The pleasure products industry remains unstoppable as we enter the second half of 2021, after more than a year of adapting to and recovering from the pandemic.
The sales boom of sex toys and related intimacy products during the pandemic revealed that more consumers were investing in their sex lives as their budgets and calendars opened up while in quarantine. The past year saw an increase of Bluetooth remote-controlled toys available from various manufacturers, and it couldn’t have been better timed, as people were social distancing and looking for ways to connect intimately with partners from afar. Today’s sex toys aren’t just interactive; they also utilize unique functions beyond vibration to provide stimulation unlike anything we've had before.
The latest innovations in pleasure are what gain brands publicity in lifestyle magazines and websites, and they’re increasingly landing in the hands of influencers and celebrities who are furthering the reach of today’s top toys by promoting them to the masses. As the demand grows, so does the expansive landscape of pleasure products — which is making the most in-demand pleasure innovations accessible to more consumers.
It’s been a couple of years since the world was introduced to sex toys that mimic the sensual suckling of oral pleasure from a partner. Nevertheless, in 2021, they continue to be all the rage. With the latest versions using air pressure plus vibration and a wide assortment of shapes and more, this clit-focused stimulator category is having a banner year.
One brand that’s synonymous with air stimulators is Satisfyer. This year the company upgraded its lineup with the debut of the Satisfyer Connect app, which can be used to control Satisfyer’s new dual Air Pulse + Vibration products.
“In general, we’ve seen that many new customers that haven’t ever tried our proprietary Air Pulse products feel safe knowing that they have the option to explore (insertable) vibration or Air Pulse technology,” said Stephanie Trachtenberg, the director of marketing and PR for Satisfyer. “For those that are already familiar with Air Pulse, they’ve shared that dual products are more practical for play and travel.”
Trachtenberg said that Satisfyer is also offering its customers more versatile designs such as with its Curvy products that feature Air Pulse and vibration, as well as a curvy shape that allows them to be used as lay-on vibes. Satisfyer’s “Dual” line of toys mixes internal and external play with vibrations focused on one end of the toy’s shaft, which can be used to target the G-spot.
“The bestselling items of 2021 are all air pulse and air suction devices,” agrees Char Lopez, brand manager for Viben Toys. “This year, there have been a million new toys out there that we have seen featuring this technology and we can't keep any of them in stock. I truly believe that we are seeing this uptick in sales for air pulse and suction devices since more and more people have added the use of sex toys in their lives.”
Lopez credits the rise in popularity of sex toys to consumers becoming more educated about sexual wellness and pleasure — particularly over the past year, when most people were confined to their homes.
With no social activities to attend, people went online for entertainment and information, including tips that lead to shopping. From product placement in music videos and endorsements from celebrities to raving product reviews posted all over various social media platforms, certain designs went viral. One of the latest items to have gotten Internet-famous is “The Rose” — an air stimulator in the shape of a palm-sized rosebud. According to Lulu Batista, founder of The Lulu’s CherryBox, the item is the “bestseller [of the year] that I have seen so far.”
Luckily, the demand for the viral toy has translated into sales for retailers offering similar designs, of which there appears to be a healthy supply.
“The Voodoo Beso Plus is by far our bestselling item,” Thank Me Now’s sales and brand evangelist Danielle Seerley said. “It’s a similar shape and style to a viral sensation, but backed with quality engineering and Voodoo’s standard warranty of one year. You can't beat a viral story, especially when it comes to the general public latching onto a sex toy! I feel like we get these little waves where all of a sudden it's cool to own a certain toy, and social media makes it so easy to see what consumers want.”
Voodoo Toys’ Beso Plus is a dual suction toy and G-Spot stimulator that can be offered as an alternative to “The Rose.” Additionally, the Vedo Suki has also seen a rise in popularity thanks to the viral toy, says Megan Abbatelli, the manager of adult store Love Stuff & More.
“It’s the closest thing we carry in-store that has the same price point as the other ‘Rose toy,’” she said.
Rachel McCarthy, who handles Cloud 9 Novelties' supply chain and procurement, credits the Rose’s popularity to its petite yet powerful shape and clever design. She says that Cloud 9 is developing its own version of the item, which will be available at a similar price point.
“I think consumers are strongly attracted to products that disguise what they are in plain sight, but also offer functionality,” McCarthy said.
