ANME Marks 20th Year With Bustling Crowds

Jan 12, 2016 5:20 PM PST

BURBANK, Calif. — The January edition of the ANME Show celebrated its 20th year of bringing together vendors and buyers for product debuts and networking with another fruitful event.

Among the array of product launches was the debut of CalExotics’ Inspire collection.

Having worked together for the past 10 years, CalExotics has partnered with Living Beyond Breast Cancer, a charity dedicated to the successful recovery of cancer survivors, to release the new collection of female-centric products. The Inspire line is designed to improve the overall well-being and health of women, with a portion of the proceeds benefiting the cause.

On the second day of ANME, Christina Meehan, a representative from the Living Beyond Breast Cancer charity was on hand to accept $18,689 in proceeds donated by CalExotics from sales made during the show.

“We’ve been partnered with Living Beyond Breast Cancer for the past 10 years to help people receive trusted information and products,” said Susan Colvin, CalExotics founder and CEO, as she presented the oversized check. “We have introduced this full line to promote sexual health awareness.”

Meehan told XBIZ that this year marks the 25th anniversary of Living Beyond Breast Cancer.

“What makes us different is that we focus on women who have already been diagnosed,” she said. “Our sole focus is to help men and women have the most up-to-date, accurate information and support.

“I’m a survivor myself and I’m familiar with the sexual issues that go along with treatment. This collection is going to let women know that this is normal and there’s products to address it."

The line includes sexual wellness products such as kegel exercisers, a dilator kit and an intimate arouser.

CalExotics also revealed new, revamped packaging featuring a unified brand look. The company showcased its top collections, including Apollo, Scandal, Nipple Play, COLT, Jack Rabbit, Silhouette and more.

CalExotics also showcased its range of retail support tools, including educational and sales resources available through its CalExotics Institute online learning portal.

Doc Johnson’s 40-year anniversary is in August, however the company began celebrating the milestone at ANME with commemorative T-shirts and a booth dedicated to the company’s longevity. The booth’s aesthetics included a timeline showcasing Doc Johnson’s accomplishments throughout the year, as well as Doc’s products then and now — which provided examples of how its packaging has evolved throughout the years.

Among Doc Johnson’s latest releases is an extension of the American Bombshell line called Cherry Bomb, as well as the new Tryst vibe that features high-end packaging.

“We’ve also introduced the only silicone cuffs that are made in the U.S.,” Doc Johnson’s Sunny Rodgers said.

Other new releases from Doc Johnson include new kits from its OptiMale range, a Squirting Pussy and new molds of adult stars Missy Martinez and Rob Piper added to its All Star Porn Star collection.

Nasstoys also is among the five founding manufacturers of ANME that has participated in the show since its inception in 1996. Nasstoys owner and founder Elliot Schwartz was on hand to reminisce and offer their take on how the industry has evolved throughout the years.

“The industry sure has changed since we first started exhibiting at ANME,” Schwartz said. “The more that we welcomed more vendors, the more the business has gotten mainstream. We’ve reinvented product materials over the years and really took the industry out of the dark ages.”

At ANME, Nasstoys’ latest releases include a wide variety of new products for men, including an expansion of its Mack Tuff, RAM and Maxx Men Collections. The company also expanded its Surenda and Intensifi collections for women.

Pipedream Products presented the U.S debut of its Wanachi Mega Wand, alongside the mini version, which the company has dubbed “the world’s biggest and smallest wand massagers.” The company also added several new novelty and gag gifts, including political wind-up dolls, the new Schlong Bong and Party Bitch drinking hat. Pipedream also expanded its Anal Fantasy line with 20 new additions and added the Bubble Butt to the Fuck Me Silly range.

Pipedream CEO Nick Orlandino said ANME’s 20th anniversary show was another successful one. During the ANME 20th  anniversary dinner, Orlandino was honored with a commemorative plaque by the co-founders of ANME, including Doc Johnson founder Ron Braverman, CalExotics’ Susan Colvin and Nasstoys’ Elliot Schwartz.

In his speech, he said that 20 years ago it was apparent that the pleasure products industry needed its own trade show. Noting that the event has grown from only a handful of participants to thousands of attendees, Orlandino said he’s proud to have been a part in the founding of the industry’s most important trade show and thanked his colleagues and fellow ANME founders.

Jimmyjane debuted its new Live Sexy collection, which blends Jimmyjane’s vibrator innovations with a more simplistic presentation, offered at an approachable price point. Dubbed “Intro” vibrators, the Live Sexy line is designed to create a more accessible option for new sex toy users.

Made of body-safe, water-proof silicone, each vibe features three speeds, three modes and a one-year warranty, the collection comes in refined color options, like fuschia, plum and grey.

“The Live Sexy line is more approachable and sex-positive and offers everyday value. The response has been great,” Jimmyjane President Robert Rheaume said. “I think we may even pre-sell out at the show.

Rheaume also told XBIZ upcoming releases in 2016 will include Jimmyjane’s and Sir Richard’s expansion into the male category. “Sir Richard’s will be expanded into a full men’s lifestyle brand,” he said.

JOPEN debuted two new collections at ANME, OPAL and CALLIE, as well as a special edition VANITY series called VANITY VS. The company is supporting retailers with marketing support for its latest releases to be released in the spring. JOPEN’s marketing material includes product specification sheets, demo videos, brochures, displays and more. 

