Page 78 - AVN October 2016

“In addition, the on-site production and packaging gives us
one of the smallest carbon footprints in manufacturing, and our
comprehensive recycling practices save about 40 tons of resources a
year,” she added.
After years of steady and sustained growth, the company looked to
make the move into the U.S. At the time—in 2003—American adult
retailers and manufacturers alike were starting to come around to the
idea of selling higher-quality products.
“At the time, we had already introduced real innovation into the
European market, so we knew we were bringing something different
to the table,” Tribby told AVN. “We were the first company to use
body-friendly silicone and offer ergonomic shapes in bright, friendly
colors. As the first high-end brand in the toy market, we hoped that
our body-safe products, welcoming branding, and attractive packaging
would give our B2B clients the chance to reach out to new customers
and new target groups.”
“Fun Factory distinguished itself
by combining German
engineering with a sense of
playfulness, all while employing
eco-friendly methods and fair
labor practices.”
In addition to bringing a new look to the world of pleasure
products, the company also brought a new sales strategy: Fun Factory
USA sold directly to retailers, which gave the manufacturer a chance
to successfully sell the products to customers. The idea helped Fun
Factory develop lasting relationships with retailers, who in turn
were able to grow their business with the unique product lineup.
Fun Factory also benefited from the relationship by learning to adapt
product development and marketing to the specific needs of the U.S.
FEATURE
market, Tribby said.
“The U.S. market is the biggest market in the world, so we were
highly incentivized to succeed,” he said. “To minimize the risk, we
started small, with very low costs. We grew the business organically,
not by investing tons of money in it up front.”
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The approach paid off, in more ways than one. In addition to steadily growing a devoted
retailer and customer base, the company also used feedback from its relationships to improve
shapes, functions and features. Colors and shapes have been redefined throughout the years,
and innovation has been a major part of Fun Factory’s identity in the past decade. In 2012, for
example, the company started using advanced QR technology for point-of-sale materials. The
Fun Factory instructional cards contained QR bar codes so customers could access product
videos directly from their smartphones while doing their shopping.
The following year, Fun Factory debuted the first of its pulsator Stronic vibrators, which
featured a new type of motor—Driver Technology—that creates a powerful back-and-forth
thrust as opposed to a buzz. And in 2014, the company announced the Amorino mini vibe, the
first pleasure product to use a silicone band to conduct vibrations.
“The market continues to evolve, and Fun Factory is committed to offering a variety of
products for all consumers,” Tribby said. “When we started out, the consumer responded
to character-style products, and in many of our markets they still want that style of toy.
Additionally, entry-level consumers are often drawn to cutesy shapes, since a product like that
can be an easy first step for a beginner. Now, we offer shapes and solutions for everybody.”
To continue the momentum, she added, the manufacturer will unveil new products and
innovations as early as 2017.
“One thing that many people may not know is that all Fun Factory toys are created by
engineers, and that they’re much more technologically advanced than most toys on the market,”
she said. “It’s not just about finding a motor that works and putting some silicone around it.
Fun Factory’s designers are constantly finding new ways to create stronger, deeper vibration, a
motor that holds charge better, a more eco-friendly design, etc.”
Tribby also said Fun Factory will focus on marketing and sales strategies and offer even more
cooperation with customers with creative point-of-sale solutions and compelling gifts with
purchase.
In fact, one of the ways the company is celebrating its 20th anniversary with customers is to
offer a gift with purchase.
“Fun Factory collaborated with award-winning designer Karim Rashid to create a limited-
edition toy bag,” Tribby noted. “Offering this unique accessory as a GWP has allowed retailers
everywhere to take part in the 20th anniversary celebration.”
Other plans to mark the special occasion include a celebration October 4 in Bremen with
retail partners and staff. The fête will feature a full day of presentations from experts, starting
with a keynote from Dirk Bauer, and including a factory tour, dinner, a show and a party.
“Our retail partners who will be in Germany for the upcoming trade shows should contact
their sales reps if they’re interested in attending,” Tribby said.
In the U.S., Fun Factory USA is collaborating with retailers on pop-up shops and special
events, such as a party at Babeland where customers created their own signature scents; an
event at the Pleasure Chest highlighted by a wine and gourmet snack tasting and toy pairing;
and a release party for the Moody vibrator at Good Vibrations.
As for the future, Tribby said, Fun Factory will continue its dedication to creating innovative
new products in all categories of sexuality.
“Our principles—Passion, Performance, Innovation and FUN—will continue to be at the core
of what we do and what we develop,” Tribby said. “Additionally, we’ll be finding new ways to
use our marketing efforts to help support our retail partners.
“We remain committed to supporting our retailers by maintaining our MAP pricing. Our
retail partnerships have been a core part of our business, and we’re dedicated to structuring our
business in ways that keep them strong,” she continued. “Above all, Fun Factory started out as
two friends brainstorming ideas around a kitchen table. Our entire team still operates with that
spirit—very approachable, friendly, and of course fun.”
Forms and Functions Among Fun Factory’s innovations have been the Amorino (top), a rabbit-style vibe that offers additional
stimulation via a silicone band, and the Stronic series (the Drei is pictured here), made with motors that create a thrusting motion.