(Note: This story appears in the April 2023 issue of SE Magazine)
A vital market segment for all adult retail stores is the LGBTQIA+ community. Over the past several years, a more concerted effort has been made to create products and packaging meant to specifically cater to this demographic. In this Special Focus, we highlight the industry’s brands that are dedicated to — and offer specific products for — their LGBTQIA+ clientele. We also hear from a select group of retailers who either cater exclusively to the LGBTQIA+ community, or who consider themselves to be especially dedicated to this clientele.
Sportsheets / Sportsheets.com
Our bondage-focused products have a unique advantage that allows for our brand to flourish by embracing users of all backgrounds. Our insertable products are non-gendered and feature unique colors separating them from the traditional dildos that resemble a penis. Our Em.Ex. collection offers brief-style harnesses which were designed in collaboration with members of the LGBT+ community. While any wearer will notice the natural and familiar feel of traditional underwear, during development, we wanted to ensure comfort and fit for same sex couples using our harnesses together.
– Nathan Hammerle, Marketing Coordinator for Sportsheets. For more information, visit Sportsheets.com.
XR BRANDS / XRbrands.com
Our absolute best selling individual LGBTQIA+ product is our Master Series Jizz Scented Hybrid Lube. It also boasts a new-and-improved water-based formula and three new bottle sizes: 8.5 oz, 16 oz and 34 oz. This white, creamy formula is renowned for its lifelike appearance and consistency, for shoppers who love fluid play or simply prefer a lubricant that looks and feels like the real thing.
But it’s also important to note that XR Brands has about 200 SKUs across over a dozen brands that are in our Celebrate Pride collection of items. Strap U and its brilliant and comfortable line of harnesses and dil’s are another hot hot hot seller.
– Josh Ortiz, Brand Ambassador for XR Brands. For more information, visit XRbrands.com.
Swiss Navy / SwissNavy.com
Our Swiss Navy Premium Silicone Lubricant is a legendary favorite, closely followed by our Swiss Navy Premium Anal Lubricant.
However, we recently introduced a new Swiss Navy product that reflects the overwhelming requests we have been receiving. And that new item is our Swiss Navy Anal Jelly Premium Personal Lubricant, which has a thick water-based formula enhanced with clove oil.
The addition of clove leaf oil is unique in that it contains the active ingredient Eugenol, which is a natural anesthetic and has antimicrobial properties to help kill bacteria that can be important since medical research has found this particularly beneficial for those who participate in anal sex.
As a global brand, we strive to create products that can help enrich consumer’s lives, and many of those products are ideal for the LGBTQIA2S+ community.
– Briana Watkins, VP of Sales & Marketing for M.D. Science Lab. For more information, visit Swissnavy.com.
DOC JOHNSON / DocJohnson.com
We ensure inclusivity by marketing each product to the body part they’re used with, not marketed to a specific gender or orientation. We want to be as inclusive to everybody as possible with every product, and not just one month a year.
Additionally we recently announced our partnership with Fort Troff, a gay kink company that was previously only b2c. We are thrilled to help distribute their products to industry retailers as well as partner with them on exclusive new products, such as the Gunner System, a multi-purpose fuck machine that we showed at ANME in January.
– Kerin DeFrancis, Director of Sales at Doc Johnson. For more information, visit DocJohnson.com.
ElectraStim / ElectraStim.com
The beauty of electro-sex is that regardless of sexual preference or gender identity there’s something there for everyone. Although of course there are products available for specific anatomy i.e. cock rings or masturbators, electro itself is a largely genderless kind of stimulation as the only requirement is that you are human.
The simplest type of accessory available — conductive pads — can be worn by anyone and will produce different sensations for everyone! So, at ElectraStim we don’t have specifically LGBTQIA+ products; our entire range is designed to be used by anyone.
