ANME Showcases Latest Innovations
BURBANK, Calif. — Celebrating its 20th year, the summer edition of ANME is now underway at the Burbank Airport Marriott hotel, where bustling crowds are making the rounds across the venue’s three expansive exhibition areas to explore the latest pleasure product unveilings.
CalExotics previewed its website’s modern new look at ANME. The new site, which will officially launch in October, will be a resource for industry professionals and will connect consumers with retail outlets. Featuring a clean, white background, the upcoming homepage will divide the brand into three sub-categories: CalExotics, CalExotics Etc, and Jopen. According to CalExotics’ Nichole Grossman, the new site appeals to mainstream by keeping its edgier products under the site’s “CalExotics Etc” section.
“The website is welcoming to beginners but also gives them somewhere to go when they’re looking to advance to more hardcore toys,” Grossman said. For retailers, the new CalExotics website will offer print-on-demand services to create merchandising collateral. According to Grossman, retailers can request materials tailored for them, pay for their shipment and CalExotics will create them and send them to retailes on demand.
Among CalExotics’ new releases is the Mini Marvels comic book-themed collection, which features affordable toys made of premium silicone in four designs, including the Marvelous EggCiter, Marvelous Massager, Marvelous Bunny and the Marvelous Flicker. The collection retails for $65-75 and comes with a one-year warranty.
New items were added to CalExotics’ Inspire collectioncof female-centric products whose sales benefit the non-profit organization Living Beyond Breast Cancer. Grossman said that the line has been so successful, CalExotics has raised its percentage that’s donated to LBBC.
“The support that we’ve received from retailers is great to see,” Grossman said. “Everyone is coming together. Some retailers have made their own individual donations to the organization.”
CalExotics’ sister company Jopen introduced new retailer tools, including POP displays and shelves for its collections. The company also is now offering free luxury gift bags with purchase that are elegant and discrete.
Doc Johnson, which will celebrate its 40th anniversary tomorrow night with an invite-only party in Hollywood, Calif., unveiled a slew of new products, including 75 SKUs added to Doc Johnson’s new and existing brands, and 85 SKUs that are part of Doc’s collaboration with Kink.com.
Displayed on four walls, Doc Johnson’s Erica Braverman said the toys will be featured in upcoming Kink.com scenes.
“We were really serious about this release,” she said. “We worked very closely with Kink to develop the line because they really know their community.”
The collection includes everything from butt plugs to waterproof sheets and an inflatable wrestling kit, as well as a fuck machine, which is compatible with Doc’s range of Vac-U-Lock dildos. Among the Kink collection’s unique offerings is an Erase Spray that removes marker ink from the skin.
Doc Johnson’s other new products include The D collection of realistic dildos. The D items are made of UltraSkyn material using existing molds of popular models, and introduces a new creation — the Double D, which consists of two dongs connected together. The company also expanded its Vac-U-Lock offerings with new kits and compatible Crystal Jellies dildos.
Doc Johnson also introduced a range of new masturbator kits, including Gang Bang, which features eight strokers from their All Star Porn Star collection. The Kittens & Cougars set pairs the company’s MILF masturbator with masturbators molded from younger adult starlets. According to Braverman, since Sasha Grey continues to be a bestselling masturbator range for the company, it is releasing the Sasha Grey Experience featuring six pieces.
Pipedream Products welcomed ANME attendees with a 12-foot replica of a King Cock that quickly became a social media darling. Brian Sofer, Pipedream’s digital marketing director, told XBIZ that the King Cock line of realistic dildos has become immensely successful with retailers with 1 million units sold.
New King Cock vibes were introduced at ANME, including models with bendable spines and removable suction-cup bases. Pipedream also introduced new accessories such as a suspendered strap-on and harnesses that fit the larger-size King Cock vibes.
To complement King Cock, Pipedream also introduced the Dilio range of realistic toys in hot pink “for college age shoppers,” Sofer said. “It’s like a companion, sister line to King Cock.”
The company also drew customers with the unveiling of the Fetish Fantasy Series Rockin’ Chair. The “vibrating seat saddle” features a silicone clitoral stimulator that delivers powerful vibrations. “[Adult star] Joanna Angel tried it out and said it was way better than a Sybian,” Pipedream’s Kristian Broms said.
Nasstoys unveiled its new SEX Collection with the debut of SEX Orgasm Bunny and the SEX Double Teaser. Other new additions included an expansion of Nasstoys’ popular male focused RAM and Maxx Men Collections, plus the addition of several new cockring packages. According to the company, the popularity and demand for Nasstoys’ male collections inspired the company's new releases this year.
Nasstoys President Elliott Schwartz told XBIZ that this edition of ANME was proving to be a success for the company. “Our booth has been overflowing with customers,” he said. “It’s a great problem to have.”
