According to Topco’s Justina Walford, the adult retail market is changing, which means that companies like Hustler need to find product lines that appeal to contemporary customers.
“There’s a shifting climate of sexuality,” Walford told XBIZ. “The market has a growing number of women and couples, so it’s important to bring them in by organizing and solidifying the brand.”
Hustler now has eight distinct adult novelty brands. While each bares the signature Hustler name, the lines are meant to cater to a diverse clientele.
The categories are:
Hustler For the Rest of the World: A line aimed at the “discerning buyer.”
Hustler Hardcore Since ’74: A line with heavy-duty metal and leather sex gear that the company says is for “serious players.”
Hustler My First…: Dedicated to producing “feminine and flirty” toys for novice buyers.
Hustler Think Pink!: A line of “glamorous cosmetic confections.”
Hustler XXX: Masturbators and enhancers for men.
Hustler Taboo: A line of toys aimed at fetish and bondage customers.
Hustler Exclusives: A line of vaginas and strokers inspired by Hustler magazine and film properties; the line features toys with “Barely Legal,” “Ghetto Booty” and “Asian Fever” themes.
Hustler Games: A line of bedroom games.
New additions to the fleet of Hustler sex toys include adding vibration to many of the silicone items; a new peppermint-flavored cooling massage oil for the Think Pink! line; and translucent Jel-Lee vibe kits, sold under the For the Rest of the World label. Topco also has two new products for the XXX brand: The Gun Metal Hummer, which simulates oral sex, and the Fuck Buddy CyberSkin, which boasts a “pubic bone” for extra strength.
With all the changes, perhaps the biggest change was to the packaging itself. In order to make their products more accessible to a growing and varied consumer market, Topco helped Hustler repackage many of their existing products.
“We want end-users to be able to look across a crowded room and find the toy that’s made just for them,” Topco Sales CEO Scott Tucker said. “Our new packaging is specifically designed through color and presentation to catch the eye of their target buyer.”