Plus, all of our phallic products are non-anatomical and our male masturbator has a gender-non-specific opening that’s been designed with function first and foremost. In fact, all ElectraStim products are designed with the sensation in mind first, with the visual appeal coming later, so a lot of our insertable toys for example are equally suitable for either anal or vaginal use.
– Claire Blakeborough, Marketing and Communications Manager of Cyrex Ltd. (which includes ElectraStim). For more information, visit electrastim.com.
GVIBE / Gvibe.com
Gvibe offers a range of gender-neutral products that can be used by people of all gender identities. These products are designed to be versatile and adaptable, allowing them to be used in a variety of ways and for different types of stimulation. Some examples of gender-neutral products offered by Gvibe include:
Gvibe 3 – This is a versatile vibrator that can be used for both internal and external stimulation. Its unique shape allows it to provide targeted stimulation to the G-spot, as well as the clitoris and other erogenous zones.
Gplug – A rechargeable, remote-controlled butt plug that can be used for anal stimulation. It is available in different sizes and can be used by people of all genders.
Gjack – A gender-neutral dildo that can be used for both vaginal and anal stimulation. It is made with medical-grade silicone and features a curved shape for enhanced G-spot or prostate stimulation.
Gpop2 – Made with high-quality silicone that is soft, flexible, and body-safe. One of the unique features of the Gpop2 is its ergonomic design. It has a curved shape that is designed to fit the contours of the body, providing targeted stimulation to the prostate or G-spot. The Gpop2 also has six different vibration modes, allowing users to customize their experience and find the level of intensity that works best for them.
– Weronika Szczesna, Sales & Marketing Lead for Gvibe. For more information, visit Gvibe.com.
Eye of Love / eyeoflove.com
Our best selling products for LGBTQIA+ community are from our collection, MATCHMAKER. We have over 10+ products ranging from pheromone parfums, colognes and massage candles.
– Wenzdai Tosca, representative of Eye of Love. For more information, visit eyeoflove.com.
CalExotics / b2b.calexotics.com
Our world of pleasure includes the LGBTQIA+ community with Colt, Packer Gear, Boundless and more. The Colt product line was created in 2004 and was one of the first lines of products specifically targeted toward gay men. We also have Packer Gear, which is a gender-affirming collection of products. To further expand on our world of pleasure, we created Boundless. Boundless is an all-inclusive collection of products without limits — no limits on the product selection or customer base. The Boundless assortment spans gender, identity and sexual orientation.
– Nichole Grossmann, Director of Marketing for CalExotics. For more information, visit b2b.calexotics.com.
COTR / COTRINC.com
COTR’s most popular products are our wands and butt plugs, both of which are fantastic sexual tools for any body. In fact, our education and sales departments are specifically trained to discuss how our products work on all bodies and genitalia without any mention of gender whatsoever.
However, we have had special editions of some of our best-selling products that were released specifically for Pride. They’re vivid and visually striking and remain one of our most eye-grabbing collections.
In 2021, b-Vibe released a Unicorn Plug Limited Edition Set featuring the one-of-a-kind Unicorn Plug in glimmery teal with a 19-inch removable rainbow-hued faux hair tail. Le Wand also launched a Limited Edition Unicorn Wand Set with a unique twisty texture attachment.
These sets came with stickers, enamel pins, unicorn backpacks, guides to wand use and anal play, as well as our special edition Guide to Living Your Best Unicorn Life manual, which opens and closes using a colorful ribbon tie. Cowgirl released a Unicorn Premium Sex Machine, where the saddle is specifically designed to look like a unicorn, complete with pearlescent white vegan leather, a detachable rainbow tail flogger, and special edition Uni Horn and Magic Hide attachments.
– Alicia Rosen, Founder & CEO of COTR, Inc. For more information, contact alicia@cotrinc.com.
