All Things New at ILS

LAS VEGAS—It’s always been all about glitz and glamour in Las Vegas, but especially now that the International Lingerie Show is under way at the Rio, today through Wednesday.

Powerhouse companies like Hustler and Digital Playground made a major splash with the launches of their respective novelty lines. Digital Playground’s initial line-up includes everything from pendant vibes to rabbit-style vibes to cock rings that tie in with the studio’s award-winning movie series Pirates. Each of the 22 items is themed and decorated around the gorgeous stars of the movies, including Jesse Jane, Katsuni, Riley Steele and Stoya.

Hustler did a soft pilot launch of their new line, which was designed in-house after a 10-year relationship with Topco Sales.

“It was a friendly split with Topco,” explained Theresa Flynt, executive vice president of Hustler. “We even still sell their products in our Hustler Hollywood stores. It’s just that Mr. Flynt like to do things himself.”

The initial products in the new Hustler line are what David Diamond of Hustler Novelty termed “classics.”

“We wanted to start with the classic items we knew would sell well,” he said, adding that future products will include reinvented classics and new items designed specifically for Hustler Novelty.

The new line features vibes, cock rings and finger vibes in bright colors such as red, black, white, and purple. The pieces are all highly visible in the clear packaging that’s inspired by Sephora packaging.

“We’ve received a lot of positive response about the products and the packaging,” Flynt said.

She also noted that this year’s ILS is the first time Hustler’s apparel, lingerie and novelty lines all exhibited together, making it like a family event, she said.

XGen Products, based in Bristol, Pa., was also on hand, debuting two products lines that mark the company’s foray into manufacturing.

“We have really made a name for ourselves in the world of distributing, but we were looking for areas that didn’t have a lot of competition where we thought we could make an impact,” said Andy Green, vice president of XGen Products.

To that end, XGen introduced Perfect Position furniture pieces designed to enhance sexual positions and Pleasure Wigs.

“We’ve gotten some really good feedback on both lines so far,” Green said. There are six pieces in the Perfect Position line to start with, and each piece comes with a removable, washable cover and a liner to protect the foam. The wigs come in 18 styles, and are packaged in boxes that show the wigs from all angles. (The front of the box shows the front view, the back displays the back, and the sides show off the side views.)

Also launching at the show was Sportsheets’ new Naughty Night Out line of party products. Items in the line include Pin the Junk on the Hunk posters, customizable Pick Up Pin, a foam Party Penis, and the Girls Diss-Card Him set, which are fake business cards with a number that connects to an answering machine message that lets a guy know, “You’ve been dissed!”

“We were trying to be innovative with this line,” said Emily Dorman of Sportsheets. “We wanted something that any woman could use to have a Naughty Night Out any time with her friends.”

The International Lingerie Show continues through Wednesday at the Rio in Las Vegas.