowners to take the opportunity to upsell their big-toy customers. "Using large dildos requires what we like to call ‘cleaning out,' and with that comes the upsell on a wide variety of shower shots and hoses-and let's not forget the lube it takes to slide that puppy in."
On the East Coast, Florida-based Fairvilla MegaStore novelty buyer Chris Adams tells ANB she constantly is amazed when it comes to this niche market. "The really large toys, like Doc Johnson's Great American Challenge and the extra-large butt-plugs, primarily sell as novelties, but they do sell amazingly well," she says. "On the more mainstream side of this niche, new lines-like the larger toys produced by Hustler-are also very popular. We do receive requests for large toys and make sure that our toy department reflects the demand."
Among the Hustler "big" sellers, Adams listed the Rockin' Rod, CyberSkin Beer Can, and the Joltin Johnson, which she says are "doing fantastic." These Hustler-branded items are just a few of the larger toys manufactured by Topco that are helping bring big toys into the mainstream. Topco Marketing Manager Desiree Duffie offers her take on why size seems to matter for some people. "There is a playful aspect to the market," she explains. "A big toy is a conversation piece, a playful gift, and even like a badge of courage for some."
Topco isn't the only mainstream toy manufacturer that has tapped into the big-toy niche. California Exotic Novelties Director of Marketing Al Bloom admits even though he thinks "it's probably the joke aspect more than practical use," huge toys have been huge sellers for years. "We have lots of massive ‘better than real' dongs," he states, "including The Czar Emperor, Jumbo Jack Man-of-War Dongs, Super Ballsy Dong, and the XL Humongous Butt Plug-which is 9 inches tall and 5 inches at the widest point."
Pipedream Products also launched at the Adult Expo in January a line of big toys called Size Queens, which has become "by far, one of the best selling lines," according to Sales Executive Alicia Ferro. "There is definitely a market for these toys-especially in the gay and lesbian community. The Size Queens line has been definite proof of this."
Ferro also pointed out that sometimes these types of toys tend to do better with online sales. "Big toys draw some big attention," she explains. "People can feel a little embarrassed walking out with a Pipedream Torpedo. Buying online provides the anonymity that these items call for."
Jennifer Stock, senior buyer for Peekay, shared similar sentiments when she told ANB, "We definitely see more of the bigger, weirder stuff sell on the net versus our retail stores. I think there is a comfort zone on the net. You can sit in your PJs (or birthday suit) and order something you would be totally embarrassed to purchase in a retail store environment. When you are buying something called the ‘Ream & Scream'-by TSX Toys-wouldn't you want total anonymity?"
Whether it's to use or amuse, big toys can attract customers, even if it's to buy a more realistically sized product located nearby in your store. You can also use large toys to expand your online market, with signage in your store assuring anonymity when purchasing online. Either way, make sure your staff is well educated on these types of products, including which lubes are safe for which toys.
