“The Think Pink! line strikes the perfect balance between having a mainstream appeal and remaining true to the fact that the products have a naughty twist,” Polita Barnes, head of licensing and brand development for Topco Sales, told XBIZ.
Think Pink! will be sold in adult retail stores nationwide, including Hustler Hollywood locations, with Topco handling distribution through its existing toy and novelty distribution chain.
Barnes said the items will be sold in adult stores but use more traditional marketing avenues and techniques similar to those used by merchants such as “The Body Shop” or “Sephora.”
“Now, more than ever, women are realizing that it is normal and healthy to want to add spice to their love life,” she said. “To market Think Pink! product toward these women, we need to speak to them in a language that they understand and are comfortable with: that of the mainstream cosmetics industry.”
Step No.1 in achieving the goal was putting Think Pink! in “fun, well-designed, female-friendly packaging” with no overtly adult imagery. In addition, many of the product offerings in the Think Pink! line echo trends from the mainstream beauty and cosmetic industry.
To get the word out, Topco is conducting promotional events with Hustler Hollywood retail stores.
Initial releases in the Think Pink! Line include: