We don’t mean to gloat, but there were those who scoffed at our prediction that sooner or later the Big Boys would get serious about silicone. And now our prophecy has come to pass. It seems like only yesterday when a handful of relatively small companies had the pricey, health-conscious silicone toy market all to themselves. Not anymore. The silicone bandwagon is getting mighty crowded as an increasing number of larger novelty companies are seeing the light when it comes to pouring this popular non-porous material. Case in point is Doc Johnson, and the considerable muscle the company is putting into creating silicone toys at—get this—an affordable price! How it will all shake out is anyone’s guess (though we have a few theories, of course) but if their initial lineup is any indication, Doc is definitely committed to making more than a dent in the market. Stepping up its game, the Los Angeles-based company has gone so far as to appropriate “Platinum” as their silicone product brand name. That’s like a steak company calling itself “USDA Prime.” Yep, the Doctor is playing for keeps.

Whether on the web or in the back of a love boutique, word-of-mouth carries more weight than ever, and silicone is definitely the material of choice among choosey users. Though the Platinum lines features a number of familiar designs peppered with a few new twists, the fact that it consists of pure silicone toys that are priced to sell will definitely have people talking. And what they say will be good. Very good. Mark our words—after all, we were right before.

Retailing: Excellent silicone at an affordable price will sell itself.

MSRP: $$

Material: Silicone

Display: Hanging or shelf