For the better part of a decade, Suki Dunham observed the reactions of International Consumer Electronics Show attendees as they passed by her company’s booth. OhMiBod, the sex toy company she founded with her husband in 2006 has frequently exhibited at the tech gadget trade show. After all, their adult products fuse tech with sex—like the Club Vibe 3.OH HERO vibrating butt plug which triggers vibrations based on ambient noise like music or a partner’s voice.
“Most...had never thought of the simple concept of squeezing down on the penis,”
Adult sex toy company Doc Johnson’s head designer Anjani Siddhartha focuses on communities within the male market when developing her clay prototypes. Whether the customer is a straight man looking for a toy to use solo—their male masturbators fashioned in the image of porn stars’ vaginas are big sellers— or gay men in search of a product to use in a group—Siddhartha recommends their double and triple penetrators—it’s about targeting a niche’s specific needs. “In the gay market, bigger pieces do better than the smaller ones,” Siddhartha observes.
MysteryVibe, a British adult toy brand, never relied on gendered product descriptions. Their first toy, the Crescendo vibrator, is pliable and can just as easily be used to vibe the shaft as it can to target the G-spot. Crescendo’s feedback was positive among men and women, however Stephanie Alys, co-founder and chief pleasure officer of MysteryVibe, realized many male customers were asking the same question: “When are you going to make a product specifically for me?” As a result, MysteryVibe’s newest toy can be worn by anyone with a penis (or anyone wearing a strap-on). The vibrating Tenuto sits at the end of the shaft; other vibrators on the device hit the balls and perineum.
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With all toys, especially those targeting parts of the body Alys, Sinclair, Siddhartha, and Dunham do not possess, testing and feedback is imperative. Dunham and her husband try out all of OhMiBod’s products themselves for functionality—they’re the “mastur-beta testers,” she jokes. Siddhartha often reads Amazon reviews and product forums in search of insight: “This material feels good,” “I wish the hole in this masturbator was bigger,” “I’d like a product to help me last longer.”
In Sinclair’s development stage, she’ll often consult male designers about sensations on various parts of the body. “It’s funny because I’m like, ‘OK, I don’t have that body part, tell me more about how this feels,’” she says. Once the items are ready for testing, she first gets feedback from sex experts and educators. For the b-Vibe, for instance, she’ll seek out an expert in prostate stimulation or anal play. After addressing first-round feedback, the toys are then sampled by adult product testers, and finally ordinary folks. With male products specifically, Sinclair adds extra rounds of testing and research to make sure what she thinks will feel good for dudes actually does.
Being well informed on the workings of your customer’s body is crucial, says design academic Dr. Judith Glover, who leads the sexual health and industrial design program at RMIT University in Melbourne, Australia. “In industrial design, we don’t say you can’t design for another gender, but if you are designing for someone not like you, you need to have good information about [them] or include on your design team someone who is that person,” she says. However, when it comes to couples’ toys, women have unique insight, Glover continues: “If you actually asked men about sex toy use you may not get good answers. Their female partners may be able to provide much more realistic and nuanced information about their fears and motivations.”
As time went by, we realized straight men were using prostate stimulators or butt plugs for themselves.
Within the adult toy space, it is important to judge a book by its cover. And a woman’s touch in this domain is undeniably influential, Dunham says. “Aesthetics, marketing and packaging, that’s where women have had the largest impact. Because all of those things tell a customer that this product is approachable and normal and should be a part of a healthy lifestyle.”
This is not to say having a woman overseeing operations is the sole reason for more welcoming design and marketing. Instead, as is evident with the growing market of sex toys for all body types, the diminishing of taboos and stereotypes have allowed for more inclusive products, both in functionality and advertising. “In the beginning, it was the idea that only gay men would use products,” Siddhartha explains. “As time went by, we realized straight men were using prostate stimulators or butt plugs for themselves.”
Whether this is because of changing cultural norms or the normalization of the benefits of healthy sex life, the adult toy industry is in the market of pleasuring all bodies—great news regardless of your anatomy. “It would make me truly happy,” Alys says, “if people would feel like the products we create are inclusive and they speak to all kinds of different people from all walks of life.”