BURBANK, Calif. – ANME wrapped its second full day of product exhibitions today with much of the buzz surrounding next month’s release of the “Fifty Shades of Grey” movie.
Likening the “Fifty Shades” phenomena to “Deep Throat” and “Sex and the City” fandom, Sportsheets founder Tom Stewart says “Fifty Shades is like the second coming of Christ – everyone is betting on this, even the naysayers.”
According to Stewart, regardless of the kinds of reviews that the upcoming “Fifty Shades of Grey” film receives, it is destined to attract viewers – and new adult retail shoppers.
“It’s going to shape the next two years of business,” he said.
According to Sportsheets President Julie Stewart, the only reason that the “Fifty Shades of Grey” has critics is because it represents women’s sexual fantasy. “No one judges the man’s fantasy,” she said. “The haters can hate but they’re going to be left behind, because it is going to attract new fans from all walks of life.”
Sportsheets is using the “Fifty Shades” movie as inspiration for a brick and mortar retail display contest. Retailers can enter by creating an in-store display using items from its Sportsheets, Sexperiments and Sex & Mischief lines to win the grand prize of $1,000 worth of wholesale products.
In preparation for the anticipated sales rush from February’s “Fifty Shades” big-screen debut, CalExotics introduced additions to its Scandal and Entice Accessories.
The company expanded its Coco Licious Collection with the addition of personal care cosmetics and new pleasure products.
According to CalExotics’ Desiree Duffy, Coco put her personal touch on the new releases, choosing strawberry flavor for her new O Gel, Arousal Gel and Booty product.
Two more collections that were introduced are Clitoral Pumps and Nipple Play, along with new additions to the collections Apollo, Bendies, Booty Call, Classic Chic, Embrace, Emperor, Impress, Love Rider, Packer Gear, POSH, and the Up! Collection.
"What a great ANME Show,” CalExotics CEO Susan Colvin said. “Everyone loves the new Silhouette Collection which was truly a showstopper with its versatile packaging, elegant designs and premium features. The new look of our iconic Jack Rabbit with the cohesive packaging and four levels turned heads, too. The additions to the Scandal, Entice Accessories, Coco Licious, Embrace, and Impress – among others – were huge hits as well. We loved seeing our customers and hope they enjoy everything we have to offer as we kick off 2015."
Pipedream Products showcased its newest wares. Among Pipedream’s new releases was the Crush 18-piece collection of premium silicone massagers, made from Pipedream's exclusive medical-grade Elite Silicone. Each vibe features 10 super-powerful pulsation patterns and are available in three sizes.
Pipedream’s iSex line is a nine-piece collection of portable USB-powered pleasure devices that plug into a USB port of a computer, car, or cell phone plug. The line features bullets, strokers, and a vibrating nipple clamp.
The first collection to be conceived and produced at Pipedream’s new state-of-the-art U.S. manufacturing facility, Real Cock – a collection of realistic dildos – were showcased at the Pipedream booth with a full wall display and video presentation.
Pipedream CEO Nick Orlandino said with the new facility, the company now has the capacity to produce 5,000 packaged and ready-to-ship products per day. He said the expansion was necessary to meet increased demand.
In response to the show, Orlandino said that within the first two hours of the event, Pipedream’s team was always taking orders. “ What does that tell you,” he said. “This is always a great show for us, and we always look forward to it.”
Pipedream also introduced a new addition a new member of its staff – Brian Sofer, who has joined the company’s marketing department.
“I’m really excited to join a top manufacturer,” he said. “I’m looking forward to working on marketing for Pipedream. I couldn’t be happier. They’re a great team.”
Anticipating their 2015 Industry Pioneer Award from XBIZ, Nasstoys founders Teddy Rothstein and Elliot Schwartz reminisced about their past 40 years in the pleasure products industry.