Thank me Now / ThankMeNow.toys
Our best selling product line is Gender Fluid. This is a large line that was designed inclusively for bodies and encouraging people to share who they are with the world. I love the diversity of this range, it has fun products for stores and consumers can focus on a shopping experience as opposed to a singular product destination. Our fashion harnesses and pronoun shirts have quickly become fast sellers. After launching our chest binders in January, the response was overwhelming and we are quickly introducing another SKU.
– Danielle Seerly, Director of Sales for Thank Me Now. For more information, visit thankmenow.toys.
What is your relationship with the LGBTQIA+ community? How does your brand include the community?
Swiss Navy
Swiss Navy has a long, strong history within the LGBTQIA2S+ community.
In February of 2022, we announced a rebranding of our social media pages to reflect the evolution of their brand. We did this specifically to focus more on one of our favorite communities.
Swiss Navy products have always been a favorite of the LGBTQIA2S+ community and we thought what better way to acknowledge every unique individual than to rebrand our social pages as Swiss Navy Pride to reflect our commitment.
Ellen Friedman, Regional Director of Sales & Marketing for M.D. Science Lab, had this to add: “In order to capture the spirit of Swiss Navy and our approachability within the LGBTQIA2S+ community, we knew we were due for an update. We have always worked together with our loyal partners to empower one another and rebranding some of our social media to reflect Swiss Navy Pride was our first step in doing that.”
Most recently, Swiss Navy sponsored Mardi Gras and World Pride in Australia and worked with several retailers to support the event. For June, Swiss Navy partners with retailers to hand out sachets and gift baskets.
– Briana Watkins, VP of Sales & Marketing for M.D. Science Lab. For more information, visit Swissnavy.com.
XR Brands
I am a person of trans experience. I began my medical and physical transition from female to male in the very early 2000’s. XR Brands, as a company, has been the most supportive and inclusive corporate entity I have ever experienced. In the near five years I have been part of team XR, we have been laser-focused on creating products that are comfortable, functional, inclusive, and affirming. From Strap U and Master Series, to my personal fave — Tom of Finland — we are working to create something for everybody and every body. Tom of Finland is a legendary line — not only because of the brilliant art and story of Tom of Finland, but because a portion of the proceeds of every single item sold is returned to the Tom of Finland Foundation. It allows Tom’s dream of simply being heard to be realized by thousands of Queer folks around the world, especially in areas of great LGBTQIA+ oppression.
– Josh Ortiz, Brand Ambassador for XR Brands. For more information, visit XRbrands.com.
Sportsheets
Here at Sportsheets, we embrace an inclusive environment not only in the workplace but in any space our employees find themselves in. Our sales team does a fantastic job of creating a space that feels open and welcoming to individuals of any gender identity and sexuality in trainings, industry events, and even community outreach initiatives. Our marketing and product development teams work closely to make sure our products allow for any user, regardless of their background, to feel seen, comfortable and confident that our product is made to represent them and their needs.
– Answers by Nathan Hammerle, Marketing Coordinator for Sportsheets. For more information, visit Sportsheets.com.
ElectraStim
ElectraStim has always had a close relationship with the LGBTQIA+ community — not only because a large percentage of our customer base identifies as such but also because of the support we’ve had from the community over the years. We’re stocked by some of the largest LGBTQIA+ retailers around the world including Regulation, Mr S Leather, CloneZone and Prowler and frequently advertise with magazines and services like Gay London Life and Recon.
Any time we have a product launch or an event we can rely on the community to be the ones to promote us first. In fact, a large percentage of the toys that we’ve released in recent years have been a direct result of feedback we’ve had specifically from the queer community.
As a gay woman myself, although our customer base and product range does largely skew male, it’s especially important to me that every part of this community is catered to as equally as we can in terms of messaging. We’re always learning and always taking suggestions from users for how we can improve though!
Throughout Pride month in June (and often into July and August as some of the larger Pride events in the UK are held then) we run significant discounts for retail customers across the web within newsletters, magazine ads and social media. Not just in Pride month but every day of the year we’re staunch supporters of the LGBTQIA+ community and will always promote important causes wherever we can, as well as supporting bloggers, reviewers and commentators with advertising and social media posts.