Topco showcased its new Climax Elite collection, which is an upgraded version of its Climax line. “The Climax line was super popular, so we came out with high end silicone vibes and lube,” Topco Sales’ Hannah Lin said. “People at the show were very happy with the repackaging of our Cyberskin line.”

According to Lin, the company also was showcasing the “toys of the future” with its upcoming mobile app-control toys for women and men.

Showcasing in side-by-side booths, Baci Lingerie and OVO introduced attendees to the latest releases from both brands.

“For this show, we’re focusing exclusively on new products,” Baci Lingerie’s Helle Panzieri said. Baci Lingerie showcasing a new range of bodystockings along with the latest additions from its Envy collection.

For OVO, the company’s main focus for the show was its new customizable wall display. “We looked at it from a retail perspective,” Panzieri said of the display, which offers a number of options for displaying OVO toys.

At the Adventure Industries booth, Chaney Cox introduced attendees to the new display options for The Rabbit Company vibrators, along with three new designs added to the collection. The booth also showcased Adventure Industries’ new range of realistic, life-size dolls called Luv Dollz, which are being displayed for the first time.

“We’ve gotten photos from retailers all over the world showing us all the different ways that it can be merchandised,” Panzieri said.

Lovehoney debuted the latest interpretation of the Sqweel. The Sqweel XT features two sets of Turbo Tongues — soft and extra firm, which rotate in three powerful speeds and three pulsating patterns to simulate oral sex action. It is also USB rechargeable. Its predecessors the Sqweel, Sqweel 2 and Sqweel Go Oral Sex Simulators also were on display.

“2016 is going to be the year of male toys,” Lovehoney Commercial Director Ray Hayes said. “Even women like the Sqweel XT for their partners — couples can buy them together and has ‘his and her’s.’” 

The Screaming O allowed ANME attendees the opportunity to cast their vote to decide the winning marketing image for the Ring O2 — which would also enter them into a drawing to win a set of Bose headphones. The choices included the “Hot Dog,” complete with nuts, and “Rocket” with planets, demonstrating how the Ring O2 encircles a man’s penis and scrotum.

The company also showcased eight new products, including unique designs like the Spork — a multi-purpose pleasure tool that’s designed to be used in different ways. The Sling O is the Screaming O’s new perineum stimulator, and the company also debuted a new vibrating cock ring with an added finger loop to address customer requests for more control, The Screaming O’s Gideon Perez said.

Blush Novelties debuted “the world’s first sustainable, biodegradable vibrator.” According to company owner Eric Lee, the vibes are made of PLA, which consists of corn, wheat and vegetable fiber. The collection of vibes is called Gaia and features the tagline, “feel nature.”

“People want to buy products that are easy on the environment but they don’t necessarily want to pay more to be earth friendly,” he said, noting the collection’s affordable prices.

NS Novelties released several new additions, including the Opus, a uniquely shaped vibe designed to pin-point the G-spot with a “come hither” motion. NS Novelties’ Christina Williams said among its most talked about release was the Revive kegel trainer, which is operated through an app and can be controlled by voice and music.

“The Luxe collection continues to be a favorite among our customers and we received a lot of great feedback regarding all of our new releases,” she said.

Shibari Wands debuted new additions to its luxury line with the release of the Lapereau — which means bunny in French — and the Orchid.

“Sales just continue to grow,” Shibari Wands’ Danielle Seerly said. “The show’s been great. We’re expanding into international markets and are boosting our awareness domestically.”

Adult distributor Williams Trading showcased its exclusive product line, Cloud 9 Novelties, which offers couples friendly toys that appeal to both men and women.

Among the brand’s newest releases is the Pro Sensual Series, which features designs that are made of high-grade silicone and are phthalate free. The range is designed for anal play with each design featuring a uniquely shaped handle for easy insertion and removal. Pro Sensual Series offers a five-year warranty for the entire product line up.

Cloud 9 also added the Warm Touch and the Mini Wand Massager to its collection. The Warm Touch is a waterproof, rechargeable vibrator that has an internal heating function. The Mini Wand Personal Massager comes with interchangeable massage tips for direct clit stimulation.

Hot Products introduced two new collections, including a Latin-themed Latin Lover line with product names such as Papasito and Amante Caliente. The Black Diamond collection features an ebony tone.

“We were hearing a lot of demand from our ethnic customers,” Hott Products’ Chris Post said.

 Joydivision exhibited its Xpander collection of “next-generation” prostate stimulators. The three-piece collection features a vibrating prostate massager design, along with two non-vibrating designs.

In addition to debuting new products, Joydivision introduced multiple new retail planograms and marketing programs to assist their distributor and retail partners’ efforts. 

Maia Toys introduced new products for men and women. The new rechargeable Maddie and Margo vibes were showcased submerged in water while operating at full speed. Maia Toys also released a new dual-purpose stroker that wraps around the penis and vibrates. It also features nubbies that would be pleasurable to women.

Kheper Games debuted 17 new products at ANME, including the games What the F*ck? Truth or Dare, Hash It Out topic sticks and novelty items such as a TNT Cup, Stripper Straws and Bride-to-Be Party Crowns.

“There are so many penis straws — we wanted to introduce something that was new and novel,” Kheper Games CEO Brian Pellham said. 

The company’s 17 new product releases are the most that the company has released at the same time, Pellham said.

“Last year was our best year to date,” Pellham said. “I’m very happy that we’re able to afford to do more; it’s been a rewarding year.”

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