Magic Wand is a brand that both lives up to and transcends its own name. To keep the clichés flowing, you could even say that Magic Wand has been without need of introduction since its introduction to consumers in the late ’60s, when sex toys were still mostly confined to secrecy.
Now long sold under the Vibratex umbrella of brands, the industry's classic sex toy is getting a once-over — and a barely noticeable but effective makeover — from recent company addition and beloved biz veteran Ken Herskovitz.
Rather than keep up with trends, we need to keep upping our game as custodians of a brand that truly has a life of its own.
Herskovitz officially announced his role as CEO less than a year ago. After his ongoing stint as a marketing consultant and eventually marketing director to Vibratex, original business owners Dan and Shay Martin set Herskovitz up to take the lead.
“I want to thank Dan and Shay Martin for trusting me to help lead this amazing team, and for making it feel like I’m part of the family,” he says in appreciation.
Since then, Herskovitz has paid special attention to the company's Magic Wand sales arm, which is often responsible for drawing a consumer crowd.
“Ironically, ever-changing trends have revealed Magic Wand’s true status as a beloved constant that people trust not to change,” says Herskovitz. “It’s virtually the same as it was in 1968, yet remains one of the most in-demand — and influential — products on the market.”
Herskovitz says he's been fascinated by the family business story of his new career home. He reveals that even before bringing Magic Wand under its wing, Vibratex was producing innovative and equally famous products that changed the game for sex toys, like the original Rabbit Habit that appeared on “Sex and the City” in the early 2000s.
Part of Herskovitz's early contributions included revising the Vibratex catalog to highlight the most popular items and brand names. Herskovitz says this in-depth consultation was responsible for shifting the team’s broader efforts in supporting the Magic Wand line.
“Before looking ahead, we needed to look inward and evaluate everything from logistics to branding,” he recalls. “Ultimately, every objective has been set to help Magic Wand resellers succeed.
“Trying to avoid change for the sake of change,” he continues, “we prioritized initiatives and process improvements where we felt the impact would be most positive.”
Herskovitz reveals some exciting news for retailers, including behind-the-scenes developments he says B2B customers will appreciate. On the public-facing end, elements like a new logo, brand colors, messaging and marketing will drive sales and recognition.
For starters, though, one thing Magic Wand won't be updating is the brand's inherently gender-neutral appeal.
“Magic Wand is and always will be a cultural icon that symbolizes the power of individuality,” says Herskovitz. “There’s never been a need to adjust the messaging as the collective social consciousness evolved because, I believe, it transcends planes of culture and gender.”
In this vein, retailers and consumers alike can revel in refreshed branding, updated packaging and product photography, and marketing messaging that Herkovitz says all call on Magic Wand’s status as a cultural icon.
“Our ‘Pleasure Persists’ campaign features custom illustrations, imagery and even a 1960s photo of Suzi Spielberg, Shay’s mother and the founder of Vibratex,” tells Herskovitz. “Because our goal was to evolve, we hope you’ll appreciate both the new look and feel like it’s the branding you’ve always known.” However the team at Vibratex decides to keep the “magic” alive, Herskovitz explains that making sales tactics less mysterious for B2B clients — often with more understandable marketing for B2C shoppers — will always be top-of-mind.
“Generally, we focus our energy on direct support for our distributors and customers,” says Herskovitz. “As such, one of the tasks we’ve taken on is educating resellers and consumers about [product] differentiation.”
Think all white-and-blue, standard-sized wands are created equal? Not so, according to Herskovitz.
“Although they look similar, the three SKUs each have a unique set of features which don’t create the expected 'good, better, best' range,” he explains. “To help, we’ve developed a comparison matrix that calls out the similarities and differences to help consumers decide.”
Herskovitz and his team came up with a decidedly easy and fun format to keep up with Magic Wand's three different — though uncannily similar — models. He says each wand was given its own “persona,” expressing familiar and unforgettable traits with which consumers can genuinely connect.
The Magic Wand Original is also known as “The Icon,” unchanged for decades and universally loved. The Magic Wand Rechargeable is “The Free Spirit” with all of the power, none of the cord. Lastly, the Magic Wand Plus is “The Prodigy,” the brand's variable-speed plugin with some of the same features found on the Rechargeable.
Perhaps most notably in the post-COVID events world, Herskovitz says he and his team are gearing up and very much looking forward to seeing clients and friends (who are, of course, one and the same) in person as early as this year.
“We’ll have a presence at the International Lingerie Show, distributor shows, and of course, ANME in January [2022],” Herskovitz announces.
Herskovitz calls special attention to director of business development Eddie Romero, who he says “manages to remain ever-present and ultra-responsive to everyone’s needs.”
Additionally, the Vibratex family is excited to continually expand their involvement within the industry's popular private Facebook groups, like Pleasure Product Professionals (PPP or P3) and Sexuality Professionals and Manufacturers (SPAM), which Herskovitz finds extremely beneficial.
“These amazing resources have really helped keep the community together, and we look forward to doing more to support and engage there,” he says.
Like true magicians, Herskovitz says Magic Wand can't reveal all just yet, so pleasure businesses would do well to keep their eyes peeled for the curtain to rise on new announcements.
Until then, he has some concluding, sage words for all humans representing sexual freedom and seeking the next big thing — whether in their career, personal life, or world-changing dreams.
“To everyone, my advice is to stay genuinely curious and let the world know what opportunities you’re open to,” Herskovitz advises.
“I’ve had the great fortune to work with amazing people and see many sides of this industry,” he goes on. “I can definitely attribute that to both the opportunities I was presented with and those I made. Sometimes doors don’t open unless you knock — so keep knocking.”
Since arriving at Magic Wand, Ken Herskovitz has formed an epiphany that equally applies to upholding the right kind of ethics and values, whether you're chasing business or a life lived in your truth.
“Rather than keep up with trends, we need to keep upping our game as custodians of a brand that truly has a life of its own,” he concludes of his future with Vibratex and Magic Wand. “That to me is what makes this job so special.”
