BURBANK, Calif. — ANME wrapped on Wednesday, the event’s third day, after delivering a mix of product launches, power meetings and networking — all while preserving the laid-back vibe that attendees say always makes ANME feel like a homecoming.
The event kicked off Sunday, July 13, with badge pickup and a warm welcome at the evening’s XBIZ-sponsored “Taco ’Bout a Welcome Reception” fiesta, where attendees reconnected and swapped stories over margaritas and tacos just outside the City Ballroom. It was a casual start that perfectly set the tone for the days ahead: a balance of business-minded and community-driven events and encounters.
Monday marked the first full day on the show floor, with attendees crowding into the City Ballroom to investigate the question on everyone’s minds: “What’s next in pleasure products?” From all-new lines to inventive packaging and tech-forward solutions, opportunities were everywhere. At midday, ANME treated guests to a courtyard lunch featuring In-N-Out Burger’s legendary food truck.
Among the new brands at this year’s ANME was Beej, which makes saliva-inducing gummies for oral sex, made from natural ingredients sourced from Colorado.
“This is our first show, and it’s been great,” Beej co-founder Alexa Williams told XBIZ. “We started off by going direct-to-consumer, and it went very well, very quickly. So when ANME contacted us, we decided to try B2B. People have been really receptive. We haven’t been sold in stores yet — but we will be after the show.”
Beej gummies are available in flavors such as Piña Colada, Dreamsicle and Wedding Cake. Williams explained that for the maximum effect, the serving size is two gummies, but even one will increase moisture.
New brand Hush Vibes showcased its three-piece collection that features a rabbit, G-spot vibe and a bullet. Each item is fully submersible, made of liquid silicone and comes with a 10-year warranty.
“The main thing people notice about these is how flexible they are and how soft they are,” said Hush Vibes’ Sarah Blakely. “The target market is just about anybody, but especially shoppers looking for a more discreet vibe, or those who are distracted by noise.”
According to Blakely, the vibration sound is muted by added layers of material.
“It’s a really strong vibe, but it has muted lights, muted colors and muted sound,” she explained. “I think it’s going to find a very happy home with many folks, whether they’re newcomers buying their first toy or regulars looking for something a little different.”
Splash Blanket also made its debut at ANME, though the Australian brand has been around for six years now. Founder Rosie Rees started by making crystal and glass products before expanding into home goods. The company now aims to expand into the North American market, with shipments planned for Canada and the U.S.
The machine-washable waterproof blankets come in a variety of materials, colors and sizes, from travel size to jumbo, and can hold up to a liter of liquid. They are versatile and can be used for various purposes beyond just intimate activities, according to Sales Director Alana Manning, who noted that the sheets are also often purchased for pets and children.
“It’s been a real adventure,” she said. “We do a lot of social media, and we have a huge online presence that strengthens the brand. Now we’re here talking to people about it and showing them what we’re about.”
Amor Sui came to ANME to showcase its new butt plug, which founder and CEO Whitaker Cohen described as thoughtfully designed and intended to make anal play easier and more pleasurable for first-timers.
“We really wanted to shift the narrative and focus on prioritizing women’s personal pleasure,” said Cohen. “Anal play and simulation can be really fantastic — if it’s done well. Everything about the company is designed to be soft, pretty, friendly and approachable. I love a luxurious unboxing experience, and I wanted my toys to feel that way.”
Amor Sui offers informative booklets with helpful tips and best practices for enjoying anal play safely. Cohen’s goal is to normalize conversations about anal play.
“We want to be able to talk about butt stuff over brunch,” she proposed. “Anal and Aperol spritzes!”
Another new brand on display was French Tickler, offering a nubbly-tipped toy described as delivering the sensation of a finger and a tongue for sensual play. French Tickler’s Michael Haggerty said ANME was a success for the company.
“Many buyers brought distributors to our table,” he enthused. “We are launching officially next month online and will be available in select stores in September.”
As Day 1 wound down, the Sexual Wellness Professionals Alliance (SWPA) hosted an informational meetup for members and those interested in learning more about the organization, which aims to provide professional development, networking and support to those working in the pleasure industry.
The SWPA offers its members various benefits, including a webinar series, a mentorship program and opportunities to participate on committees handling areas like marketing, membership and operations. The group also partners with the Free Speech Coalition to support legislative and advocacy efforts to protect the rights of the adult industry.