While the Rose stimulator may be enjoying its current online fame, the latest generation of air stimulators has something for everyone. Joanna Ebersbach, the assistant general manager for Deja Vu Love Boutique, noted Melt by We-Vibe as the retailer’s bestselling item of the year so far.
According to Johanna Rief, WOW Tech's director of public relations, the Chorus in purple has been another popular We-Vibe product this year, joined by products from its sister brand Womanizer, including the Premium in black and gold and the Premium Eco. WOW Tech’s Arcwave Ion is another bestseller of the year, says Rief, who points out that all of the company’s bestsellers this year are “‘flagship’ products of their corresponding brands, and therefore get a lot of marketing and PR support.”
She adds, “Further, all these products cater to current (sex) trends like the rise of premium sex toys for men, app-enabled products for a partnered sexuality over distance and the desire for more sustainability in all areas of life.”
Echoing some of the already-mentioned brands that have been commended for their bestselling products this year, Linnea Marie — a certified sex educator and owner of online shop, ExxxiteMe — highlights the sought-after features that other bestsellers offer.
“A few of my top sellers have been the [We-Vibe] Nova 2, due to its adjustable dual stimulation, rumbly vibes, app capabilities and it being fat body-friendly,” she said. “The Satisfyer Pro is ever so popular since it was one of the first clitoral air-wave tech products. The longer handle and the nice, deep head for thicker pussies make it accessible for a multitude of bodies.
“Product accessibility is huge right now,” she adds. “Products for bigger bodies, for individuals with disabilities, and that can give pleasure to people that have never experienced it before.”
Marie points to couples-friendly toys that can be held against the body for stimulation during partnered sex as items that stand out in terms of popularity. Versatile designs and ergonomic shapes that are easy to hold are also becoming more necessary among consumers with tired or aching wrists due to working on their computers and laptops.
“Hand injuries will continue to rise thanks to COVID-caused remote working at home in non-ergonomic positions, so I think the demand will increase,” said Deborah Semer, CEO and founder of Passionate Playground.
According to Marie, strokers also are among the year’s most popular product categories. While she sees beginner-friendly versions as being the most welcoming, and therefore getting the most traction, sextech has recently been introduced into the category and the latest innovations are being embraced by male consumers. Svakom Sales Manager Alexandro Feynerol highlights the company’s new Alex Neo high-tech thrusting masturbator as Svakom’s bestseller of the year.
“Technology is now what people are looking for in their toys, and having a masturbator that can be used to connect with anyone across oceans or to interact with porn and cam models is something that can please all the different palates and tastes,” he said.
Staying on the cutting-edge with unique features tends to keep customers coming back for more. Aneros recently introduced the Helix Syn V, which is the follow-up to its predecessor, the Helix Syn Trident.
“The Helix Syn V is a Helix-designed device but with the added benefit of vibration,” Aneros’ Michael Case said. “Like all Aneros products, the Helix shape is specially designed anatomically for the prostate, but now includes the exciting benefit of vibration.”
According to Case, among the upgraded design’s highlights are that it is easily controlled via a button on the base of the device, its battery life is long-lasting and it has a magnetic charger that is simple to connect. Of course, a lot of pleasure product purchases were made while the world endured the COVID-19 pandemic, which inspired the sales of certain items.
“You know Joyboxx + Playtray [was a bestseller this year] because of quarantine hygiene,” said Deborah Semer, who invented the Joyboxx + Playtray hygienic storage system. “People really need the tools to safely clean, dry and lock their sex toys up with everyone around.”
Citing the AXIS and Flux stimulators as the year’s bestsellers, ElectraStim’s Claire Blakeborough credits the pandemic for encouraging people to finally satisfy the desires that they’ve been suppressing.
“We’ve all spent more time at home in the last 14 months than we ever have before, and for a lot of us there have been benefits alongside the fear and anxiety of living through a pandemic,” she said. “Personally, the forced slowing of life’s pace has forced me to really focus on the things that make me happy and I think that’s true of a lot of people. That ElectraStim stimulator or Rocks-Off vibrator you keep looking at but you’re not sure if you should purchase? Even now that we’re starting to return to some sort of normality, people are still taking the plunge on something that brings them pleasure.”
The exploration of kinky fantasies means that all product categories are appealing to new shoppers.