Nasstoys will also have on display three new additions to the Natural Collection. These new vibrators have a heating feature allowing the user to control the temperature up to 113 degrees. Additionally, each has 12 functions, are USB rechargeable and fully bendable making these a must-see item at the show.
Topco showcased new items with a new booth alongside the company’s new COO Autumn O’Bryan.
“It’s been unbelievable and emotional for me,” O’Bryan said. “People are so excited to hear about Topco being a woman-run company and so many women in the industry have been so supportive. This show is a reminder that people are rooting for us.”
Among Topco’s new releases include the Vulcan range of masturbators, which have been updated with Cyberskin material. The company is incorporating the popular material into more lines, including Release — a range of hard-case masturbators available in different “sophisticated” tones. Topco also introduced new additions to its popular Climax range with the addition of Clio and Diana. Clio is a fork-tip vibe and Diana features a U-shape — each vibe features a finger loop for easy control.
Jimmyjane introduced its intermediate line of vibes called Ascend. Each design offers flexible versatility, Jimmyjane VP of PR and marketing Molly Murphy said. The new range features four new products, which are part of the Live Sexy line. The Ascend 1 can be used as a panty vibe.
“The Ascend 4 has crossover potential as a back massager,” Murphy said of the double-ended vibe. Jimmyjane also introduced a new Form 6 with heat, which is slated to be a hit for the holidays. Jimmyjane also introduced Feel Sexy lube with a “more approachable” price point, Murphy said.
Other Ascend models include a clitoral stimulator, a dual clitoral vibrator, an internal vibrator with two usable ends, and a flexible double-ended vibrator that offers an array of uses with its customizable shape. The vibrators are all rechargeable, made with body-safe, phthalate-free silicone and multi-functional.
Sir Richard’s introduced the new Element line of premium pleasure devices for men with the release of the Element MS vibrating masturbation sleeve. The ELEMENT MS features a ribbed base that delivers vibration to the frenulum through its raised pleasure node. Its Flex Fit wings are designed to custom fit the user’s girth, and its palm-sized design allows for better control.
Sir Richard’s also introduced a range of men’s maintenance products including Slick Dick’s lube and Soak and Stroke for masturbation in the shower. According to Murphy, Jimmyjane President Robert Rheaume was the mastermind behind Sir Richard’s expansion. “Sir Richard’s has brand loyalists that like our modern approach, and there’s not a lot of options when it comes to this category.”
Perfect Fit introduced the first-ever female-to-male transgender stroker, the Buck-Off. The toy’s co-creator Buck Angel and Perfect Fit announced their collaborative agreement in early June. According to Buck Angel, the stroker is designed to stimulate the enlarged clits of transmen.
“Trans men are very disconnected with that part of their body and I wanted to address that,” Angel said. “This stroker validates sex for the FTM community — it’s a big deal.”
Made of silicone and TPR, the Buck-Off is versatile in that it offers suction that can be used to stimulate nipples, a woman’s clit or the tip of a man’s penis. According to Angel the versatility of the toy reflects his fan base.
“My fan base includes everything — I have a large female fan base as well as trans men and women,” he said “It was important that the Buck-Off be affordably priced ($29.95) because the FTM community doesn’t have a lot of money.”
Fun Factory’s latest release is the Bück Dich, which is German for “bend over,” and features two ends — a dildo and a spanking paddle. The company also introduced new “larger-size booty toys for the discerning ass,” said Kristen Tribby, Fun factory’s director of marketing and education. The company also continued to promote its 20th anniversary, which will culminate with a big party at its headquarters in Germany.
Screaming O is introducing new colors and 12 new product designs at ANME. The company added a series of new vibrating rings featuring flexible motors that provide stimulation to erogenous zones. Screaming O’s new vibrating rings include Dangle, GO Q, and Dongle. The company also has expanded its range of Vooom! Vibes, the Vooom! Vibe and Soft-Touch Voom! Bullets, which are “mega-sized” massagers.
Screaming O Marketing Manager Gideon Perez discussed the company’s most recent round of material testing, which is done on all of Screaming O’s latest releases.
“Whenever we release new products we make sure that testing is part of the process,” Perez said. “It’s a good practice since the pleasure products industry isn’t regulated. We want to make sure that even the most affordable products are body safe — we don’t cut any corners. We’re proud to announce that all of our products are body-safe and that testing is part of our protocols.”
Sliquid showcased its popular range of natural personal lubricants, promoting Sliquid Soul — its new intimate moisturizer formulated from coconut oil and blended with other key natural oils featuring unique healing and soothing properties.
The company also introduced Sliquid Silver in a new glass bottle that’s reminiscent of a bottle of cologne.
