If enjoying a sex toy is a personal journey, then the discreet toy plays the role of the private pilot.
Behind closed doors, novelty users unleash their pleasures of choice. However, there are those who seek out the discreet. In order to reach this broader audience of users, many companies envisioned a new privacy frontier.
"A sex toy shaped like a penis is kinda embarrassing if seen by the wrong person," says Desiree Duffie of Topco Sales, a company who understands their customer's desire for discretion. "Imagine mom leaving her toy out by accident, she doesn't want her kids or her mother-in-law or the maid to accidently see it. A discreet toy is difficult to distinguish and therefore very desired."
While many companies have added discreet toys to their inventory, California Exotic Novelties and Big Teaze Toys were literally founded on the basis of discretion. California Exotic Novelties' founder and president, Susan Colvin, entered the business in 1994 when, as she states, the novelty business was basically a ‘boys club,' with limited products that were designed by men, to be purchased by men for women.
"Susan understood that the name of the game would be to help the business evolve to the point where women would be comfortable making decisions about their own pleasure, and she set about the business of creating toys that would appeal to a woman's need for discretion, as well as stimulation," says California Exotic Novelties marketing director, Al Bloom.
Colvin, a travelling businesswoman, has experienced the need for privacy first hand. She understands the needs of the woman at home and on the road as well. Bloom explains, "A woman does not want a big honkin' vibrator in her purse or suitcase for the world to see."
"It's difficult to explain a big phallic-shaped toy to your 10-year-old or grandma," says Staci Dunn, international sales and marketing manager for Big Teaze Toys. Continuing, Dunn says the non-traditional consumer-especially the first time shopper-is more likely to be interested in discreet products because of the need to hide their toys from family members and airport security cameras."
When Big Teaze introduced its classic yellow I Rub My Duckie massager six years ago, it was well received by retailers, consumers, and media worldwide. Based on that success, they developed an entire line of 'I Rub My...' characters, which the company says, have appealed to consumers in both the erotic and mainstream markets.
Creating a product for undercover loving was only one step says Jodi B, a customer service representative for BMS Enterprises. The company believes the key to attaining the full discreet look is softer packaging. "Discretion in adult toys has evolved in both packaging and overall creativity," she explains. "Sex is a private issue for a lot of people. They like to keep it behind closed doors."
Doc Johnson creators of the original pocket rocket, describes their history with discreet. "In today's changing marketplace, discreet items are becoming more and more popular," says Chad Braverman, Doc Johnson's director of product development and licensing. "Doc Johnson has been at forefront of this important segment of the market for 20 years, from the debut of our world famous Pocket Rocket to our best-selling Decadence vibes, which are available in their own carrying cases."
The first California Exotic Novelties catalog featured not only petite-sized vibrators, but also contained the Hide-A-Vibes (655 Series) that continue as best sellers today. "The Hide-A-Vibes are small, compact, powerful, multi-speed vibrators that ‘hide' in discreet cosmetic cases," Bloom says. "To the casual eye, they look exactly like an expensive lipstick case... but inside was the lady's little secret!"
In time, the growth of discreet toy sales has skyrocketed. These days, the list is endless when it comes to top sellers. BMS Enterprises owner, Steve Bannister, is most proud of the six-inch Power Bullet, the most versatile item in the BMS Power Bullet line. It can be used internally and externally as a full body massager. Jodi B suggests, "Use it for pin point action or roll it up and down your partner's body, making for a completely relaxing and satisfying full boy massage."
One of Topco's favorite products to offer as a promotional item for events and parties is the grrl toyz Incognito Lipstick vibe. It has been featured in celebrity gift bags, at charity events, at film festivals, and more. "It is cute and powerful, which makes it very popular," states Duffie. Another best seller is the grrl toyz Incognito Tickling Dust Brush with Berry Powder.
Big Teaze Toys is launching the classic yellow I Rub My Duckie in a three-speed version, just in time for the holiday season. "With its ribbon-handled, clear oval packaging, this Duckie is gift ready and a unique offering," says Dunn. She added that for retailers catering to a more sophisticated clientele, they offer the B3 Collection of Luxury Massagers, which she described as artfully designed, eight-mode massagers made of the highest quality materials and packaged in elegant satin-lined storage cases, which make a stunning display on the retail shelf.
The future of the discreet toy is as solid as its present day foundation. While many variations of these innocuous toys already grace the nightstands of women worldwide, manufactures are constantly striving to create new and interesting items. In fact, the popularity and longevity of such products is likely only to grow as adult novelties go mainstream. BMS Enterprises' Jodi B explains, "With the continuous growth in the market, we believe you will soon be able to see sex toys everywhere, even in your local corner store!"