“As more people are venturing to purchase adult toys and explore outside their comfort zones, I am noticing the original classic shapes and features are what is in demand — be it the classic bulbous-shaped butt plug or the classically designed cuffs in black leather,” LXB Wholesale’s Melissa Goodman said.
Those who wanted to escape from quarantine and treat their body’s pleasure zones to a California getaway could do so with the help of CalExotics’ five latest additions to its California Dreaming line.
“The new styles have really made some waves, adding even more to this extremely popular collection,” CalExotics director of marketing Nichole Grossman said. “The collection is popular because it adds a unique spin on traditional shapes and styles. Everyone loves the bold colors, fun shapes and incredible features. Plus, the packaging brings it all together with some California flair.”
Games that could be played at home also kept people entertained during quarantine. Those that wanted to spice up game night with a sexy theme gravitated to Kheper Games’ assortment of card and board games. This year’s most popular game was Let’s F*ck Dice, reports Kheper Games CEO Brian Pellham.
“It has been our bestselling item many years in a row due to its popularity with our customers,” he said. “The name is what makes it a success, and even more so in a year where we’ve been saying that F-word a lot more than usual.”
With more time indoors during quarantine, clothing choices also became more risqué. “During the pandemic, people actively searched for a fun way to treat themselves during quarantine, and sexy lingerie was the answer,” Mapalé business development executive Andrea Rodriguez said. “Stepping into the wild world of classic Mapalé, our bold styles turn up another level of spiciness with the sheer peek-a-boo bodysuits, open-cup teddies and provocative four-piece sets.”
While air stimulators stole the show this year, consumers also shopped for user-friendly, easy-to-grip toys like egg vibes.
“So far, our bestselling item is our Health & Wellness Pulsating Wireless Egg,” Cloud 9’s Rachel McCarthy said. “I think because it’s unique as far as eggs go, that people are really interested in it.”
Although customers shop for innovations, many still reach for their tried-and-true favorites. According to Je Joue General Manager Dan Jackson, the company’s Mimi Soft, originally released in 2013, is re-emerging as a bestseller this year. “Since its launch, we’ve had plenty of feedback from customers on how to improve the toy to achieve its maximum potential,” Jackson said. “We’ve carried out various modifications over the years to make the toy the best it can be and our customers know and trust this, making it a very easy recommendation!”
A trendy color among today’s shoppers is rose gold — which means it wasn’t long before the tone was incorporated into many of this year’s most popular pleasure product designs.
“Of all brands, the Le Wand Petite in rose gold is our bestselling item, hands down,” COTR Sales Director Kimberly Scott Faubel said. “It’s such a beautiful color that has transcended ‘trendy’ and really become a staple in our partners’ collections.”
Kathryn Hartman, the sales and marketing director for Nasstoys, says that the company’s new Traveler 10-Piece Bondage Play Kit in rose gold python practically “sold itself.”
“We attribute its enormous success to its gorgeous award-winning packaging and design concept, high-quality components and profit-generating pricing strategy,” she said. “We now have this item also available in a luxurious matte burgundy.”
Of course, as Mapalé’s Andrea Rodriguez says, when it comes to sensual colors, one can never go wrong with black.
“Black has contributed tremendously to our success so far in 2021,” Rodriguez said. “It is the perfect color for any occasion. The color is very timeless, while being able to wear it in the bedroom and beyond.”
According to ExxxiteMe’s Linnea Marie, as far as colors for sex toys, consumers are moving away from the standard pink and purple shades.
“I love seeing all the new fun colors companies come out with,” she said.
Similarly, Love Stuff & More’s Megan Abbatelli says that she receives a lot of requests from shoppers for more unique color choices, as well as for “something more ‘neutral.’” Neutral shades may be preferred for intimacy products that customers want to store discreetly.
“We are also seeing customers become more and more interested in pastel color palettes,” Satisfyer’s Stephanie Trachtenberg said. “Customers are steering away from bright colors and opting for products that blend more naturally in their homes.”
The choice of “skin” tones for realistic sex toys is also expanding to become more inclusive. According to Nasstoys’ Kathryn Hartman, “In dongs, which Nasstoys sells in enormous quantities, we are catering to consumers’ demand for a wider range of pigments and anatomical features like cut and uncut. Demographics have changed and Nasstoys abides.”
