BURBANK, Calif.—The ANME Founders Show returned to Burbank once again, this time marking its 20th year as a B2B trade show that focuses on the sex toy and pleasure product industry.
The show was created by the Big Five—Topco Sales, Doc Johnson, CalExotics, Nasstoys and Pipedream Products—and all were on the scene to debut new products and ranges, and in some cases even a new booth.
Topco Sales—a manufacturer that made headlines recently following the appointment of industry vet Autumn O’Bryan as the new COO—had pledged to hold candid conversations with customers about the new direction of the company, and kept that promise at all levels, from the new booth to the shirts staffers wore to said staffers talking about the recent history of the company and its future.
A new, more open booth greeted visitors and reinforced the message that Topco is “Invigorated.”
“We are really fired up and ready to re-establish ourselves,” O’Bryan told AVN.
Staffers in the booth wore shirts that echoed the messages written on the top of the booth: “Commitment To Quality,” “Consistent Delivery” and “Building Trust.”
Inside the booth were some of the new product offerings as well as popular existing lines sporting new packaging. Among the new items were the Climax Spinners, a collection of rabbit-style silicone massagers that boast six speeds and a shaft that rotates. Also new were the Climax Elite products: Clio and Diana. The pieces are powerful massagers that feature a finger loop to make them easier to position and control. The Clio is a lay-on vibe with “ears” that can hug a clitoris, while the Diana is a C-shaped vibrator that can be used in a variety of ways.
“It can be used externally, or inserted into the vagina or even used around a penis,” said sales rep Nancy Cosimini.
Also creating a buzz in the booth were the CyberSkin Stealth line of male masturbators. The strokers come with adjustable suction cup bases so they can be used hands-free or in the tub or shower. It also allows them to be used solo or with a partner. In some of the pieces, the sleeves are not only removable, but also reversible with a vaginal opening on one end and a mouth opening on the other.
“These give customers more bang for the buck … literally,” Cosimini said.
Doc Johnson—which is celebrating its 40th anniversary this year—came out with guns blazing this year, releasing more new products than in recent memory. Among the biggest launches was the debut of the Kink by Doc Johnson line, with several dozen new SKUs.
“Every toy in this collection was done in collaboration with the people at Kink.com, who are arguably the leaders in BDSM content,” said Erica Braverman, marketing coordinator for Doc Johnson. “They were really involved in every step of every product.”
More of the products in the collection are made of silicone, but some—particularly the strokers—are crafted from Doc’s UR3 material.
Highlights of the collection include waterproof sheets—a fitted sheet, a flat sheet and pillowcases, all sold separately—as well as a Master Apron; a Power Wand with various silicone attachment that feature everything from anal beads to a Vac-U-Lock attachment for use with any number of dongs; and the Fucking Machine Power Banger, which has strong suction cups on each of the four legs that allow the machine to be used on a flat floor, surface or wall, and offers variable speeds and the ability to change the positions of the thruster.
Also new were the Panty Harnesses, which are cotton and machine washable with elastic waistbands and the ability to accommodate dongs, vibrators or packers.
In the Vac-U-Lock collection, Doc introduced kits, including an Experienced Seta Silicone Pegging Set, a Crystal Jellies Set and more.
“Each of the hits features a number of themed products, and one product not available anywhere else,” said Ryan Brooks, marketing coordinator.
Braverman noted the kits cost 10 to 20 percent less than buying each of the included items separately.
Among other debuts was the new American Pop! line, which features plugs, dongs and dildos in bright colors and made from Doc’s Platinum Premium Silicone. Brooks said the collection marks the first time the material has been used outside the Platinum Premium Silicone line.
CalExotics made a splash with bright colors similar to those in its popular Shane’s World collection in its new Mini Marvels line. The items—the Marvelous Massager, Marvelous EggCiter, Marvelous Bunny and Marvelous Flicker—are perfect as entry-level pieces, as well as additions to a more seasoned player’s toy box. They come with comic book-inspired marketing materials.
