So yesterday, Saturday, July 13, was Day 1 at the biggest show in the sex toy world - ANME - the American Novelty Manufacturers Expo - aka The Founders Show (if you want more info about what ANME is all about, scroll down to my other blog... it's super interesting). It runs for 3 days and believe me, will keep you busy every moment of the day.
And what a show it is! There are three big exhibit spaces that are jam packed with products for every whim, desire, and fantasy. Since the show is three days, I gravitate towards doing one exhibit space a day. Between looking at products, pressing control buttons to test 'em out, having the all important sales teams at the booths show me the latest and greatest, and most of all, nonstop SCHMOOZING, it's about all I can handle. And throw in the yummy, complimentary lunch and nightly cocktail parties, it's all I can do to breathe and sleep. I love it!
So let me raise the tent wall and let you know what I did yesterday in the first of the three exhibit areas: the Exhibitor Tent.
I sauntered through the air conditioned tent to see the thirty eight booths and made sure to stop at nearly every one of them. There were new manufacturers there as the tent was recently added to increase the number of offerings at the show, which was a welcomed and stimulating change, giving buyers a fresh, new crop of vendors eager to add to your stock and inventory.
There were new lube companies looking to crack into the lucrative lubricant business. Tiger Lube and SLYD were the newer ones and Uberlube showed off their standard, clear glass bottled silicone lube to the eager buyers. Fun games were represented by the British company, Creative Conceptions, who lived up to their name by rolling out clever and stimulating games to keep relationships hot and frisky. Who thought board games could spice up relationships but these definitely would.
Tried and true Vibratex was thrilled to continue the re-launch of the trusty Magic Wand. Notice no word "Hitachi" here? Yep! It went bye bye even though the Magic Wand is sill made by the company. With it's beautiful blue trademark colors and crisp, clean packaging, the Magic Wand now sports up-to-date internal technology which makes the best even better. And if you already stock the best selling Magic Wand in your store, now's the time to refresh and restock it even more.
There were lots of newer companies being highlighted at ANME including Zolo masturbators (those with the clever ads), OMG Internationals, Impulse/Closet toys, Rapture BDSM equipment, E.L. Products, and lingerie companies, too.
Of the newer companies, Maia Toys added to their happy-go-lucky colored vibes and toys that are perfect when you want to brighten your day and inner thighs. Seductive shapes and easy to use controls are the highlight of this new toy line.
Masque Sexual Flavors brought their sensual display to promote their best selling product. Wanna know more about Masque? Just scroll down to my infamous product testing blog... they're yum and fun in one easy strip.
Perhaps the most unique and interesting booth was the Crave booth. The Crave is a simple to use, two pronged vibrator with strong separate motors at the tip of each extension which can be used to nuzzle around one's clit... if you're a woman! It's a fun, little vibe that packs a punch. But what made this booth so outstanding? They allowed us journalists to actually BUILD A VIBRATOR in the booth! Yep! A grown-up's version of Build-A-Bear! I couldn't be more thrilled with the opportunity to see one come to life right in front of my eyes, created with my own nimble fingers.
I was guided through the whole process while I picked out my silicone sleeve, plucked a motor unit, delicately lifted the small control button panel, and snagged the USB charger section out of the components bin. I was ready to go. I unscrewed the partially assembled piece, used locktite when I reassembled it, gingerly applied silicone glue to complete the waterproof seal, used a custom made vice on the table to really getitintight, did electrical testing on two of the sections to make sure they were assembled properly, and about 10 minutes later, I had my own Crave vibe that I put together myself! I'll tell ya... it gave me a whole new appreciation of tiny vibrators!
Okay, so needless to say, there's lots more booths here at this July's ANME that I need to cover with products to squeeze, test, turn on, taste, point at and enjoy. There's two more days of fun with two more exhibition spaces to cover so stay tuned for the next updates!
I love my job.
No blog is complete without a JOTB so here it is:
Since I've been looking at dildos, vibrators and other assorted sex toys all day, here it is...
What's 12" long and white?
NOTHING.
See ya tomorrow with a report from the Big Room at ANME.
ANME Day 1: In Tents Man, In Tents
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
How Adult Retailers Can Enhance Sales With Supplements
The supplement industry is big business. In 2024, Future Market Insights estimated it to be valued at $74.3 billion, and other market research firms anticipate that number will grow to upwards of $170 billion in just 10 years.
Why It's Time the Pleasure Industry Got Serious About IPX Waterproof Ratings
As someone who regularly communicates with manufacturers, retailers and consumers, I’ve seen how this ambiguity can do a disservice to both the customers who use these products and the businesses that sell them.
Tips for Sexual Wellness Brands to Win Over Gen Z This Summer
As summer rolls around, the excitement in the air is palpable, especially for one particular demographic: Gen Z. College and university classes are over, vacations are booked and it’s time to let loose.
Celebrating the LGBTQ+ Community With Inclusive Packaging Design
Pride Month is a time of visibility, joy and self-expression. In the pleasure industry, projecting that energy can start with something as simple as a box. Market research shows that 72% of U.S. consumers say product packaging influences their purchasing decisions.
WIA Profile: Pettus Ashley
Pettus Ashley brings her A game to the world of authentic adult branding, flitting between airports as the American face of U.K. brand Bathmate. As a company brand ambassador, Ashley personifies Bathmate’s dedication to the retail world, showering staff with equal amounts of appreciation and sales education.
Good Relations Fosters Sex Wellness, Positivity for 40+ Years
Melinda Myers, the founder and owner of Good Relations in Eureka, California, was still in college when she got invited to attend her first pleasure products home party.
Why It's Time for Pleasure Brands to Stop Ignoring B2C Marketing
For many B2B adult brands, marketing to consumers feels like a waste of time. I’ve heard it so many times: “We sell to retailers, not consumers. Why should we invest in B2C marketing?”
The Midlife Movement Is Exploding; Is the Pleasure Industry Ready?
In marketing, there tends to be an emphasis on the younger generation — the trendsetters. The assumption is that appealing to the younger market has a halo effect on older consumers, who look to younger folks for what is on trend.
Gender Play Gets Creative With Fantasy Toys
Sex toy manufacturers are increasingly recognizing the value of fantasy products, expanding their lines to include ever more diverse designs. What was once considered a niche market has proven to have broad appeal, demonstrating that people are eager to explore desires that extend beyond conventional human experiences.
How Sex Toy Retailers Can Better Support Marginalized Communities
As someone who has been in the industry since 2003, I’ve seen countless trends, products and marketing strategies come and go. Yet one thing has remained consistent: a significant gap in how sex toy retailers serve marginalized communities.
