The new version of the world’s most popular sex toy goes to new depths for retailers and consumers alike.
(NOTE: This story appears in the April 2025 issue of SE Magazine)
In the spring of 1968, Hitachi released their now pivotal Magic Wand, a vibrating massage tool for the sole purpose of soothing tension, relaxing sore muscles and aiding in the recovery of sports injuries. However, the unexpected result of the Magic Wand was not so much muscle relief as it was women who found it easy to achieve climax from it. It also became a symbol for female sexual exploration in the early 70s, setting the bar for any other device that promised clitoral stimulation. Magic Wand’s products have stood the test of time, but have also earned a place in pop culture, appearing in films, TV shows, news segments and many conversations about must-have essentials. One of its appearances was when a similar-looking massager was featured in the TV show Sex and the City, which sold the product out shortly after. Since then, it has been a staple in the drawer of any woman looking for a durable and lasting tool to keep at her bedside nightstand. For more than 50 years, Magic Wand has been at the forefront of customer satisfaction, as well as being the number one best-selling product in adult retailers.
For us, it is really about taking our time to carefully craft the updates that we make to ensure that they meet the customers’ needs.
— Sarah Tomchesson, Director of Marketing at Vibratex
Last month Magic Wand debuted the Magic Wand Waterproof as a new addition to their collection at the Altitude Intimate Show. The Magic Wand Waterproof sports an IPX7 rating (a rating indicating how well the device can withstand water, dust or other environmental conditions), making it usable in the bath or shower and submersible for 30 minutes at 1 meter or three feet of water. The new feature has been highly anticipated and long-requested by consumers. While retaining its signature soft silicone head and classic design, the new model features an upgraded motor that reaches 7,000 rpm (revolutions per minute) compared to the Magic Wand Rechargeable which only reaches 6,300 rpm, making for a more powerful experience.
“I think it’s such a versatile product that you can use all over your body,” says Sarah Tomchesson, Director of Marketing at Vibratex, Magic Wand’s exclusive distributor, “the self care and sexual wellness movement are integrating into overall wellness, we’re starting to see this expansive approach to pleasure and orgasmic experiences.” The Magic Wand Waterproof maintains its timeless versatility, offering multi-speed settings, a feature that has long been a hallmark of the brand. “The different kinds of functionality are based on what someone’s looking for in terms of how they’re going to use the product and incorporate it into their life,” Tomchesson shares.
Many of the enhancements implemented were based on consumer feedback throughout the years, asking for a waterproof or water-resistant feature. According to a sex toy Reddit thread, some customers were going as far as deconstructing the product then putting it back together intent on making it semi-waterproof, “Obviously, we do not recommend that,” Tomchesson implores.
Over the years, the Magic Wand has been synonymous with versatility and power. It has earned FDA approval as a medical device trusted by consumers and medical professionals. Moreover, its ETL (Electrical Testing Laboratories) certification is another example of adaptability and reputation. The brand’s exceptional quality is a result of the time invested in their production, “we’re such a trusted brand, all of our core principles are not going to change,” explains Tomchesson, “we don’t rush to get new products out regularly.”
In the past few years, Vibratex has focused on building awareness for the Magic Wand brand, while many consumers know of the name, not many have had contact with the product. A significant step in this effort was the completion of a recent scientific study, in collaboration with Emory University, which explored the benefits of using the Magic Wand Rechargeable in 1,000 participants. While 80-90 percent of the participants had heard of the product, only about 50 percent had used it. This insight emphasizes the efficacy of the branding strategy, as the name is instantly recognizable. “Everyone’s heard of it but that doesn’t necessarily mean they’ve used it,” mentions Tomchesson, “I think what the waterproof feature does for us, is that we’re going to be able to do targeted outreach to those reviewers and educators who have asked for the waterproof feature and say, we finally have something for you.” The study’s full result will be available in June 2025.
Hoping to bridge the gap between customers who have hesitated to purchase the device due to its lack of water resistance, Tomchesson says, “the waterproof function is really just the continuation of how we have slowly, but surely refined and developed the product, making sure we have a wand for everyone.” She is positive that this feature will help eliminate any doubt in customers who are not ready to take the plunge of purchasing the Magic Wand.
With its official launch in March, Magic Wand Waterproof will be shipping in June. If you are a retailer looking for your next “it” product or a customer looking for an experience that has captivated many for decades, this is your chance to discover why Magic Wand remains the gold standard. “For us, it is really about taking our time to carefully craft the updates that we make to ensure that they meet the customers’ needs,” Tomchesson elaborates, “and that we continue to maintain the integrity of the line.”
A showcase in versatility and durability:
Soft silicone head: Its classic silicone head makes for a soft-to-the-touch experience wherever you want to use it on. Its non-porous nature makes for easy clean-up and resistant to bacterial buildup.
Power: The Magic Wand Waterproof also delivers more power than ever with its upgraded motor reaching 7,000 rpm, offering a more intense vibration.
Multi-speed function: You can continue to enjoy the multi-speed function, while also exploring new features, so whether it’s a low hum to get you warmed up or the power of 7000 rpm to get you going, you will be satisfied.
Rechargeable: The rechargeable design ensures you’re always ready to go, whether you’re home or on the move. It is designed for endurance, with a four-hour charging time, it can be enjoyed for two and a half hours.
Trusted brand: For decades, the Magic Wand has been a trusted name, known for its reliability, low return rate and quality craftsmanship of their products. This latest waterproof edition will make it a quintessential staple for every household.
For more information, visit magicwandoriginal.com.
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