trends

A "Wicked" Change for the Better

Being able to turn on a dime and create new revenue streams usually applies to small companies that have somehow latched on to a hot product or star. Once the buzz is in place these companies can then outsource manufacturing or production and take advantage of the frenzy while it’s still hot.

But the adult industry’s a bit different. Even the big names have the ability to change quickly because of the intimate nature of the business and because much of what’s considered “hot” is consumer-driven.

“Star power” has made some production companies successful over night. Girls like Jenna Jameson and Sasha Grey have become franchises in their own right and have spawned incredibly lucrative businesses. They’ve also made substantial amounts of money for producers savvy enough to market their content quickly.

And other stars that may not have the instant notoriety but are still perennial fan favorites often become the backbone of a movie company as contract stars. The recognizable “name” studio and the star create a symbiotic relationship that benefits both, and is often a smarter long-term strategy.

Wicked Pictures is a prime example of a well-established company with a very recognizable brand that reacted to the recent market downturns by diversifying and adjusting its strategy using its stars and frankly, some marketing “balls.”

Instead of resting on its laurels as a big-budget production house known for a strong stable of stars and glamorous feature movies, Wicked instead decided to augment its bread-and-butter film productions with new products and ramped-up consumer marketing.

XBIZ caught up with Wicked president Steve Orenstein at a recent adult conference where his company was the obvious standout among adult producers when it came to making changes and adopting a more progressive strategy.

On display were the new Wicked RealDolls – love doll likenesses of Wicked Girls Jessica Drake and Alektra Blue that were unveiled in January.

Orenstein made a point of pointing to Wicked’s new products as a major part of its marketing initiatives aimed at bolstering any shortfalls in traditional DVD sales. “The girls are the biggest draw for any company. We have long lines for our stars when they do signings of any kind. But we realized that our marketing strategy and product lines have to expand in order to maintain the excellence of the brand and to stay competitive and in the consumer’s mind,” he said.

The impetus for the Wicked RealDolls may have come from the company’s cyberpunk feature movie “2040,” where director Brad Amstrong used RealDolls as androids in the film, but the bottom line is that Wicked took the necessary steps and decided to create a new product line using its brand and star power – a move that at the very least put the company in the consumer spotlight.

Armstrong said, “I went down to their [RealDolls] showroom and I was amazed by the quality and vision they brought to the table. I thought there must be a way for Wicked and Real Doll to work together, joining the best in adult entertainment with the best in doll manufacturing. I pitched Matt McMullen, the owner of RealDoll, on the idea of putting together a Wicked RealDoll line, and the rest is history. We’re incredibly excited to bring the Wicked Girls to life in doll form and let their fans enjoy them at home.”

The collaboration between Wicked and RealDoll benefits both companies. Wicked gains a new product, and RealDoll adds a major studio to its client roster – a win-win for both companies and another method of staving off economic downturns.

Ornstein said, “The folks at RealDoll have always been leaders in their field. I believe the Wicked/Real Doll partnership will be a huge success. Bringing the star power of the Wicked Girls as well as other top stars in the industry together with a new generation of dolls using RealDoll’s latest technology is a sure win.”

“The first 2 real dolls just launched only three weeks ago at the AEE show and were seen for the first time. It is too soon to know how profitable they will be, although they were met with a great deal of interest. I’m confident this was a good move for us but it’s too soon to quantify,” Orenstein added.

But the creation of a product like Wicked RealDolls doesn’t end with the manufacturing and marketing of the hard goods. Consumers who opt to purchase a Wicked doll will find links on the RealDolls site that directs them to the star’s Wicked Girl website. Cross marketing at it’s best.

RealDoll owner Matthew McMullen shares Orenstein’s enthusiasm. “Working with a high profile company like Wicked, which is known for setting industry standards, will enable me to take RealDoll to a whole new level. With our initial release of licensed RealDolls based on Wicked’s entire line up of amazing contract girls, I feel that we have introduced a new era in the adult entertainment industry. And with Wicked Pictures now acting as our liaison to the adult industry, we are actively seeking additional talent to add to this exciting line of RealDolls,” he said.

