BURBANK, Calif. — The summer edition of the ANME Show wrapped yesterday, introducing retailers to several new product innovations and celebrating company milestones and re-brands.
CalExotics debuted a new look and feel at the ANME show. According to CalExotics Chief Marketing Officer Josh LeDuff, the company’s new mainstream look is a culmination for the brand.
The XO is simple, sleek and passionate,” LeDuff said. “It reflects the feminine appeal of the brand. We will continue our evolution through packaging and remain committed to our quality and history.”
The company also introduced CalExotics Institute, an e-learning platform that gives users the knowledge they need to become an expert on CalExotics and JOPEN products. The courses are based on product collections from both companies and focus on educational facts, product features and benefits.
CalExotics and JOPEN also unveiled new product releases, including a set of Kits in three varieties: His, Hers and Ours. CalExotics’ new Pumps line features cohesive packaging that’s broken down by category.
Showcasing a collection of anal toys called Xpander, Joydivision also discussed with attendees the newly inked deal with Cosmopolitan to create a range of branded products. Bianca Kuennecke, Joydivision executive vice president, told XBIZ that the collection is in its early developments but expects to have items to show in time for eroFame.
“With Cosmo’s unique approach to sexual health and Joydivision’s high quality standards, it was a perfect match,” Kuennecke said. “it just fit — it’s very exciting.”
Leading luxury, pleasure product manufacturer Jimmyjane and Sir Richard’s — the makers of premium, all-natural latex condoms — co-exhibited with a shared booth and staff with expertise on both brands.
Diamond Products recently announced that it had acquired Sir Richard’s Condom Company as its third acquisition in the pleasure product space. Diamond Products is also the parent company of Jimmyjane and Pipedream Products.
Sir Richard’s all-natural latex condoms are free of fillers and are body-safe. A company rep, Hannah Dolginoff, also told XBIZ about Sir Richard’s “Buy One, Give One” program that per each condom sold, donates one condom to a community in need. The company also has partnered with leading world health organizations, such as Partners In Health, to fight against HIV/AIDS.
On the Jimmyjane side of the booth, the design-centric brand introduced the Form 8 rabbit-style vibe, along with the Form 1 remote-controlled panty vibrator. According to Dolginoff, the new products will begin shipping in October.
“As always this is the biggest show ever,” said Nick Orlandino, chairman of Diamond Products, and CEO of Pipedream Products. “We’re now the biggest company ever with Jimmyjane and the addition of Sir Richard’s. We’re really excited about that. Sir Richard’s is already in mainstream and is renown for being a progressive brand.”
Pipedream Products showcased several new items, including the comprehensive 50-plus piece Fantasy C-Ringz, Icicles Gold Edition, and Pipedream Extreme Toyz Mega-Bators. The company reported that among its most popular new releases was the Dicky Selfie Stick.
Doc Johnson showcased a new documentary-like video that focuses on the company’s U.S.-based headquarters to highlight the appeal of being “made in America.” Among the company’s latest releases were new TruSkyn realistic dildos, an Xtend It kit, Titan Man dual density dongs and molds of adult stars Prinzzess, Sophie Dee and Dani Daniels, along with new additions to the Candiland collection.
“At ANME we’ve debuted a logo and a new booth,” Doc Johnson’s Sunny Rodgers said. “Our look is more mainstream and we decided to give the booth a retail atmosphere to give retailers a better understanding on how products will look on the shelf.”
Baci Lingerie showcased its White Label styles alongside its latest Envy Menswear releases. The company also had planogram displays to offer customers, as well as its 2015 Product Supplements. The lines that the company had on display included Dreams, White Label, After Dark, Masq, Eyelashes, ENVY, and its Corsets collection.
Topco Sales created major buzz at ANME with demo stations for its new TwerkingButt interactive CyberSkin ass mold that was created in partnership with PornHub. Controlled by an app, the TwerkingButt features multiple twerking patterns, customizable rhythms, massage speeds, sensual vibrations, Bluetooth technology and simulated body heat.