“If it wasn’t for Teddy, you wouldn’t have a job right now – this industry wouldn’t exist,” Schwartz said of Rothstein’s freedom of speech battles that helped shape the industry.
“Me and Elliott expect to be here for a long time,” Rothstein said. “We show no signs of slowing down. We’re still growing and I wake up every morning excited to go to work.”
Topco Sales attended ANME with a new open booth.
“There’s a lot of good energy and activity within the Topco booth,” Topco Marketing Director Lynda Mort said. “Topco is in the middle of rebranding in addition to moving to a new state-of-the-art facility with a new cosmetic lab. This move is different, it fits us better and will make us more efficient.”
Showcasing its range of existing lines, Mort said ANME attendees can expect the manufacturer to make a bigger splash at ANME’s July show with new additions to its Farrah Abraham line.
Showcasing a selection of collections, Doc Johnson also took to ANME to promote its Playboy Radio show, “Ask the Doc” hosted by Chad Braverman, Doc Johnson’s creative director, and Sunny Rodgers, Doc Johnson’s marketing guru.
“The show originated on social media and our ‘Ask the Doc’ section on our website where we’re always receiving a flood of questions from consumers about sex and pleasure products,” Braverman said. “Sunny is an excellent co-host, and at ANME we’ll be recording segments with some of our customers.
“As for ANME, attendance is up and we’re excited to introduce our newest products, 99.9 percent of which are made in the U.S.,” he said.
Jimmyjane debuted the new Form 5 and Hello Touch X, along with a limited edition red version of the Form 2. The Form 5 features a “pleasure dome” to target the clitoris, along with flaps that tickle the labia.
Meredith Davis, Jimmyjane’s resident sex educator and social media manager, said that the Form 5 “can be used by her, him and us,” meaning that it can be used as a masturbator and a couples toy.
The Hello Touch X features two sets of finger pads – vibrating and a set that delivers electro stimulation.
“It’s a great product to introduce consumers to electro-stim without having to invest in a full violent wand kit,” Davis said. “Hello Touch X explores the thin line between pleasure and pain and replicates that innate spark between couples.”
Showcasing its assortment of products, including the Palmpower Massager, Swan vibes, the Panty Vibe and Rain collection of vibes, BMS Enterprises also unveiled a new branch of its company at ANME, BMS Printing.
BMS’ marketing exec Sean Marshall presented the brand’s patent pending Pop Me One Touch Silicone Cell Phone Stand. The promo item is available in a variety of colors and can be printed with any company logo, he said. The Pop Me affixes to the back of a cell phone and can be used as a stand or clip.
Beamonstar Products showcased its range of sexual enhancement supplements alongside its new range of toys. “We’re not just a pill company anymore,” said Clint Strunk, sales manager for Beamonstar.
Beamonstar also recently became the distributor of TSX Toys, and had TSX Toys CEO Tia Loya on hand.
“I think it’s great to have Beamonstar distribute TSX Toys,” Loya said. “I have a lot of confidence in [Beamonstar President] Jeff [Bolanos]. He’s relentless and a good soul. I’m happy about our partnership.”
Baci Lingerie’s main showcase centered on its new ENVY Menswear styles, which will be released in three phases and includes a selection of costumes.
The Baci Lingerie booth showcased new ENVY Menswear styles front and center at its booth, alongside planogram displays and new 2015 Product Supplements. Baci Lingerie lines on display include Dreams, White Label, After Dark, Masq, Eyelashes and Corsets. The company also offered retailer planogram displays and its 2015 Product Supplement catalogs.
Having just come off its participation at CES, Ohmibod showcased its latest innovation in wearable technology. Ohmibod founder Brian Dunham demonstrated the functions of the OhMiBod Remote — an intuitive interface that allows users to connect to and control massagers via Bluetooth and Wi-Fi. Available for Android and iOS devices, the new smartwatch-compatible app will include preset patterns and manual intensity controls such as tap and record. The app also now includes new biofeedback functionality that enables a toy to vibrate to the controller’s heartbeat.