McMullen added, “With three decades of proven customer satisfaction and cutting edge entertainment between the two companies, the Wicked Dolls are sure to have a huge impact on the two industries.”

Small or large, companies bent on surviving the challenges of downturns, technological piracy and plain old competition need to shake up their thinking. And sometimes that means reaching out to what at first appear to be strange bedfellows.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

profile

Zhe Founder Karyn Elizabeth Creates Gender-Affirming Lingerie Fashion

For years, the mainstream lingerie market has been shaped by narrow beauty standards and cisnormativity, with little room for gender diversity. Most lingerie is designed to fit cisgender female bodies, while trans people are often forced to go DIY with uncomfortable solutions like pantyhose, duct tape and ill-fitting shapewear.

Naima Karp ·
profile

Neon Coyotes Sets the Tone for Trendiness With Bespoke Leather Kink Wear

If your kink wear can’t readily make the leap from a dark BDSM dungeon to a sunny, mimosa-fueled brunch, you haven’t yet been initiated into the cult of the Neon Coyotes — fresh, leather kink wear brand transforming restraints into runway-ready art.

Colleen Godin ·
opinion

Why It's Time for Adult Retail to Embrace AI

In the late 1980s, I was working in the rental car business. My first company didn’t have a single computer. Everything — contracts, inventory, employee records — was done by hand. If you wanted a report, you dug through paper files and crunched numbers on a calculator. It was tedious, but it was all we knew.

Zondre Watson ·
opinion

What Retailers Gain by Partnering With Family-Run Brands

In an age increasingly dominated by corporate consolidation and faceless supply chains, choosing to work with a family-owned and operated business can offer retailers a depth of value that goes far beyond pricing and product margins.

Briana Watkins ·
opinion

How the 'Back Massager' Vibrator Became the World's Most Versatile Sex Toy

Wand vibrators are once again having a pop culture moment. Recently, Harry Styles expanded his lifestyle brand, Pleasing, by introducing a “Pleasing Yourself” double-sided wand vibrator developed in collaboration with sex educator Zoë Ligon.

Naima Karp ·
opinion

Strategic Retail Buying in a Shifting Pleasure Economy

Retail buying has never been a static job, but recent volatility in pricing, caused by shifting tariffs, global import costs and freight variations, has demanded a new level of agility for adult industry buyers and managers. As business expenses rise, so does the pressure to optimize the return on every product.

Rin Musick ·
profile

WIA Profile: Cynthia Wielgosz Elliott

The past year has been a challenging one for the team at premier lubricant manufacturer Sliquid. Late in 2024, company co-founder Dean Elliott passed away after battling cancer, though he managed to flash his wide, signature grin until the very end.

Women in Adult ·
opinion

Michigan's Intimate Ideas Offers Playful Retail Setting for Wide Range of Shoppers

Jerry Manis, the regional manager of Intimate Ideas’ Michigan stores, never planned on working in adult retail — but he says it’s turned out to be a surprisingly rewarding gig.

Quinton Bellamie ·
opinion

Kraig McGee Blends Family Values, Creative Background at TAF Distributing

Walk into any Adam & Eve store in the Mountain West region of the U.S. and you’ve likely stumbled into a TAF Distributing outfit. Owned by industry veteran Kraig McGee Jr. and staffed by his closest family members, McGee’s 35 TAF-operated stores span 13 states, from woodsy Idaho to scenic Utah and well beyond.

Colleen Godwin ·
opinion

How Pleasure Brands Can Ethically Market to LGBTQ+ Communities

Every June, the rainbow floodgates open. Suddenly, pleasure products are “Pride-themed,” companies change their logos and brands rush to show just how inclusive they are — at least for 30 days. But as a queer, nonbinary marketing strategist who works with adult brands year-round, I’m here to say: Rainbow dildos alone are not progress. They’re often just noise.

Hail Groo ·
Show More