Shots is releasing approximately 265 products at the ANME show. But there is no rest for the weary, as Shots will follow that up with a release of a similar scale in October at Erofame in Hanover, Germany.
Amid such a hectic and momentous time for Shots, SE Magazine caught up with the CEO of Shots America, Ruben Deitz, for some insight into the 200-plus offerings Shots is rolling out.
The 265 new products will be spread out over the following lines:
“We released Chrystalino Part One, which was blue glass, last year,” says Deitz. “Because of the success we had with Chrystalino, we’re expanding upon it. It’s going to be in blue and white jade—which is a milk-white color. I don’t think anybody has attempted the color of glass for adult toys, and we thought it was a beautiful new color, very elegant.”
Chrystalino Part Two will consist of 32 new SKUs.
“This line is going to be really vibrant, silicone colors. They’re going to be red, royal blue and black,” says Deitz. “We wanted to do a different color scheme. All the touches and finishes are going to be in brush gold. That’s why we call it Elegance, the colors, the finishes, unique functions and high-quality packaging.”
Elegance will have 33 SKUs.
“We’re expanding on the JIL and our patented Advanced Silicone Flex Technology,” says Deitz. ‘We’re releasing three new items in three colors.
Jil will see nine new SKUs.
“This is going to be a line of pastel-colored, silicone, rechargeable vibrators at low, affordable price points,” says Deitz. “On this one we’ll have four main colors: Candy Sky Blue, Candy Mint Green, Candy Baby Pink and Candy Lavendar.”
Loveline will feature 24 SKUs
“These are battery-operated, silicone rabbits,” says Deitz. “They’re going to be extremely affordable, price leaders.”
Luna will feature 21 SKUs.
Ouch! Skulls & Bones
“This is going to be a bondage line with skulls on the cuffs and necklaces and everything. It will come in black,” says Deitz. “What’s cool about this line is it’s going to be male and female. What we did with the line is we put a male package inside the female package which is outside. So whoever wants to exhibit it as a male item, just take it out of the box—although it is a unisex item, we covered both packaging designs for both men and women.
“We’re attempting to go mainstream with this line because it’s something that appeals to so many different groups,” he adds. “The skulls and bones are for bikers or rockers or fashion-forward people. It’s not only a bondage line, it’s also a clubwear line. It’s a little bit of departure in that we’ve always stayed within the adult sector, while this is something that can actually cross the line between adult and regular clubwear. If they takeaway the chain or necklace, it’s a suitable outfit.”
Ouch! Skulls & Bones is 32 SKUs.
“Eruption is a line of USB-rechargeable heating vibrators,” Deitz says. “They’re waterproof, silicone, boast two motors as well as a smart heating technology punch which heats the vibrator up to 107.6 degrees Fahrenheit.”
Eruption is 18 SKUs.
Naturally, new lines means new promotional aides for retailers. “With the vibrator lines, the high-end ones, we provide testers,” Deitz explains. “Some of the lines will have POS displays. We will create a lot of marketing material to promote the lines in terms of magazine ads, signage and maybe some tester holders. We’re trying to market the whole line completely from packaging all the way to retail, especially the Elegance line, because it has a special box that can be used as a tester holder.
Shots will also be introducing expansions to several of its existing lines, including our Sono line (10 SKUs), Simplicity (12 SKUs), Rich (9 SKUs), Pumped (5 SKUs), Ouch! (31 SKUs), GC (25 SKUs), ElectroShock (6 SKUs).
“Our product development has really been in gear and we’ve been really creative,” says Deitz. “We do have another six to eight new lines in October.”
Some products will be available to order at ANME, while the rest will be available to retailers within 30 days of the show. “One of the big things we don’t like to do is show an item, market it, build up anticipation, and then have a six-month wait until the item is available—it loses the entire momentum of the product line,” says Deitz.
As a precursor to the frenetic pace Shots is about to endure with successive, massive releases, the company celebrated its second annual Shots America pre-ANME party on July 14 at the W Hotel in the Hills. The party was for VIP customers.
Following the ANME show, Shots also throws a party in Europe. The party coincides with the International Four-Day Marches Nijmegen, a 100-plus-year-old event that boasts an influx of one million visitors for the largest multiple-day marching event in the world.
Between the product releases and the emotional release of trans-Atlantic parties, Shots knows the momentum it is generating.
“We’ve had incredible growth, especially in the last six months,” says Deitz. “We’re a company to look out for—if anyone wants to ride our wave, right now is the perfect time come onboard. We’re very excited with what the future holds.”
For more information, visit shotsamerica.com.