The PLAY! line includes gags, harnesses, clamps and restraints designed in colors and packaging meant to be tasteful, approachable and respectful of suburban couples, the company's target clientele.
PHS Sales and Marketing Manager Michael Merrill told XBIZ that the company first realized the need for such a line after several chain stores asked for a version of its M2M gay line made for straight couples.
"Through a lot of research and our own observations we noticed a lot more 'everyday' women were going into adult stores that had cleaned up their operations, but there did not seem to be many products which were respectful to them," Merrill said.
PHS Vice President Chuck Harnish said that the company has taken fetish products that many men and women feel negatively towards — restraints, collars, clamps — and packaged and marketed them in a friendly way so that they can feel comfortable shopping for them.
"This really is an innovative and fresh approach for the adult sensual product industry," Harnish said. "The whole idea is to reach the suburban couple and help make intimacy a little more adventurous and a lot less intimidating."
Merrill said that after a year of branding its four complete lines, M2M, Fresh, Gaysentials and PLAY!, PHS is going to spend 2008 supporting them and making a major marketing push.
"Expect a big advertising campaign and event sponsorships," Merrill said. "We also plan on visiting all the major distributors and conducting sales seminars for them."
PHS products can be found at Peekay stores, Good Vibrations, Fairvilla, Deja Vu and several other large and boutique outlets.