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ANME: Primed and Ready

ANME: Primed and Ready

March 22, 2012
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" Showcasing the industry’s most anticipated releases, the ANME show floor buzzed with business meetings, curious buyers and the toast to a rock star’s new sex toy collection. "

January’s ANME Show was the latest successful edition of the adult novelty-focused business-to-business twoday event that focused on preparing buyers for the New Year.

In addition to talks of business, ANME also offered attendees and exhibitors an opportunity to mingle over food, drinks and fun. ANME kicked off with a cocktail welcome reception and climaxed with the return of the ANME Carnival on a Saturday night.

Showcasing the industry’s most anticipated releases, the ANME show floor buzzed with business meetings, curious buyers and the toast to a rock star’s new sex toy collection. CalExotics’ booth showcased a range of extensions to its collections, including First Time, Extreme Pure Gold and Tantric, which now features vibes and beginner’s restraints.

With about 224 new products introduced at the show that will be released throughout the year, CalExotics also debuted new collections such as Playful Pearls and Namaste.

The highlight of the company’s booth and perhaps one of the most talked about debuts of the show was the display of Phil Varone’s Sex Toys & Rock n Roll, which was honored with a champagne toast featuring Varone himself during a launch party of the collection.

“I’m thrilled about the new collection,” Varone said. “Working with CalExotics was amazing. They allowed me to design almost everything and I was excited to be involved in the process. We definitely were on the same page the whole time.”

According to Varone, releasing a line of sex toys was something that was on his “bucket list” and an achievement that’s fallen in line with his rock star persona. He said that among his favorite designs in the collection, which will be available in April, is the Dr. Philgood — a realistic mold of his penis featuring a piercing, and a pair of vibrating drum sticks.

“We’ve gotten an overwhelming response to our new releases at the show,” said Al Bloom, CalExotics’ director of marketing. “We decided to use this as a kick-off party for Phil Varone’s new collection because the excitement has been building. It’s the first male rock star branded collection and the response has been unbelievable. It’s going to be a whopping release.”

Not to be outdone, Pipedream Products showed off new additions to the bestselling lines Fetish Fantasy, Fetish Fantasy Elite, Icicles and its Super Star Series, which will soon offer Katy Pervy and Lindsay Blowhand dolls.

“I feel like Pipedream is like the Yankees of the industry, and we’re winning the championship this year,” Pipedream’s CEO Nick Orlandino said. “The show is great — it’s always great for Pipedream — we have a lot to show.”

Pipedream also introduced a new merchandising team that includes visual merchandiser Briana Honz and Cheryl Flangel, who will travel the world to support retailers in capitalizing on Pipedream’s brands and products.

Topco Sales also is reaching out to retailers with a focus on education. The company presented a mock-up of a sample display that will present all of Topco’s signature materials for customers to test. Additionally, the company’s new Topco Sales Training Tools folder describes qualities of the materials of toys throughout the industry and offers sales tools to serve retail staff when dealing with shoppers.

Among Topco’s new product are new additions to Penthousebranded molds and the addition of Penthouse Calendar Girls and Live Cam Girls. According to Topco Sales Marketing Manager Erica Heathman, Topco recently re-inked its deal with Penthouse to continue to expand the collection of toys.

“This show seems busier than the one in July,” Heathman said of Topco’s bustling booth, adding that the company was looking forward to its participation in XBIZ Retail’s 3-Minute Show-Offs that took place in the days that followed, where Burt Silverstein showcased Topco’s new Eve line of modernized classically designed toys.

Nasstoys sales manager Kathryn Hartman said that among the company’s most anticipated new toys is the eco-friendly rechargeable massager, the Twilite Contour. “It’s high-end, has a velvet touch and is a great G-Spot massager,” she said.

“Like most vendors, Nasstoys has remained busy throughout the show with scheduled meetings,” Hartman said, “it’s been very active.”

Doc Johnson presented a revamped look to its patented Vac-U-Lock collection. “Vac-U-Lock is the world’s first and only patented sex toy systems developed over 20 years,” Doc Johnson’s COO Chad Braverman said.

The re-branded Vac-U-Lock line is based on the motto “Easy as 1, 2, 3” and separates products by sets, attachments and accessories.

The centerpiece of Doc Johnson’s booth was the new Wonderland collection of premium vibes that come packaged in storybookmodeled storage boxes. Its designs feature names like the Wabbit and Mystical Mushroom.

“This show is a testament to the hard work that everybody puts in to the industry,” Braverman said. “It’s the show to be at; and it’s amazing for all of these companies to get together for a weekend in L.A. and show unique new products — it’s what is keeping the industry moving forward.”


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