BURBANK, Calif. — Even on a damp, dreary day, ANME saw a strong turnout from buyers from around the world that eagerly made their way to the Burbank Airport Marriott hotel to scour the show’s three exhibition areas to find the most exciting new pleasure product debuts.
This month, 25 years ago, Susan Colvin founded CalExotics. At ANME, the company marked its milestone with prominent signage honoring the company’s silver anniversary and the return of CalExotics’ California Dreaming beach-themed display and tiki bar, where guests could grab a complimentary beer.
Among the new additions to the California Dreaming collection were four new designs, with features such as the Power Boost feature that amplifies the vibe’s power with a single press of a button. CalExotics also introduced a selection of toys that are controlled via a wristband remote control. “I think this collection is going to do very well,” CalExotics’ Nichole Grossman said. “It’s a really fun take on remote-controlled toys.”
CalExotics is appealing to millennial shoppers with its new Slay collection of petite, travel-friendly vibes that boast a young, fresh look. Also featuring a feminine appeal is CalExotics’ new Tickle Me Pink line of “designer pink glitter vegan leather” bondage accessories that each come packaged in clear plastic tubes.
“Anal is huge,” Grossman said, highlighting CalExotics’ new anal play offerings, which include a beaded probe and thrusting rotating probe, which are part of a cohesive collection of high-quality butt toys.
Among the biggest trends in sex toys currently is the refining of product designs and marketing in order to appeal to wider demographics without limiting items to gender. Tantus, a brand known for its body-, and eco-friendly, designs, debuted several new additions that feature non-gender specific shapes and colors.
“We wanted to show that a large toy doesn’t have to come in black,” Tantus founder Metis Black said of one of Tantus’ new large dildos that come in “punk rock pink” and lime.
According to Black, Tantus’ The Vamp dildo’s vast popularity inspired the company to introduce a new kit. Other new additions include a Panty Play wearable vibe that’s contoured to stimulate the perineum and vulva. Tantus’ lightweight personal massager Rumble also was on display. According to Black, the vibe was “a sleeper but a lot more people rave about it now.”
In addition to trying to not alienate any gender, the pleasure products industry is embracing diversity with more representation of non-white ethnicities on packaging and marketing campaigns.
Sportsheets unveiled its new rebranding at ANME, which focuses on reflecting the company’s culture, said Chaney Cox, Sportsheets’ newly minted global brand director. “We want to communicate to stores who we are,” she said.
Sportsheets’ new box packaging feature magnetized doors that open up to reveal a centerfold image of sexy images that celebrate interracial couples and natural body curves. According to Cox, Sportsheets is not airbrushing its curvy models on its packaging to reflect the real couples that use the products.
Sportsheets’ new packaging also is intended to inspire upsells and educates shoppers by using proper terminology to identify features such as D-ring attachments and other words that might lead them to expanding their BDSM gear collections.
“We want to add another level of excitement to our customers,” Cox said. “We want to help any consumer talk about items that can be paired with their new items.”
Additionally, Sportsheets unveiled its new Saffron collection of restraints in an oxblood color that’s made of faux leather. “All 12 items in the collection have been really well received — they’re really unique and nothing is duplicated.
Home party veteran Tamara Payton Bell returned to ANME after taking a hiatus and says she’s happy with the trends she’s been noticing.
“I’m seeing a lot of diversity that we didn’t used to have,” she said. “It’s not just on packaging and advertising campaigns but also within company’s staff. It’s great to know that they are seeing us people of color. I’m really excited about coming back to the industry — it’s my passion.”
XR Brands showcased an expanded lineup of Rimmers anal plugs that vibrate and feature rotating beads in the toy's neck. Among the new additions was a “slimmer Rimmer for beginners,” XR Brands’ Michael Guilfoyle said. “Another line that I anticipate is going to be huge is the ThumpIt line of silicone remote-controlled toys that feature kinetic technology.”
XR Brands also has expanded its Shegasm line with the addition of the Shegasm Pro Thrust. “As you know [XR Brands director of sales and marketing] Rebecca Weinberg has been in the industry for a long time and she says that this is the best toy she’s ever tried. So that says a lot coming from her,” Guilfoyle said.
XR Brands also showcased the NextGen Dolls Kenny doll, which according to Guilfoyle is the only posable sex doll that comes in retail packaging. The company also has expanded its Jesse Jane collection of toys with the addition of a life-size doll, as well as Jesse Jane’s Pussy Juice lubricant. XR Brands’ Dirty Words butt plugs — which feature the words “slave,” “slut” and “whore,” also were introduced.
“For some reason these butt plugs have been getting a big response,” Guilfoyle said. “They’re just simple butt plugs with dirty words at the base and people are really going nuts over them.”
Wicked Sensual Care showcased three new water-based flavored intimate lubricants — Aqua Cherry, Aqua Watermelon and Aqua Strawberry. Wicked Sensual Sales Director Jennifer Brice called the flavors “classic” pointing out that customers are still demanding these established fruit flavors. “Even though it’s delicious, not everyone wants salted caramel lube and these flavors have a strong hold on consumers,” she said.
The new Wicked Sensual lubes are sweetened with Stevia and are being offered in one-ounce bottles, which the company is testing out with its retail clients. “I think this will help us get a good gauge on the popularity of the one-ounce."
LELO is diving into the world of sex-tech and software engineering with its new F1-S masturbator. Featuring dual motors, Cruise Control and LELO’s SenSonic technology, the F1-S also comes with a free software developer’s kit to create and track one’s own progress through the customizable internal sensors. The masturbator also comes with gloves — to go with the item’s Formula One auto racing theme — and toy cleaner. According to LELO’s Zabrina Law, the company also is offering a version of the F1-S without the SDK for $20 less.
Perfect Fit previewed its new Rocco line of products at ANME with Rocco Steele on hand to discuss his new line. Steele said that the goal is to offer a line of 25 items by next January. The line’s initial launch consists of seven products, with plans to release eight more styles in July. Among the styles that Steele is most excited about is the Rocco 3-Way Wrap Ring that’s made of SilaSkin that’s stretchy enough to be used as a cock ring, ball ring and cock-and-ball ring all-in-one.
“I’ve wanted to do this for several years,” Steele said. “I tried it before with another company but it just wasn’t a right fit. Perfect Fit has a reputation for high-quality products and working with them has been a dream come true.
Impulse Novelties showcased its vibes inside the main exhibition area of ANME. Among their latest releases was its Bling collection and new Le Reve vibrators.
Two of the Bling styles feature 12 speeds, dual motors and are made of silicone and ABS material with decorative crystals. The waterproof Crystal Butterfly Dual G Vibe is offered in pink and purple with a tapered shaft and a butterfly clitoral tickler.
Among the most unique of Impulse Novelties’ designs was the Dreamgirl Set from the Le Reve collection. Featuring three attachments for three levels of pleasure, the Dreamgirl set allows the user to stimulate two areas at once with accessories that reach to apply suction to the clit or nipples while the vibrator stimulates the G-Spot.
As the afternoon rolled around and rain continued to pour down on ANME, attendees began to say their goodbyes — but not for long, as several attendees will be reunited this evening as the XBIZ Retreat kicks off at the Andaz hotel in West Hollywood, Calif., with a welcome reception. The festivities continue through the week with the XBIZ Exec Awards on Wednesday and adult's biggest night, the 2019 XBIZ Awards show, on Thursday.
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