INNOVATIVE TECH
As evidenced by the year’s bestselling pleasure products, high-tech features like suction or air pressure stimulation and app-connected toys are going mainstream. Even better than containing high-tech features within the luxury category of products is making these highly sought-after features accessible to a greater number of consumers.
“Vibration will always be the core method of stimulation, but having options like suction is a nice way to deviate from the norm,” Thank Me Now’s Danielle Seerley said. “I think people see something like the new Rose toy and end up at their local store. Once they get to the store and realize there isn't just one suction toy but an entire section of suction toys, it really demonstrates customer buying power. It is also a testament to how fast our industry can mobilize to produce toys that become mass market viral sensations.”
CalExotics is aiming to introduce the latest innovation associated with air-suction technology with its new release of the Empowered collection.
“We know that air suction is very popular, but CalExotics looked to improve on that with more advanced features and technology,” CalExotics’ Nichole Grossman said. “We took everything consumers love about air suction toys and made them smarter! Two styles in the Empowered collection feature smart pleasure technology that allows you to set the exact air pressure you desire and then explore with six different patterns. This creates a pleasure experience that is completely unique to the user.”
Satisfyer recently introduced a new selection of app-compatible toys. The collection includes items such as the Sexy Secret wearable vibe that allows users to explore the features of the Satisfyer Connect app, like the ability to “feel the subtle nuances of music and create unforgettable foreplay,” Satisfyer’s Stephanie Trachtenberg said. “People consistently rank music in the top 10 things that bring pleasure, above money, food and art. One of the primary reasons for this is that music ignites the same parts of the brain as food, drugs and sexual pleasure. When you pair your favorite sensual playlist with sex, it helps your mind and body surrender into the subtle nuances of pleasure fused with rhythm, tone and emotion, that only music can evoke.
“Other features, such as remote play at a distance, were of course a huge highlight during the pandemic with many couples separated by distance and also for those wanting a safe option to explore their sexuality,” Trachtenberg added. “The high level of personalization possible within the app has allowed users to fine-tune their experience and independently control motors of many of our most innovative dual products such as our Curvy line, Dual line, and of course, our highly coveted star of last year's CES conference, the Love Triangle.”
Adult retailers are also excited about offering the latest innovative app-controlled pleasure products. Deja Vu Love Boutique’s Joanna Ebersbach said that toys that allow customers to feel physically connected continue to fascinate shoppers with their capabilities.
“When you can feel and see your partner orgasm through a device or an app, that brings the experience to a whole new level,” she said.
ExxxiteMe’s Linnea Marie said that today’s sextech will go down in history.
“The most innovative sex toy technologies are the Bluetooth capabilities and the apps that can control the products,” she said. “Being able to control a toy in a ‘hands off’ kind of way is new and intriguing.”
Another benefit of app-connected toys is the ability to introduce additional functions over time through updates.
“Function/technology-wise, we’re finding that customers are way more savvy about their purchases and look for eco-conscious rechargeable options with longevity and a broad range of features,” ElectraStim’s Claire Blakeborough said. “It’s no accident that this is exactly the model for our stimulators! Our Flux and AXIS units are also updatable for free so we can continue to add features.
“This value for money is something we’ve found to be incredibly important to consumers right now,” she added. “From sex toys to home appliances or games consoles, a lot of higher-end products (which inevitably carry a high-end price tag) have this updatable functionality baked in — the product you buy today will effectively evolve over time. Personally, I find that a very exciting prospect!”
As covered in XBIZ Premiere’s recent special report dedicated to the rise of male masturbators, the category is quickly evolving to create even more lifelike, interactive experiences for men.
“Just when you thought we couldn't reinvent the wheel, we did,” Viben Toys’ Char Lopez said. “VR technology and interactive masturbation toys have been the most innovative sex technology of the year. With the introduction of well-designed VR masturbators for men and Bluetooth toy tech, male masturbators have taken solo play to a whole new, more fulfilling, level. These app-based and VR toys allow the user to have a more realistic experience with ease.”
The more ways that a sex toy can provide pleasure to the consumer, the better.
