PHE, Inc. Awards Adam & Eve License to Evolved Novelties

Jul 13, 2012 9:45 AM PST

LOS ANGELES — PHE, Inc. announced today that it has awarded its Adam & Eve brand license to Evolved Novelties.

The companies said Evolved will take over the manufacturing, packaging, branding and marketing of the popular brand for adult toys and cosmetics, and will work with PHE, Inc. to bring innovation to the market.

“We are particularly excited about working on the Adam & Eve license because it’s simply the most trusted brand in adult,” Greg Alves, President of Evolved Novelties said.

He added, “They have millions of customers worldwide and a solid reputation with consumers as a brand that caters to both men and women. The couples market is exploding right now, so we’re thrilled to be a part of the quintessential brand in that arena.”

Evolved will create a host of new break-frame designs for Adam & Eve, including men’s and women’s toys, lubes and cosmetics. They will also continue to produce Adam & Eve’s bestselling items, using Evolved’s pharmaceutical grade formulations, along with its packaging, design and marketing strategies. 

“Evolved is the perfect home for Adam & Eve,” said Cindy Lutz of PHE, Inc. “Their original designs and high quality manufacturing brings us the comfort level we’re looking for. They understand that we’re all about enhancing intimate experiences, and they’ve got the superior products to back it up.” 

Evolved’s Marcus West added, “Evolved is now in the business of turning Adam & Eve into the ultimate romance brand destination for couples. They are already a huge consumer brand with great awareness equally appealing to men and women, so there’s no limit to what the brand can become at retail. This is a market that Evolved is equipped to address with great enthusiasm.”

The companies said the new Evolved-backed Adam & Eve products will begin shipping in the fall, with a full spectrum of toys, lubes and lotions available in time for the holiday season.

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