Topco Sales’ booth also hosted an appearance by MTV’s “Teen Mom” star Farrah Abraham, who attended the event to unveil her new three-speed vibrating bullet, G-Spot Vibe, 7x Rabbit Vibe, and Inflatable Doll, in addition to her previously released exclusive line of specially-molded sex toys.
Included with the TwerkingButt is a pair of virtual reality goggles and downloadable 3D content. Topco Sales’ Kim Airs told XBIZ that the company has already sold thousands of the TwerkingButt, which retails for $999.
Nasstoys celebrated its 40th anniversary at ANME with new product releases.
“We’re celebrating our anniversary with all-new hot sellers,” Nasstoys’ Elliott Schwartz said. “We’ve had a tremendously successful show and introduced retailers to 16 new branded collection and merchandised planograms that include testers and signage.”
Fun Factory offered attendees the opportunity to pose as the company’s bestselling pleasure products, the Patchy Paul vibe and its Bendybeads anal beads. The company’s CEO Frederic Walme told XBIZ that the brand is gearing up for its 20th anniversary next year.
“We are working on a lot of campaigns that we will be introducing all year long,” he said. “We hope to provide customers and our fans a behind the scenes look at the company, and we have really exciting things planned starting in January.”
The Screaming O showcased nine new products at ANME, including its FDA-compliant genital desensitizer spray Dynamo Delay and the OBob wand massager. Dubbed “the world’s favorite Battery Operated Boyfriend,” Screaming O offered attendees a photo opp with the company’s new mascot “Bob.”
To celebrate its 10th anniversary, The Screaming O hosted a party Monday night, welcoming close to 300 of the manufacturer’s customers and industry colleagues. The celebration included food, giveaways, an open bar, a photo booth, a live band and a magician.
Lovehoney’s booth showcased the company’s new line of Motorhead-branded pleasure products. Featuring a rock-n-roll theme, Lovehoney’s booth and its execs Ray Hayes and Sabrina Earnshaw conveyed to attendees the popularity of the iconic metal band and the potential of the new Motorhead line, which features four bullets and classic torpedo shaped vibes.
Maia Toys showcased five new products, along with its new packaging. Throughout the event, the company also held a drawing for retailers to win a Retail Starter Kit that includes two different colors of 10 of Maia Toys items.
“We are very excited to showcase the new products,” said Mara Epstein, Maia Toys’ director of sales and marketing.
OVO’s display showcased the company’s new counter and wall-mountable display unit that’s made in the U.S., along its full line of battery and rechargeable items. OVO Global Account Manager Dana DiValli discussed the brand’s demonstrations and trainings that are available to retailers.
Pjur showed off its new partnership with We-Vibe with the debut of its co-branded premium, water-based personal lubricant and cleaner. Both products will be available to retailers in the EU in September and in October for those in North America and Australia.
Ecstasy Trading displayed its range of contraceptive and lubricant products in a shared booth with Shibari Wands. Danielle Seerly told XBIZ that the two brands complement one another.
Shibari debuted new lubes and a toy cleaner as well as two wand vibrators, the Wireless 20X Mini HALO and the Wireless 15X Mega Wand, and its new Lotus 10X from the new Shibari Luxury Collection.
“I’m extremely excited about our growth this past year,” Shibari Wands CEO Kevin Mirarchi said. “ANME is an essential part of connecting and getting feedback from the community in order to continue to make great products.
Adventure Industries and The Rabbit Company showcased their products in a split booth that featured Adventure’s current catalog along with a separate display area for The Rabbit Company. Adventure’s brands included Kangaroo for him and her, Super Whip and WhipSmart light fetish gear.
