DevineToys Expands Company, Product Line

Ericka Jensen
HOUSTON, Texas — Sexual accessories company DevineToys has expanded business with the addition of new color choices for its signature line of products.

DevineToys manufactures and distributes a collection of locking cases for adult pleasure items, condoms and other personal accoutrements. Founder and CEO Nina Helms started the business in 2003, basing the design and function of the collection on her own personal needs.

“Our inspiration for new product design comes from the source — the retail floor,” Helms told XBIZ. “And we aim to follow fashion trends for color and fabrication insight. People want to be chic on the street and in the bedroom.”

The company has introduced its Devine Carry-on in bubblegum pink, pearlized white and gunmetal silver in a faux crocodile fabric.

“The new colors really pop and are flying off the shelves,” said Nelly Hall of Condom Sense whose Portland, Maine-based chain carries the line.

“Women are now caring more about being elegant and practical in how they encase their personal pleasure items,” Hall said. “This bag is a great case for traveling discreetly and hygienically with your favorite pleasure piece, necessary contraceptives, extra batteries and personal lubricant.”

The Condom Cube and Devine Toy Box also are available in gunmetal, a move that Helm said will broaden color choices for men while still appealing to women.

In 2006 Helm collaborated with a former Estee Lauder cosmetologist to create Afterglow Toy/Personal Tissues, an anti-bacterial and anti-microbial product used for personal and toy cleanliness.

Last month, DevineToys moved its operations to a refurbished 1950's office and warehouse in the heart of Houston. According to Helm, DevineToys’ growing operations made the consolidation and move necessary to streamline efficiency.

“We are invigorated by this bold move in tight economic times,” Helms said. “Our decision to expand the line and move offices is based on the strength of the DevineToys brand and our loyal customer base.”

The entire DevineToys line can be viewed here .