STOCKHOLM, Sweden—Swedish sex toy brand Toyfriend—created by design master Eric Kalen, co-founder and product designer of LELO—and California-based STEME (pronounced “steam”), founded by Shaye Saldana (the former sales and marketing manager of LELO USA), have initiated a partnership where STEME will take on brand management and operations for the Toyfriend brand in the Americas as well as Canada.
“It’s great to be reunited with people we have worked with before; the Toyfriends really need some exceptional people to take care of them ‘over there,’” said Eric Kalen, conceptual creator of the Toyfriend family. “It’s like with any new generation, they need someone to introduce them, to help them grow and to be responsible for them when they make their way into the adult world, and we feel that we can trust STEME and Shaye with this.”
For STEME “this is of course a great pleasure and a privilege, but also a huge responsibility that we are sure we can handle,” Saldana said.
“We feel that the partnership is great because of our prior working relationships and we saw how Shaye was able to help grow the LELO line and its relationships,” Kalen added.
The Toyfriends are a family of high-quality pleasure toys with unique and functional designs, colors, sizes, and vibration modes. These products boast the use of body-safe medical-grade silicone and are ideally priced for the consumer market. The idea behind the branding is that everyone should be able to find their own special Toyfriend.
“You Never Forget Your First Toyfriend” is the concept, and according to Saldana, this is true.
“Everyone who has seen or felt a Toyfriend—whether it is an experienced industry buyer or a person who has never seen or used a pleasure toy before—just lights up and a big smile appears on their face, it’s just that simple. So I really look forward to getting out there and introducing you all to your new Toyfriends,” he said.
The full range of the Toyfriend line is available by distributing partners Entrenue and Eldorado.
For more information on the Toyfriend line, visit Toyfriend.us or mail the Toyfriends at [email protected].
