OTTAWA - Watch out for the We-Vibe, as it takes the sex toy world by storm. The product, which hit the top 10 lists of three of ANB's distributors, has been nominated for the Most Innovative Product 2008 by Venus Berlin's Erotica eLINE Awards next month and gears up for worldwide distribution this fall.
The toy's success materialized through numerous elements, including six years of research. The company inquired women and couples about what toy would enhance their sex life. "We spoke to everyone and listened to them to find out what they wanted in a sex toy," explained inventor Bruce Murison to ANB. "We found that people wanted a toy that is safe, reliable, comfortable, and never has dead batteries to start with. The We-Vibe's two powerful motors vibrate at just the right speed to bring about a slow ramp up or an intense wild ride to the top of a pleasure mountain. Other sex toys can make similar claims, but only the We-Vibe provides this pleasure, plus the freedom to make love just like you always have. The We-Vibe just slips in and does not interfere with the man, so the focus is on making love, not fussing with a toy."
The We-Vibe's success skyrocketed further, once distributors ranked the product upon their top ten lists. "We have our lovely retailers to thank for highlighting the We-Vibe to their customers," Murison said. "As more people experience the We-Vibe, there re more people testifying that it is indeed possible to get dual stimulation while you make love and the demand is sure to keep us busy."
The We-Vibe idea arrived to Murison during a trip with his wife seven years ago. The 48-year-old mechanical engineer who had more than 20 inventions under his belt, wondered if there was a small vibrating sex toy used between two partners during lovemaking. He took his experience working in research and development at Nortel Networks, and set off to pursue his plan of creating the first two-way vibrating toy for couples.
Following his trip, Murison searched for his invention and discovered it had not been completed. His confidence as a prior inventor fueled his passion to create it. The following year, he bought silicone and equipment to develop a moulding lab. Eight prototypes and three years later, he assembled clinical trials, acquiring likes and dislikes from his testers and ventured to strip clubs and sex shops in Ottawa. In the end, he spent four years researching materials and motor technology for the We-Vibe and met with about 100 people who tested the product and gave feedback with a six-page questionnaire.
The father of three explained that between his passion for risk taking and his wife Melody's conservative nature and experience in high-tech, led to a beneficial working partnership. These days, he is amazed to be a sex-toy expert as he attains the role within a classic conservative couple in a small town.
The design was complete in May 2007 and Murison set out to find an Ottawa manufacturer. Investments from friends and family helped finance the inventory and Murison flew to China to tour factories and kick off production. The We-Vibe was born-the purple, crescent-shaped toy measures about 8.25 centimetres long and 2.54 centimetres wide, weighs only 60 grams, is waterproof, has two speed settings and offers dual vibe stimulation. It is seamless, soft, surrounded by medical-grade silicone and conforms to the female shape.
Murison prices the toy at $130 U.S., proclaims its perfection due to it having zero maintenance, its wireless capacity, high quality, and not requiring the changing of batteries, as it is plugged in while not being used. He said that there is no lead, plastic, or phthalates.
The We-Vibe showcased at the International Lingerie Show last January. Since then, the orders never cease. In May, Canadian sex expert Sue Johanson featured it as the "Sex Toy of the Year." Then Love Honey, a sex web site in Britain, bought all of Mr. Murison's stock that was slated for the European market.
To date, more than 20,000 We-Vibes have been sold. Murison has distributors in the United States, Canada, Australia, Japan, Brazil, Europe, and Britain. In China, production has increased to 10,000 units per month. His company, Standard Innovation Corp., is now taking orders for October.
While the numbers show evidence of the product's success, Murison shared his true reason for his happiness. "We feel most rewarded when people make an effort to contact us and express genuine appreciation for a toy that has truly enhanced their sex life. We get comments like, ‘thank you for what you have done for woman kind,' and ‘For the first time, I am orgasmic while making love,' and, ‘If I'm lucky I'll get one orgasm, but six ... wow.'"
Murison is thrilled to say that they are worldwide. He sees this venture as plotting his own destiny, and that his children will end up running the company one day.
"We have a whole family of products being secretly developed that will amaze the world," he added. "Just as the We-Vibe is revolutionary in concept, our research and development is proving that what was previously considered impossible can be reality."
Murison offered advice to inspiring entrepreneurs. "Know your customer. Do your bst to be uncompromising along the journey to achieve your objectives, take your time to do it right and find the very best people to help achieve your objective. Enjoy your work and remember that the customer is always right."