– Claire Blakeborough, Marketing and Communications Manager of Cyrex Ltd. (which includes ElectraStim). For more information, visit electrastim.com.
Gvibe
We offer wide range of products including vibrators, dildos, anal toys, and other intimate accessories that can be used by people of all gender identities and sexual orientations. Gvibe products are designed with a focus on pleasure, comfort, and safety, and are made with high-quality materials to ensure durability and longevity. At Gvibe we prioritize inclusivity and diversity, and we have been recognized for our efforts in creating products that cater to a broad range of needs and preferences.
For Pride month we have several plans including:
Educating customers: We will create educational content that helps customers understand the importance of Pride Month and LGBTQ+ rights. This include social media posts, blog articles, and educational videos.
Using diverse models: We plan showcase diversity by featuring models of all genders, sexual orientations, and body types in our advertising campaigns.
Advocating for LGBTQ+ rights: During June we will focus to advocate for LGBTQ+ rights and raise awareness about issues affecting the community.
– Weronika Szczesna, Sales & Marketing Lead for Gvibe. For more information, visit Gvibe.com.
Eye Of Love
Eye of Love is on a mission to spread love across the globe. From product lines with dedicated products for the LGBTQIA+ community to advocacy in our community, it is important for us to create opportunities for everyone to feel confident and attractive. Our Love on The Run campaign was created to unite others with a conscious commitment to spreading love.
Last year we donated a percentage of proceeds to the Trevor project , an initiative to help LGBTQIA+ youth, and this year our team is working to find another outstanding organization dedicated to protecting and advocating for youth in the community.
– Wenzdai Tosca, representative of Eye of Love. For more information, visit eyeoflove.com.
COTR
The COTR team is composed of all sexual orientations and gender expressions. It is important that our team be diverse so that everybody feels seen, heard and represented in our products.
When someone is hired at COTR, part of the early onboarding process is inclusivity training, where we discuss gender-neutral language, pronouns, and emphasize how each of our products can be pleasurable for all bodies and genitalia.
It is similarly important that our educational blog posts be written by sex educators who specialize in educating particular gender expressions and sexual orientations so that our diverse readership receives the best, most comprehensive knowledge regarding how they individually experience gender, sexual attraction, sexual anxieties, arousal, and so on. This same principle is reflected in our illustrations and imagery.
It is especially important that these special edition wands feature images of all women and femme-presenting folks. In the past, our Feel My Power wands have featured illustrations from non-binary queer artist, Wednesday Holmes as well as artist and activist Ashley Lukashevsky.
COTR has donated to the Ali Forney Center for several years. The charity was created to honor the memory of Ali Forney, a homeless gender-nonconforming youth who was tragically murdered at 22-years-old. The organization has become the largest agency dedicated to LGBTQIA+ homeless youths in the country.
For Pride month, COTR loves throwing fun, high energy events in June to celebrate Pride, and we strive to do something new and more ambitious with each passing year. One of our favorite Pride events was in 2021 when we celebrated the launch of our Unicorn Collection for all three COTR brands: Le Wand, b-Vibe and Cowgirl. The event featured queer comedians, drag performances, cake sitting and pole dancing showcases, as well as trivia where you could win sexy prizes. It was an absolute blast. But generally speaking, we’re a company that champions queer values all year-round, so we don’t like to limit our Pride efforts to just one month.
– Alicia Rosen, Founder & CEO of COTR, Inc. For more information, contact alicia@cotrinc.com.
Thank Me Now
Our Gender Fluid line was designed with the LGBTQIA+ community in mind. We tried to come up with products and fashion garments that were body and size inclusive, that truly let people share who they are with the world in a fun way. Our pronoun t-shirts are a huge hit, and something a little different than most companies are offering. We also have a line of fashion harnesses that are perfect for PRIDE’s and festivals. Our marketing and lifestyle imagery features real people from the community who have a passion for sexual wellness. We love to support our retailers during Pride season!
