SHEE Toy, Novelty Trade Group to Launch at Love LA Show

LOS ANGELES — A sex-positive segment of the adult toy and novelty industry has announced plans to form a trade association. The SHEE group, which stands for Sexual Health, Education and Entertainment, will meet for the first time at the 2nd annual Love LA Show at the Henry Fonda Theater in Hollywood, Calif. on Jan. 25.

Freddy & Eddy sex boutique proprietor Ian Denchasy founded the organization. The initial seed for the group was planted at last year’s Love LA show.

The group’s mission “will be to cast sexuality under the umbrella of overall health, focusing on promoting healthy sexuality as vital to not only sustaining relationships/marriages, but as an undeniable component of overall well-being.”

SHEE seeks to bring together toy manufacturers, educators, retailers, experts and medical health professionals to the cause.

For more information, visit SHEEGroup.org.

Set up as a non-profit organization, SHEE plans to be a resource for its members to provide information including new products, training, distribution points, service and pricing to other members.

Funding for the group will be generated from several Love LA events, private contributions, membership dues and advertising revenue from its website and print newsletter.

“Our goal is to create an unbiased, reliable repository of sex-positive information accessible to professionals seeking to better people’s lives through the dissemination of accurate information, safe and effective products, fun and dignified retail outlets, and credentialed professionals spreading accurate and timely sex-related information,” Denchasy said. “As we build SHEE company by company, I envision some sort of independent product testing matrix, a set of guidelines for adult stores and websites to have at our disposal, and perhaps even a credit union or fund in which adult companies and entrepreneurs could obtain small loans or lines of credit at competitive rates.”

Additionally, SHEE endeavors to disassociate itself from the “porn industry” because of what Tantus Sillicone President Metis Black called “negative elements.”

“We understand the intertwining of porn and novelties from a historical perspective,” Denchasy said, “And we acknowledge that pornography is not in any way something we cast aspersion toward. However, we think it’s time for pornography to prosper as its own distinct industry.”

To contact Denchasy, call (310) 915-0380, or email freddy@freddyandeddy.com.

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 News

ProDx Health Launches Affiliate Program

ProDx Health has launched an affiliate program for creators and other members of the adult industry that promote its home-collection testing kits.

Lovense 'Ferri' Spotlighted on Wired.com

Lovense’s Ferri has been spotlighted on Wired.com.

Orion Debuts New Style From Cottelli Lingerie

Orion Wholesale has added a new style from its Cottelli Lingerie line.

JO Debuts Stroker-Optimized Lube

JO has introduced its new Stroker Lube, engineered for use with strokers and sleeves.

Williams Trading, Micro-Journey Sign East Coast Distro Deal

Williams Trading Co. has signed a deal to distribute wellness brand Micro-Journey's Mushroom Tablets on the East Coast.

Lightning Star World Debuts Aubrey Kate Stroker, Dildo

Pleasure brand Lightning Star World has introduced its new Aubrey Kate Collection.

B-Vibe '360 Plug' Spotlighted on Wired.com

B-Vibe’s 360 Plug has been spotlighted on Wired.com.

Honey Play Box, Planned Parenthood Arizona Partner for 'Just the Tip' Wellness Workshop

Honey Play Box and Planned Parenthood Arizona recently partnered for “Just the Tip: A Pleasure-Based Workshop.”

Je Joue Names Ian Kulp Head of Global Wholesale, Brand

Pleasure brand Je Joue has appointed Ian Kulp as its new head of global wholesale and brand.

Sportsheets Releases New Training Video for 'Peaches 'n CreaMe' Collection

Sportsheets has released its latest training video, titled "Peaches ’n CreaMe," hosted by Brand Ambassador Rin Musick.

Show More