“We were aiming for gender-neutral packaging that would appeal to men and women and something that’s discrete enough to be left out on the nightstand,” said Colin Roy, Sliquid senior VP. “Sliquid Silver looks classy and is safe to store somewhere visible like your bathroom countertop.”
Sliquid received a boost in mainstream recently when two of its Sliquid Organics formulas was featured in Gwyneth Paltrow’s website’s list of “Not-So-Basic Sex Toys.” The Hollywood A-lister recommended the all-natural formula on her website Goop.com.
Classic Erotica unveiled a revamped and expanded selection of Jelique products, which includes new packaging and formulation. According to Classic Erotica sales representative and product educator Nicole McCree, Jelique’s successful Pure Instinct pheromone oil is the only item to remain in its original blue bottle packaging.
The Pure Instinct brand also has been expanded to include gender-specific formulations, as well as a candle, spray and lotion in the same scent.
“Now there is a whole family of products,” McCree said. “We wanted to round out the line and make it more comprehensive.”
The company attracted ANME attendees to its booth with a bubble machine in promotion of its new Lickable Bubble Bath. Available in a vanilla mint flavor, McCree said couples could use the bath product to spice up their sex lives. “It’s really unique, there is nothing like this on the market,” she said, noting that the bubble bath is non-staining and non-sticky, and doesn’t have a soapy taste.
Classic Erotica also introduced Honey Buns, a line of honey-flavored stimulating gels, including a tingling gel that warms up and draws blood to enhance pleasure. The company also expanded its Max for Men line to include anal products, including the Stimulating Anal Gel — which is a repackaged version of the company’s Crazy Girl Booty Bomb designed to appeal to men.
Sportsheets introduced its newest collection, Midnight by Sportsheets. According to Sportsheets’ Joanne Queenin, the material has been dubbed “Sportsprint.”
“The lace is embedded into the material so there is nothing that can snap or rip,” Queenin said. “It has soft, finished edges.”
The beginners-friendly range offers “bling” with rhinestones and a lace-print material. The items in the line are packaging in boxes in a purple ombre shade, making each item box different yet cohesive. Midnight by Sportsheets features 13 items that includes nipple clips, cuffs, a strap-on and other BDSM essentials.
“It all looks good on the wall together,” Queenin said. “We’ve gotten a great response from retailers and already is flying off the shelves.”
Kheper Games expanded its arsenal of adult games with the addition of “the first adult board game that completely glows in the dark.” To offer the full experience to ANME attendees, Kheper Games set up a draped viewing display to demonstrate how the game’s vivid blue and green colors stand out in the dark.
Kheper Games’ other new romance games include: Whip, Bind and Scratch Tickets, as an extension to their line of “Red Room” games and Creative Kisses, a romantic card game of unique kisses. The company also presented its party games The Spirits Want You to Drink Them (a Ouija board spoof), Who’s the Biggest Freak? (a drinking game of confessions), and a Boobs and Boners card game. Rounding out Kheper Games’ latest additions are the holiday-themed games, The 12 Sex Games of Christmas and The 12 Adult Party Games of Christmas. Kheper Games’ Cathy Ziegler told XBIZ that ANME was proving successful for the adult games manufacturer and that “business is stellar.”
Joydivision introduced the new Xpander line of prostate massagers. The Xpander line offers unique functionality that allows it to reduce its size by half for safe and simple insertion, and then expanding fully to full stimulation size. According to Bianca Kuennecke, executive vice president of JoyDivision USA, the Xpander collection is made of Silikomed material, which is compatible with all lubricants and features antimicrobial properties.
Alexander Institute introduced a new method of selling its range of sex ed DVDs. The company is now offering prepaid cards for downloadable VOD movies for its full line.
“It’s a new generation — and they’re not going out buying DVDs,” Alexander Institute’s Meir said. “Retailers can sell these cards for $10 each and consumers can buy multiple at a time."
Alexander Institute also introduced the new G-Vibe Mini, the Real Lov app-controlled toy and a range of natural candles that feature environmentally friendly packaging and last up to 160 hours.
ID Lubricants’ Cheri Curry-Poe said at ANME, the company’s main focus is to talk about the company’s core line and the benefits of its products. “The feedback has been really positive,” she said. “We make our customers a priority by catering to each of their individually unique needs. With lubes now being considered an essential, we teach retailers about the various shades of play that can be enhanced by lube.”
Impulse Novelties introduced a new rechargeable vibrating bullet “in a fashionable new color,” said Mark Behar. “The Jill also offers powerful vibrations that are transmitted throughout the vibe.”
The company also introduced the Sofia Duo G, a bendable vibe that’s designed to stimulate the clit and the G-spot simultaneously. “Impulse Novelties is a company that’s increasingly becoming known for its bendable toys,” Behar said.