Comparing the brand to German car manufacturer BMW, JOYDIVISION’s newly minted senior vice president of sales and marketing Marcus West said the company is rapidly expanding. The company recently launched its U.S. division.
The company showcased Joyballs Secrets kegel balls and the Joystick Micro Set that includes a vibe and interchangeable sleeves. JOYDIVISION also debuted a new line for men called Drive, as well as massage candles and lube with 24 karat gold flakes that make it shimmer. Its Expression and Abstract series are artistic vibes with designs that vary from vibrator to vibrator.
“Each one is hand poured so you get your own individual design,” West said.
JOYDIVISION Sales Manager Yelena Aksert, who recently joined the company, said that she is trying to apply her previous professional experience in fashion to the pleasure products business.
“I was in fashion for over a decade where I worked in business development and private labeling, and developed several international relationships,” she said. “I’ve worked with Neiman Marcus, Barney’s and Nordstrom – however, my main passion is to help people. I’m really into wellness. Fashion does a good job of helping people feel good on the outside but pleasure products are much more personal."
Launching at ANME was C U in Bed, which offers products made of copper alloy, which features intrinsic antimicrobial properties that inhibit the growth of bacteria. C U in Bed offers a his/her toy, as well as kegel balls. Company CEO Reed Baumgarten said that among the material’s benefits is its ability to kill bacteria 24-7.
“Copper has been around for thousands of years,” Baumgarten said. “We’re taking safety to a new level.”
Additionally, he said that the material is made out of 85 percent recycled material and is itself recyclable.
Among the new releases from Screaming O are four takes on stretchy erection rings including a double-ring design and others that include extended apexes.
The company updated its RingO 3-pack with a crystal-clear option and the TacO open-faced masturbator now has updated packaging that includes a new clear window that allows shoppers to see and feel the product.
Adventure Industries showcased its current catalog alongside a separate display area for The Rabbit Company. Showcasing the line within the branded acrylic display with embedded T.V., Adventure Industries’ Adam Hasner said that everyone that had stopped at the booth had placed orders.
The Rabbit Company offers a five-piece collection of high-quality vibrators available in two colors. The models include: Classic, Beaded, G-Spot, Thrusting and the Rabbit Ears mini rabbit “wand.”
Of the collection, Chaney Cox, brand manager for The Rabbit Company, quoted the company’s slogan: “Rabbit vibrators are our specialty and pleasure is our promise. Our rabbit vibes are just made better.”
Adventure’s offerings included Kangaroo for him and her sexual enhancement supplements such as delay sprays and wipes. The company also displayed items from its WhipSmart and Super Whip lines.
The Official Fifty Shades of Grey Red Room Collection from Lovehoney was presented at ANME. The collection includes 10 limited edition pieces inspired by the upcoming “Fifty Shades of Grey” movie, releasing Feb.13.
The range includes a blindfold, paddle, cane, crop, flogger, wrist cuffs, ankle cuffs, spreader bar, mouth gag and hog tie, handcrafted from quality leather. Lovehoney and sister company Coco de Mer are listed as official suppliers to the legendary Red Room in the mainstream film’s credits. All the items come with branded dust bags and leather tags; and will available from distributors next month.
OVO showcased its full line of existing battery-operated models along with its new rechargeable items that are now shipping.
Adult Brand Concepts showcased its existing line of Zolo Cups and Zolo Pocket Pool as well as the new line of Me Mini Vibes. The Me Mini Vibes include three new battery-operated mini vibes in four colors each. The models include G-Spot, finger and a tickler made of FDA compliant mateials. The vibes are sold in 12-piece displays.
“It’s great to now offer products for women,” Zolo sales executive Jared Pomerance said. “It really complements the Zolo line.”
ANME day two wrapped with a Winter carnival that will include drinks, fun and games. The biannual event returns in the summer.