Sexologist, Sunny Rodgers, breaks down this year’s novelty show and shares the best advice from industry professionals on how to navigate the show, whether you are a seasoned pro or a first-time attendee.
(NOTE: This story appears in the June 2025 issue of SE Magazine.)
If you’re reading StorErotica, you probably know that the Adult Novelty Manufacturers Expo (ANME) Founders Show, scheduled for July 14–16, 2025, at the Los Angeles Marriott Burbank Airport, is the premier B2B event for professionals in the adult novelty industry. Since its inception in 1996, ANME has been the cornerstone for U.S. and Canadian manufacturers to showcase their latest products to a curated audience of distributors and retail buyers.
With over 200 vendor booths and more than 2,000 attendees expected from over 10 countries, the expo offers an unparalleled opportunity to explore cutting-edge products, from intimate toys and lingerie to lubricants and novelties. The event facilitates direct interactions between manufacturers and buyers, fostering relationships that drive business growth and innovation.
The ANME Founders Show 2025 is an essential event for buyers seeking to stay ahead of market trends and expand their product offerings. With complimentary admission for pre-registered qualified buyers, it’s an investment in your business’s future. Register now to secure your spot at the industry’s leading trade show.
Why Trade Shows Matter for Buyers — and How to Make the Most of Them
Trade shows like the ANME Founders Show are more than just industry gatherings — they’re pivotal events that offer buyers unparalleled opportunities to discover new products, forge meaningful connections and stay ahead of market trends.
Some key benefits for buyers attending ANME are:
Access to Decision-Makers: Approximately 81% of trade show attendees have purchasing authority, making these events ideal for direct negotiations and swift decision-making.
Product Discovery: A significant 92% of attendees attend trade shows to explore new and exciting products and services, providing buyers with firsthand experience of the latest innovations.
Efficient Networking: Trade shows offer a concentrated environment where buyers can meet multiple suppliers in one location, saving time and resources compared to individual meetings.
Maximizing Your ANME Experience
Trade shows like ANME are fast-paced, high-energy environments where preparation is your secret weapon.
To make the most of your time, review the exhibitor list in advance and map out your must-visit booths — this ensures you hit your top priorities without getting sidetracked. Many manufacturers allow you to set up meeting times in advance to maximize your planning.
Bring a notebook (digital or old-school!) to jot down key takeaways, pricing and standout products. Wear comfortable shoes, keep snacks and water on hand. Don’t be afraid to introduce yourself — you never know when a casual conversation could lead to your next bestseller.
Most importantly, stay open-minded. I can share from experience that sometimes the hidden gems like the unexpected products or smaller booths, deliver the biggest returns.
Consider the following strategies:
Set Clear Objectives: Define what you aim to achieve — be it sourcing new products, meeting specific suppliers or understanding market trends.
Plan Ahead: Review the exhibitor list and schedule meetings in advance to ensure productive interactions.
Engage Actively: Participate in booth and evening events to gain insights and stay updated on industry developments.
Follow Up Promptly: After the show, reach out to contacts made during the event to solidify relationships and initiate potential deals.
To give you a true insider’s guide to ANME, I reached out to a few industry veterans for their insights and secret tips.
Don’t be afraid to introduce yourself — you never know when a casual conversation could lead to your next bestseller.
— Sunny Rodgers
Insight from the Aisles: Molly’s Take on ANME
For Molly at Holiday Products, ANME is more than a trade show — it’s a living and breathing learning lab.
“My favorite thing about ANME is hearing manufacturer reps talk about the items they’re so passionate about,” she says. “I’ll file away the little nuggets of information they share to use later in product spotlights on The Resource by Molly. Having access to that kind of insight is like gold to a knowledge junkie like me.”
Molly also brings a sharp radar for what will resonate in the real world — and on the shelves.
“I’m always hoping to discover The Next Big Thing, but aren’t we all?” she laughs. “Right now, I’m seeing demand for affordable, high-quality items and clever multi-play designs. That’s what gets my Spidey Sense tingling about what our community will be drawn to.”
With her passion for education and eye for innovation, Molly reminds us that the magic of ANME lies not just in the products but in the people who bring them to life.
Buyer Wisdom: Loretta’s ANME Secrets
There’s nothing quite like the perspective of a buyer who’s walked the show floor more times than they can count. Loretta Goodling, a veteran industry buyer known for her sharp eye and warm spirit, shared her insights on what makes ANME such a special event.
“Oh, I just love the energy of ANME—it’s like walking into a candy store for grown-ups,” she exclaims. “I can’t wait to reconnect with my favorite reps and discover what’s new and exciting this season.” Goodling knows what works and what sells when it comes to product selection.
“I’m always on the lookout for products that feel fresh, but still make sense for our shelves — think fun packaging, clever upgrades and anything that’ll get our customers talking!”
For those walking the show for the first time, Goodling offers simple advice, “Wear comfy shoes, bring a big tote and don’t be shy! Talk to everyone. You’ll be amazed how many relationships start with a quick booth visit. Lastly, pace yourself, it’s a lot, but in the best way.”
Her approach blends practicality with genuine enthusiasm, just the kind of wisdom that makes ANME more than a show. It’s a shared experience, a community and a place to learn something new with every aisle you explore.
A Personal Perspective
Janet Tamborelli at Swiss Navy agrees with Molly and Loretta and emphasizes the value of face-to-face interactions.
“I always look forward to ANME, it’s like a reunion with my industry family. This show is such a valuable opportunity to connect with buyers, learn about their goals and help match them with the perfect Swiss Navy solutions to grow their business,” Tamborelli says. “I can’t wait to share what we’ve been working on!”
By approaching trade shows with clear goals and proactive engagement, buyers can significantly enhance their sourcing strategies and contribute to their organization’s success.
From the Heart: Why ANME Still Matters
ANME was the first pleasure product trade show I ever attended and in many ways, it still feels like home. What started as a single conference room has evolved into an expansive, industry-defining event that now takes over an entire resort, complete with massive outdoor tents to house the growing wave of different brands. The evolution of the show mirrors the evolution of the industry — expanding, maturing and stepping boldly into the spotlight.
With the January show retired this year, it’s been a full year since many of us have seen each other. That gap makes this summer’s ANME feel even more special. There will be long hugs. Happy tears. And that unmistakable sense of togetherness that only ANME can deliver. After all, this isn’t just a trade show, it’s a reunion. It’s where we catch up, collaborate and celebrate all that makes our industry thrive.
ANME is where futures are forged, where product ideas turn into partnerships and where we’re reminded that this industry is so much more than business. It’s a family. If you ask me, that’s what makes ANME the heartbeat of it all.
Final Take: More Than Just a Trade Show
From the buzz of new product launches to the casual conversations that spark major partnerships, ANME isn’t just where deals are made — it’s where our industry comes alive.
It’s a handshake and a hug. It’s spotting the next bestseller before your competition does. It’s remembering why you love what you do. So, whether you’re a seasoned pro with a color-coded show plan or a first-timer figuring out how to navigate your lanyard, ANME offers something for everyone: connection, inspiration and a whole lot of product magic.
See you on the show floor — and don’t forget the comfy shoes!
With over two decades of experience in the media and marketing world, Sunny Rodgers is the Founder of Sunsplash Media Group, specializing in brand development, strategic marketing and creative content solutions. For more information, visit sunsplashmediagroup.com.
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