“Don’t get me wrong, everyone has always wanted versatility in their toys, but with all the upgrades in motors, we are now able to create high-tech, high-functioning toys with multiple functions and motors,” Lopez said. “Manufacturers are now able to combine the best functions from several toys into one.” Multi-functional toys that can be used in different ways, alone or with a partner, also give customers more bang for their buck — which is highly appealing to shoppers.
“Consumers have also become more budget-conscious, so products that have multi-uses and can be used for both personal and partnered pleasure are showing a higher rate of sales,” Perfect Dimensions, Inc.’s Lawrence Mark said.
While innovative technology is introducing new ways to enjoy sexual stimulation from cutting-edge powered devices, consumers are also seeking new exciting sensations from different materials.
“Power is always in demand. We are also seeing an increased interest in more varied sensation play, like the versatility offered by Le Wand’s Stainless Steel and b-Vibe’s Snug Plug collections,” COTR, Inc.’s Kimberly Scott Faubel said.
Along with enhancing consumers’ sex lives with new and improved functions and materials, today’s pleasure products manufacturers also are upgrading their products by making them more eco-friendly.
“I think the most innovative releases in 2021 have been surrounding ‘green’ toys,” Je Joue’s Dan Jackson said. “Making products more environmentally friendly is something pretty new to our industry and it will be interesting to continue monitoring feedback from end users!”
On Earth Day (April 22), WOW Tech introduced the new Womanizer Premium Eco. “Not only did the process of developing the material we used — Biolene, a substance made out of 70-percent natural resources (mostly corn starch) — take over two years, but we have also committed to continue the mission of Premium Eco,” WOW Tech’s Johanna Rief said. “The mission being to move in a more environmentally friendly direction as a company through reforestation with our partner One Tree Planted. We left no stone unturned in developing this innovative new toy. The product itself can be disassembled and recycled, the contents of the box and the box itself are carbon neutral, and each unit sold equals one new tree planted.”
UPCOMING RELEASES
Pandemic or not, new pleasure products have been brewing and are set to be released throughout the second half of the year. Several new items will be making their debut at July’s ANME/XBIZ Show.
“I am thrilled to share that my new patented product will be premiered at ANME,” Perfect Dimensions’ Lawrence Mark said. “The MateFix features technology I’ve been diligently working on for almost a decade and the initial feedback I’m receiving about it is truly rewarding.
“The MateFix is adaptable to users, providing consumers with the unique experiences they’re looking for,” he added. “The MateFix is going to set a new standard in customizable technology and I can’t wait for this upcoming launch!”
ElectraStim is celebrating its 20th year in business with a limited-edition version of its Prestige ElectraLoops, in a hydro-dipped camouflage design chosen thanks to feedback from some of the company’s longstanding customers.
“The hydro-dipping is a technique we’ve been dying to play with for a while, so alongside these loops we’re also going to be releasing three special-edition versions of the AXIS stimulator which will be revealed soon,” ElectraStim’s Claire Blakeborough said. “We’re also excited to announce a brand-new addition to our stimulator category that reimagines the way the electro-stimulation is experienced at a lower price point. There are still things we want to tweak to make it perfect, but we’re nearly ready and this new SKU will be available this summer.”
Towards the end of this year and into 2022, Blakesborough says that ElectraSim will also be revisiting its classic metal accessories with a new production method that allows the manufacturer to produce new and interesting designs that haven’t been seen before.
“This project is still in the early stages, but we’ll be releasing more information in due course,” she said. “Last but definitely not least, we’re also in the early stages of a very exciting collaboration with one of the industry’s biggest names — which is a huge opportunity for us as a brand. I can’t tell you anything about this right now, but safe to say: Once I can, I’ll be shouting from the rooftops!”
Satisfyer is aiming to further facilitate clit stimulation with a new collection of Twirling Vibes that will feature silicone flex technology in a slender shaft with a rounded tip meant to target erogenous zones.
“The strong vibration and flexible shaft allow for microcirculation of the tip without overstimulating sensitive zones like the clitoris,” Satisfyer’s Stephanie Trachtenberg said. “We’re very excited that this design is also especially quiet, so it’s perfect for discreet use. The Twirling Vibes collection will make you feel like an artist as you paint with sensual stimulation across all areas of the body that desire pleasure. We expect this line of products to be a favorite amongst the gender-neutral designs, and for those wanting a more slender erotic tool to key into the most sensitive erogenous zones, and definitely a favorite for vulva owners.”
