Page 78 - AVN October 2017

FEATURE
“At XR, we have seen sales and inquiries over
the last several years increase, which is why we
have expanded our lines accommodate the growing
demand,” she continued. “We now have a full puppy
play section as part of our bestselling Master Series
collection, we have added crawlers to our Strict line
and we have a line of exclusively animal tails in our
new bestselling line, Tailz. These items are flying off
the shelf!”
Rob Phaneuf, vice president of product
development for Pipedream Products, said the
manufacturer has incorporated some items for pet
and animal play into some of its existing ranges.
FEATURE | By Sherri L. Shaulis
THE IMPORTANCE OF
KNOWING WHAT
CUSTOMERS WILL
WANT OR NEED IS
PARAMOUNT. BY BEING
INCLUSIVE OF KINKS
AND FETISHES …
[RETAILERS] SHOW A
WILLINGNESS TO
ACCEPT THEIR
CUSTOMERS FOR
WHO THEY ARE.
—STEVEN VEST, BAD DRAGON
“We have a few item from Pipedream that could
be used for animal play fantasies, such as the Icicles
49, which is a versatile product,” he said. “It can be
used as a flogger or as a glass plug with a leather
‘tail.’ We also have the Fetish Fantasy Limited
Edition Feather Nipple Clamps and Plug. This set
is very approachable and fun. Of course, there are
many different fantasies beyond animal play that
people seek out products for. We like to think we
really expanded how customers experience fantasy
and fetish through Fetish Fantasy, which was the
first couples-friendly bondage line offered by a
major retailer and which really changed how fetish
is represented at the retail level. Our Fetish Fantasy
lines offer one of the most extensive and diverse
fantasy product offerings, with everything from light
to more extreme BDSM and fantasy play, it went
beyond the ‘niche’ bondage items of restraints and
whips and made the category more approachable to
the masses.”
But even as the category continues to grow in
popularity, there are still extremes, and Bad Dragon,
a manufacturer of fantasy-inspired dildos, is ready
for the increased interest. With pieces that resemble
everything from sea creatures to dragons and more,
the manufacturer can customize proactively every
piece.
“Bad Dragon helps customers fulfill these
fantasies by giving them a lot of input into their
made-to-order toys,” explained Steven Vest, head of
marketing at Bad Dragon. “Customers choose the
78 | AVN.com | 10.17
the items, what they do, and the kink it represents
they will be better equipped to educate the consumer
… and consumer education is No. 1. Sometimes as
buyers we buy for our spaces what sells best, but we
lack the understanding of the product, what it does,
and how to use it. But how do you buy if you don’t
understand what the product represents? Same goes
for sales people at the retail level … the more they
know the more they grow their sales. It is important to
educate from the top down, which will help the people
buying understand, help the sales people sell, and help
the end consumer understand what they are getting
and how to be safe,” said Mort.
“I always like to test the market in which these
items sell,” Mort continued. “So my suggestion
would be that they pick up a few items to start, that
are maybe more on the less aggressive side, train my
staff, and see how my consumers respond. What you
will find, is whether or not you are in a market that
requires these items. In my experience, retailers who
have started out with a few products have found that
that this is an underserved market in their area (and
everywhere!), and will begin to have customers coming
in and asking for more.”
“For retailers, the importance of knowing what
customers will want or need is paramount,” Vest said.
“By being inclusive of kinks and fetishes that they may
not motivate their passions, they show a willingness
to accept their customers for who they are. Retailers,
by and large, are smart enough to sense new trends or
fads and the best retailers will chase these trends to
respectable profits. Those who put fantastic creatures
on the shelves for consumers will find that the design
stands out amongst other, more vanilla, options. This
presents an added bonus of offering the uninitiated
something they may have never known they wanted
otherwise.”
model, size, color(s), firmness of silicone, and added
options like cum tubes or suction cups to make the dildo
or masturbator of their dreams. February birthday? You
can get our ‘Amethyst’ birthstone color on your toy. Like
the planet Mars? We have a color for that. By allowing
customers input into their fantasy, it creates a more
personalized experience for the consumer.
“When it comes to choosing the design shape for our
products, Bad Dragon will often use design elements
we know will work, like angles that aid in G-spot or
prostate stimulation,” Vest continued. “While those
particular features may be easy to discern and include,
people like different things. Some like girth, some want
texture, some enjoy a good curve, and others want
something completely different. By giving a wide variety
to choose from, Bad Dragon knows there is something
on our shelves for everyone, bar none.”
As it is with many emerging trends in the pleasure
products industry, some of the enthusiasm can be traced
to pop culture and curious people searching on the
internet.
“Internet culture has certainly played a role in the
progression of the fantasy toy market by virtue of simply
getting in front of more people,” Vest said. “In Bad
Dragon’s case, the internet has helped us by exposing
our products to those who didn’t know they existed
and offering them something new and unique. The
future will likely be more of the same, as the broad
grasp of the internet knows no bounds. The fantasy toy
market is experiencing lots of growth as we speak. Many
consumers are disillusioned by the ‘same old thing’ on
store shelves, and are looking for other options for their
boudoir. Companies like Bad Dragon fill a gap in their
sex lives they may have not known existed previously,
no pun intended.”
Crystal Delight’s Martin echoed those thoughts. “I
do see it as a growing fetish but not just in the fetish
market, it really has moved more into the main stream
market as well,” she said. “There is a sensual feel of the
fur or ponytails brushing across skin, and the playful
aspect of it as well! Who wouldn’t love the little swish
of a tail?”
As for retailers looking to dedicate shelf space to
animal and pet play items, several of the manufacturers
offered advice.
“Education is always key. If the retailers understand
Tentacles and Tails Bottom, new releases from XR Brands at the ANME
Founders Show, including the latest in the Tailz collection on the top row.
Above, the Tentacle from Bad Dragon.