The show centers around the family of 1980s star Lorenzo Lamas. In the episode, his 23-year-old daughter Shayne Lamas gets a special present from her best friend Amber Hay, a gift bag of vibrating products from The Screaming O.
On the show, Shayne expressed her gratitude by holding up The Screaming O item, and saying “Amber's the best friend ever.” She then tossed it at her brother A.J. Lamas.
“The Screaming O vibrating ring is the perfect stocking stuffer for all of my girlfriends,” Hay said in an interview. “They're great to throw in your purse and take on vacation because they're so small and discreet. I knew they'd be something Shayne would love so I brought her a gift bag.”
The Screaming O partner Keith Caggiano said that mainstream product plugs like appearances on reality shows have been a stellar marketing tool, allowing the company to brand itself to a specific group of customers.
“Shows like 'Leave it to Lamas,' which appear on major networks, attract a wide range of viewers, and shining the spotlight on our products in prime time is a valuable marketing tool,” Caggiano said. “It's especially valuable to have characters like Shayne, who are as hot in the public eye as they are on TV, profess their love for The Screaming O loud and clear.”
The Screaming O last year scored product placement on Oxygen Channel’s reality show “Bad Girls Club” with a fully stocked Screaming O vending machine.
Screaming O distributes a line of disposable and nondisposable vibrating rings and toys, including the Big O, Screaming O Plus, Touch-Plus, O Wow, Bong O, O Boy and namesake Screaming O vibrating rings, the O Honey vibrating orgasm enhancer and the Screaming Octopus, a waterproof vibrating sex toy.
The Screaming O is a two-time winner of the Women’s Health Magazine’s Annual Sex Awards for 2007 and 2008, and was named XBIZ Award ’09 Toy Manufacturer of the Year. The company also was named Novelty Company of the Year at the FSC Awards.
“Leave it to Lamas” appears on E! on Sunday nights.