This year, the rise of popularity of men’s sex toys called for more innovation, as well as increased options for penis stimulation. SVAKOM is following up the release of its Alex Neo interactive masturbator with the introduction of new items for men. “This year we focused mainly on the development of penis toys, starting next month when it comes to vibrators, and with the release of the Sam Neo (suction-plus- vibration masturbator) and our new line of masturbating eggs,” SVAKOM’s Alexandro Feynerol said. “The rest of the year is going to be packed with new releases every month, so keep your eyes open for a second half of the year full of surprises.”
Other manufacturers also remained tight-lipped about their upcoming new releases. However, they hinted at innovative functions beyond vibration. Dame Products says it will be releasing new items under new categories later this year and in 2022.
“What I can say is that we are keen on creating a holistic experience when it comes to sex, health and pleasure, and not just focusing on vibration as the only catalyst for pleasure,” Dame Products’ Alex Fine said.
Viben Toys’ Char Lopez said that the company has been working on a product that incorporates popular functions and design elements.
“We are taking the most sought-after sensations and technology and combining them into a well-designed, high-functioning toy that will explore orgasmic horizons never dreamt of before,” she said.
Although WOW Tech could not yet reveal what new releases it has up its sleeve for the rest of the year, Johanna Rief assured that the company always has “new and exciting products going through testing and almost ready to be introduced to the public,” she said. “Although we can't go into detail on most of the new releases, we can reveal that our popular Melt by We-Vibe will have a color extension and will be offered in Midnight Blue beginning next month. Midnight Blue has been so well received as part of our Tango X colors, and we have no doubt consumers will love it on the Melt as well.”
Upcoming releases slated for the rest of the year will offer all of the features that consumers are clamoring for, such as multiple functions that combine vibration with heating, thumping, suction or other unique sensations.
“We’re super excited about our upcoming Pulse Touch and Pulse Touch Air,” Cloud 9 Novelties’ Rachel McCarthy said. “They have a wonderful thumping action for the G-spot, and there’s a choice of a classic bunny stimulator or the ever-popular air pulse. I think they will do very well once they’re released!”
Nasstoys also is gearing up to introduce toys with thumping action, which Kathryn Hartman says will be in the form of “luxury specialty toys.” The company also will release what Hartman describes as “high-volume sellers,” including “a variety of new affordable strokers [and] beautiful new electric pumps with advanced features and modern packaging, at a more realistic price.”
In homage to the wide spectrum of gender and sexuality, upcoming new releases to watch are designed to embrace and celebrate pleasure for all. “Last month we officially launched the Unicorn Collection, which is the first time we have offered a themed release for all three of our brands,” COTR’s Kimberly Scott Faubel said. “The Limited Edition Unicorn Plug and Unicorn Wand sets were designed and released in conjunction with the new, perennial, non-gendered, elevated version of our popular rideable sex machine, The Unicorn! The collection debuted in June, just in time for Pride, and also to promote inclusion, fun and whimsy for the safer summer we have all been waiting for. We also recently launched our remote-controlled Vibrating Jewels from b-Vibe this month — to phenomenal pre-sales, might I add — and while I can’t say much else, we do have even more new and exciting products coming out this year, so I highly suggest staying tuned in to COTR.”
Thank Me Now’s Danielle Seerley said that the company plans to expand on its Gender Fluid brand with a range of products under the same theme.
“There will be everything from fashion to toys under a beautiful rainbow branding theme,” she said. “I'm so excited to introduce it to retailers with a September launch date goal. I think it speaks to who we are as a brand and our mission to be as progressive as possible in the sexual health and wellness space.”
Later this year, CalExotics will be expanding existing collections, including Red Hot, Mini Marvels, Uncorked and Chic.
“We also have some brand-new collections that we are excited to bring to market,” CalExotics’ Nichole Grossman said. “Look out for the ‘Tempt & Tease’ collection. These products are dual-ended and designed to tempt and tease any part of the body. Viceroy is also a new collection of rings and probes that will command the authority of anyone who uses them.”
The world of pleasure products just keeps getting bigger with new, cutting-edge technologies and designs always on the horizon. With more manufacturers embracing these improved functions and materials, more consumers are able to enjoy top-tier stimulation, as high quality has increasingly become the norm.
