Something was apparent on the second day of AVN’s Adult Novelty Expo – women rule! The expo, which spanned from both the Sheraton and Hilton at Universal City’s Citywalk, was a testament to the increasing buying power of women in the adult novelty industry.
One industry trend highlighting that fact is branding geared towards women and couples. It’s no secret that women have long-since dictated what is brought into the home and for one of the first times in history some novelty insiders are noticing that women are out-buying men.
“Product and packaging have changed. A number of our products and catalogues have been redesigned with women in mind,” said Polita Barnes-Reinker, a member of the licensing and brand development team for Topco Sales in the retro “route 69” diner booth, one of the numerous eye-catchers at the expo.
Topco’s latest redesigned catalogue of Hustler products features animated, nubile female forms in various girl-friendly colors like pastel pinks, mint greens and baby-blues. The catalogue also features a line called, “My First,” for “naughty novices and experienced girls” geared toward first time toy buyers.
And if that doesn’t reinforce your belief that the female presence is everywhere, how can you explain the numerous booths featuring cosmetics, soy candles, exotic oils & fragrances, jewelry and lingerie?
Still, some die-hard industry folk have stayed true to their brand lines. One such company is Pipedream, whose booth featured both a plastic and real-life Ron Jeremy, in attendance to promote his line of novelty items.
“Our adult-star themed toys continue to be great sellers for us,” said Rob Phaneut, art director for Pipedream, whose company won three national packaging awards from NACD in competition with mainstream cosmetic companies.
Another positive sign of the growing industry was the strong presence of smaller companies whose success have seemed overnight, such as Tantus, Inc., whose art-deco style booth featured a plethora of red and black 100 percent platinum grade silicone toys.
“The production of our hand-made toys has jumped from 500 the first year of business to 250,000 at the present time,” said Tantus business relations manager Karen Huoh.
Tuesday’s seminar, held in the Hilton’s Club Room, was a lesson in the power of educating customers and company staff and featured Shay Martin (co-owner of Vibratex), Candida Royalle (founder & president of Femme Productions) and Carol Queen (Sexologist, Good Vibrations). All three panelists were in agreement over the fact that in order to retain customer loyalty, satisfaction and trust, adult novelty business owners must be both trusted retailers as well as sex educators.
“Your staff should be the eyes and ears of your industry,” said Vibratex co-owner Shay Martin. “Training your sales staff in sex education information should be your #1 priority (as a business owner.) I’m a firm believer that ‘Knowledge is Power.’” Martin went on to add that when customers call with questions and her staff doesn’t have answers, she makes it a point to find the answers for her customers to better educate them.
Another interesting point made during the seminar by Good Vibrations Carol Queen is the so-called support of some religious groups of the adult novelty industry. Queen remarked that certain religious groups condone the use of sex toys as long as married couples are purchasing and enjoying them, a positive sign of the industry’s long-awaited entry into the mainstream.
Some attending-only companies were impressed with the size and variety of the expo.
“This expo seems to get bigger every year, “said Taryn Satt-Urena, account manger for Peekaboo Palace, whose company produces a “for novelty-use only dancing pole for wanna-be or novice exotic dancers.”
California Exotic Novelties president Susan C. Colvin also noticed the growth of the expo since last year. “The show is well-organized and very worthwhile. It’s wonderful to see so many people coming to this event and especially seeing so many customers now bringing their staff with them. And it’s great to have the opportunity to listen to new ideas from customers and generally have some one-on-one time with them,” said Colvin, whose booth featured a knowledge sales staff sporting referee uniforms.
And many exhibitors were just pleased to be able to put faces to the names of business associates.
“I’ve been able to meet with some of my business contacts from the U.K. here at the expo, people I might never have encountered without the shows” said a spokesperson for Games of the Heart.com, a company specializing in adult Milton-Bradley style games.
Porn stars, tantric DVDs, board games you can play naked and the chance to meet with
some of the biggest players in the adult novelty industry….what are you waiting for?