The sleek design of The Rabbit Company’s side of the booth with its neon logo provided a nightclub-like atmosphere to showcase the company’s collection of high-quality rabbit vibrators. Featuring five models in two colors each, the collection includes Classic, Beaded, G-Spot, Thrusting and Rabbit Ears, which the company describes as a mini rabbit “wand.”
Beamonstar introduced three new cock ring styles: Steam Punk Cock Sling, Elephant Cock Ring, and the Serpent Double Cock & Ball C-Ring, available in red and black. Each style is sold in a combo pack that includes XploZion pills. According to the company’s sales manager Clint Strunk, the unique new cock rings are available in additional colors and customers also can expect new packaging for the company’s range of penis extenders.
“ExtenZe is also really making a comeback,” Strunk said. “A lot more retailers are interested in carrying it and selling it directly to the consumer.
Sportsheets relaunched its Manbound line of BDSM gear targeting the gay community. The range was expanded with the addition of 14 new products. Additionally, Sportsheets introduced to products into its Edge collection and Sexperiments line. The company also introduced new additions to its team, including Corrin Brubaker who is Sportsheets new international sales manager and Alanna Calloway who was tapped for business development.
Liberator Bedroom Adventure Gear showcased new packaging which reduces product size by 70 percent has been achieved with the use of an innovative vacuum compression system. This technology allows even the largest of Liberator Shapes to be shipped in packaging that is 40 percent smaller than before.
Kheper Games released two new drinking party games and showcased its bachelorette products and couples games at its ANME booth. Among the company’s latest releases were disco ball-shaped cups that were a favorite among attendees.
Impulse Novelties showcased The Closet Collection and Blackdoor range of pleasure products for women and men. Britanny Pierson, who handles social media for the company, told XBIZ that among the brand’s bestsellers were the Jimme, Charlotte Rouse and Carrie, which Pierson says has been dubbed “the basic bitch” because it is an essential for retailers.
XR Brands showcased its range of products, which featured Tom of Finland and the Master Series, among others. The company’s booth was manned by XR’s newly streamlined sales, marketing and branding team.
PHS International showcased its new range of Bijoux de Nip pasties, which includes 75 designs, including styles adorned with beads, feathers, silver charms and bells. PHS International CEO Chuck Harnish told XBIZ that he designed the styles of pasties.
“I wanted to elevate pasties to go beyond just pasties and be considered lingerie,” Harnish said. “No one else is doing it and so far we’ve gotten great reception at the show.”
Wicked Sensual showcased its three primary lines of lubricant, including the Aqua Collection’s water-based lubricants, the Ultra Collection’s silicone-based lubricants, cleaners and products.
Curve Novelties made its debut at ANME. Headed up by a group of industry vets, including Erica Heathman, who serves as the company’s director of branding & product development. She told XBIZ that the company received good feedback at the event to its product line, which includes 111 SKUs including dildos and dongs, silicone vibrators, G-spot toys, anal plugs, anal beads and a variety of high-end rechargeable vibrators.
“We’ve gotten a really great response at the show,” Heathman said. “Everyone that walks by is drawn to our booth.”
Perfect Fit launched its new ergoflo line of products. The ergoflo pró next generation anal shower and travel douche was designed to convert high pressure to a comfortable flow that cleans expediently and efficiently. The company also unveiled new accessories including nozzles and hand held douches.
Fun Toys showcased its range alongside Alexander Institute, which distributes the Fun Toys brand in the U.S. Representing Fun Toys, Elle Lyvbenova told XBIZ about the company’s latest releases, including the G-Plug anal toy.
“It’s the smallest on the market,” she said. “We wanted it to be truly beginners friendly so it is as small as a finger.
Bathmate’s Vadim Days told XBIZ that the latest edition of ANME marked the debut of the company’s new booth, which featured displays that incorporated water. The range of water-powered penis pumps featured new additions in more compact, travel-friendly sizes.
Spartacus Leathers introduced new items to range of BDSM gear. According to company, ANME continues to provide an effective atmosphere to meet and reconnect with retailers and distributors.