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

B-Vibe Spotlighted on Reviewed.com

B-Vibe has been featured in a Reviewed.com round-up of top-rated anal toys by writer Ryan Yates.

Orion Debuts New Style From Cottelli Lingerie

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

The Cowgirl Debuts 'Saddle' Sex Machine

Cowgirl has introduced its new Saddle sex machine with attachments.

XR Brands Releases 'Jock Enhancers' Collection

XR Brands has introduced its new Jock Enhancers line.

Blush Introduces 'Golden Dawn' Dildo From Avant Line

Blush has debuted the Golden Dawn dildo from its Avant Collection.

Orion Debuts 'Nodding Head' Vibe From Sweet Smile Line

Orion Wholesale has introduced the Vibrator With a Nodding Head from its Sweet Smile line.

Full Circle Debuts New 'Cleo Feather' Vibe

Pleasure brand Full Circle has introduced its new Cleo Feather Tickler vibrator.

Pjur Launches 'Toy' Line in North America

Pjur has announced its Toy series of wellness products will be available for purchase in the U.S. starting in September.

Orion Expands Cottelli 'Costumes' Line

Orion Wholesale has introduced two new outfits from its Cottelli Costumes line.

Harry Styles' Lifestyle Brand Enters Sexual Wellness Space With 'Pleasing Yourself' Vibe, Lube

Pleasing, the lifestyle brand founded by Harry Styles, has launched its first sexual wellness product line, Pleasing Yourself, featuring a double-sided vibrator and a silicone lubricant.

Show More