The manufacturer also revamped several collections with sleek new packaging, including the Dr. Joel collection, a Rings collection and the Emperor collection.
Several existing collections also received new additions, including the Gyrating Wand and Tulip Wand in the Inspire Collection; the Executive Vacuum Pump and Executive Big Man’s Pump in the Pump collection; and new styles with the rolling ball technology in the Embrace collection.
At Jopen, the manufacturer announced a new option for retailers interested in informational brochures. Retailers interested in the brochures will be able to select the number of brochures they need and have them printed for free; they need only pay for the shipping.
According to Robin Stewart of Jopen, that isn’t the only nicety Jopen is offering retailers. At the January ANME, Jopen brought out the new Callie line of bejeweled vibrators, new items in the Vanity line and the Opal vibrator, a vibrator that is a unique mix of glass and silicone. “With the Opal, with the Callie, this is the first time we’re done a whole experience for the retailer—where they can get the tester, the display, and they’re only purchasing two deep on the product line, so it’s very affordable,” she said.
Stewart also showed off new Jopen branded bags that retailers can provide to customers and said that Jopen was also offering gift-with-purchase deals. “We’re not here to keep adding more product if it isn’t necessary—we’re here to listen to the retailer, and they’re telling us what are hot sellers and what’s going well, and we’re focused on that,” Stewart said, adding that CEO Susan Colvin “realizes the retailers know what they’re talking about. They’re dealing with the customer every day, so we take their advice. We’re listening.”
She added, “And we as a company haven’t raised our prices in three years, so the margins are there for the retailer. And they’re loving it—they’re eating it up. Our Callie line—we’ve already sold out. We purchased a whole slew and people just bought it all up in January. The reorders are coming in fast and furious.”
Nasstoys showcased several items released since the last ANME show in January. Among the biggest items was the Natural RealSkin Hot Cock, which features 12 functions, heats up to 113 degrees F and is bendable and posable. Also new in the booth were the Cockring with Tickler set for couples and the Sex Collection, which features rechargeable massagers, including the Orgasm Bunny, which has dual motors and offers seven functions and a curved handle that makes it more ergonomic.
A first for Nasstoys was the Get It On! Inflatable Strap-on Penis, which marks the entry of the manufacturer into the word of bachelorette items.
In Pipedream Products’ booth, visitors were greeted by a giant penis to represent the King Cock collection, which saw several additions. Among the new items were suspender harnesses; Play Hard Harnesses, which have larger O-rings to accommodate larger dongs and vibrators; the Vibrating Mini Sex Ball; and the Vibrating Inflatable Hot Seat.
Another major debut was the Dillio collection, almost a sister line to the King Cock range.
“The pieces are a bright pink, and offer many of the same shapes and sizes, but the coloring and name might be more appealing to more retailers and customers,” said Brian Sofer, digital marketing director.
Pipedream also had crowds talking with the debut of some new extreme items: the Couples Sex Machine and the Rockin’ Chair.
The Couples Sex Machine has a thrusting end that can hold a number of dongs from the Kink Cock and Dillio lines, while the other end has a masturbation sleeve for men. The piece can be used solo by either men or women, or simultaneously by couples. The stroker side has a removable sleeve that comes in anal and vaginal options and two rows of beads that stroke the shaft. The entire unit comes in black or white and can be stored in the included duffel bag.
The Rockin’ Chair is a unique masturbator that features a hard plastic “seat” with a silicone patch at the front that covers a powerful rumbling vibrator. A corded remote powers the piece through its speeds and functions, and the bottom has a non-slip surface so it can be used solo and remain stable.
Sofer also noted the company will launch a new website this fall to make it easier than ever for retailers to find the support materials they need.
“The site is in alpha testing right now, and later this fall we plan to select beta testers,” he said. “When it launches it will be a more streamlined recourse for retailers to find the images, videos and more they need to support sales of Pipedream Products.”
The ANME show continues through July 19.
Pictured above, from left, Topco's new booth; a stylish display for CalExotics' Mini Marvel; Pipedream's tribute to King Cock. Photos by Chris King/ReelSeduction