– Danielle Seerly, Director of Sales for Thank Me Now. For more information, visit thankmenow.toys.
Nexus
We work closely with Topher Taylor, a queer product tester and influencer when developing our products to ensure that our products are beneficial and accessible to that demographic. He gives us invaluable information and insight into the needs of people within the community, things we may not have considered.
When it comes to marketing we have recently used two men in a lifestyle modelling shoot to depict a gay couple for our retailers to use. Clonezone in London, UK recently used some of this imagery in their shop window. We also get involved in various charity work and community outreach projects such as promoting #HIVTestWeek and the Love Tank sexual health outreach in London.
We always support our LGBTQIA retail customers during PRIDE month. In the past we have donated products for goody bags, co-branded promotional material which is handed out in store and even walked in the parade alongside the Clonezone float giving out ‘I love anal badges’! PRIDE is a celebration and it always feels great to support and be part of it.
– Monique Carty, Managing Director of Nexus. For more information, visit nexusrange.com.
Do you have products designed specifically for gender transitioning or non-conforming?
Sportsheets
While Sportsheets products primarily cater to sexuality as a whole, we thrive on the ambiguity of their designs to cater to individuals of all sexualities and gender identities. Our newly released Merge collection features phallic designs that are perfectly crafted for pleasurable insertion without visually resembling traditionally gendered anatomy. This is echoed by our vast collection of Strap-On harnesses and our new Em.Ex. collection that utilizes a more traditionally masculine looking brief style. With our bondage products, we make strong attempts to design them in ways that do not promote use by only those who identify as a man or woman. By utilizing a unique mix of both feminine and masculine design traits, we pride ourselves in creating an androgynous product that can be used confidently by any individual, regardless their gender identity or sexuality.
– Nathan Hammerle, Marketing Coordinator for Sportsheets. For more information, visit Sportsheets.com.
XR Brands
We are currently working on an entire dedicated brand and line for gender transitioning and gender non-conforming / non-binary folks. We currently carry packers in varying skin tones and sizes, as well as everyday packing undies in sizes upwards of 3x, but we are doing more. Much, much more, as we craft products from the bottom up, with an actual trans person not only at the table, but at the helm!
– Josh Ortiz, Brand Ambassador for XR Brands. For more information, visit XRbrands.com.
COTR
Instead of creating a new market of toys, COTR takes gender out of the equation entirely, and refocuses on what is compatible with your individual body and sexual interests. That way, someone is more likely to locate a sex toy that suits their individual needs. Our bodies and sexual interests are quite diverse, and we think gender is such a limiting way to view sex toys and other intimate products.
– Alicia Rosen, Founder & CEO of COTR, Inc. For more information, contact alicia@cotrinc.com.
Eye Of Love
Love has no limits with our first ever gender-fluid “Attract Them” pheromone perfume. This Pheromone parfum addition to our MATCHMAKER collection is a collaboration with Millionaire Matchmaker, Patti Stanger. Attract Them was created for people with no gender boundaries to appeal to all genders and comes in two travel-sized fragrances.
– Wenzdai Tosca, representative of Eye of Love. For more information, visit eyeoflove.com.
Thank Me Now
We have a few key products for gender transitioning. We offer a diverse range of packers and two binder styles. Thank Me Now is well known for our product quality, as well as our pricing. We recognize that making sure that these products are quality and affordable is key. Designing products that people truly need, that makes a difference in their overall health, is so rewarding, we hope to bring joy and comfort to so many customers.
– Danielle Seerly, Director of Sales for Thank Me Now. For more information, visit thankmenow.toys.
Doc Johnson
Yes! We have a few sizes of packer options for anybody who is looking to add a little bulge they don’t already have.
– Kerin DeFrancis, Director of Sales at Doc Johnson. For more information, visit DocJohnson.com.
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