The focus of the overhaul is to update Private’s packaging and appearance and to incorporate some of the new technology and materials now available to the sex toy industry.
Making a departure from the softer design elements and colors Doc Johnson is known for, the updated Private Toy Line will reflect a bolder, more aggressive design style, the company said, and the signature image on its packaging will be of vampy, sexy, “statuesque blonds” that more closely resemble fashion models than porn stars.
Doc Johnson and Barcelona, Spain-based Private Media also plan to unveil several new additions to the line over the next few months, starting with Private Pink, a line of pink vibrators that feature a mix of phallic and non-representational designs. Other new products in the line will be pulsating, heart-shaped Love Beats.
“The Private Toys collection continues to reflect a European sensibility, but we’ve given it a classier look without losing any of the raw sensuality that has made the line so popular,” Lavi Yedid, national sales manager for Doc Johnson, said. “The initial response to the new look has been overwhelming.”