The speakers at the meetup emphasized the importance of industry members coming together and speaking out with a unified voice to address the various challenges and threats facing the industry, such as legislative attacks and civil lawsuits.
“We’re under attack like we’ve been before,” said Ken Herskovitz of Vibratex/Magic Wand. “It’s particularly heavy right now, so aside from the professional development aspect of being here together and networking, we’re also supporting the good fight on the back end.”
Other speakers, including Doc Johnson’s Scott Watkins, Tantus’ Cheri Curry, and Tamara Bell and David Eliason of Dick and Jane’s Naughty Spot, encouraged attendees to join the SWPA, sponsor their employees’ memberships and get involved in the organization’s efforts to support the industry.
As the sun set, the “Sizzle Social Backyard BBQ” served up cocktails and comfort food with a SoCal twist. Brand reps mingled with buyers in a relaxed outdoor setting that felt like a summer party.
Day 2 continued the momentum with another full day on the show floor. Joining the eager ANME first-timers, as always, were pioneering pleasure brands like event founder CalExotics, which previewed dozens of new items on the way. The company highlighted its Rave collection of powerful mini vibrators with unique textures and neon colors, Rumbler wands, Working Stiff realistic vibrating dildos, Nocturnal bondage gear and vibrating Twerking Butt masturbators with dual entries.
Director of Marketing Nichole Grossman described many of the new products as extremely powerful, featuring intense vibrations and unique characteristics.
“I’m super excited about all the new products coming soon,” said Grossman. “The Rumbler vibes resemble a traditional wand or dual stim, but are incredibly powerful. The twerking butts have also been a real showstopper. They have this presence. At first glance, they seem unassuming — but once you turn them on, it’s like incredible vibration. We’re really excited to start launching in August.”
Grossman also acknowledged the struggles many stores face in the current economy.
“We’re committed to being a good partner to our customers and helping them through this tough time,” she affirmed. “We’re all going to get through this together.”
Across the central aisle from CalExotics in the Academy Ballroom, the Doc Johnson booth showcased the company’s top collections and brand partnerships — the latest being with rapper Sexyy Red. A prominent poster of Red was on display alongside her branded sex enhancers in the booth’s “bodega” section. Sexyy Red’s arousal honeys and gummies feature varieties named for her song titles “Pound Town” and “Fat Juicy & Wet.”
“This is totally her branding,” noted Doc Johnson’s Krystal Silva. “We partnered with her and her team to develop the product.”
Other new sex enhancement products included Deep sublingual strips that take effect in five minutes. Additionally, Doc Johnson devoted a separate booth to its newly revealed distribution partnership with Rhino, a sex enhancement brand found in convenience stores, while Doc partner Mochi introduced new flavors in its line of non-psilocybin “magic mushrooms” gummies, as well as new complementary mushroom-shaped strokers and vibes.
Another section of the Doc Johnson booth was dedicated to the Silexpan brand from Spanish manufacturer Cnex. Florent Le Maguet, global sales director for Cnex, discussed the features of the patented Silexpan material, which changes density based on temperature.
“If you freeze it, it will become super hard like a table,” Le Maguet explained. “When heated, it becomes very soft. The great thing about Silexpan is that it is cost-effective, making it less expensive than silicone. This allows us to offer an affordable price for the product without compromising quality.”
Doc Johnson’s Goodhead collection had its own dedicated booth showcasing the growing selection of products for enhancing oral sex, including Pout Perfection lip balms and salivating gummies.
Alongside Goodhead, the Polynesian Pleasures line, exclusively distributed by Doc Johnson, showcased tiki-inspired dildos and vibes — as well as Ti-Keychains, mini versions of the line’s Pleasure Idol dildos.
“These toys can even be displayed in actual tiki bars,” Polynesian Pleasures founder Valentino Tolman told XBIZ. “I made sure that everything was tastefully made with respect to the culture. I wanted to share the ideology of what they represent.”
The Nasstoys booth also showcased new collections, including Sorbet pastel-toned vibes and Minis vibes, along with The Royale p-spot vibrator, new Gold Glam cock rings and the new Tri-Tip vibe with interchangeable tips.
At the Pipedream Products booth, one big reveal was not a new product but rather the latest addition to the company’s business development team: April Lampert. Lampert said she was excited to be on board due to her admiration for the leadership behind Pipedream, including CEO Barbara Cook and Creative Director Kristian Brom — whom she called “a legend” — along with longtime sales exec Mona Madrigal.
“I’ve always been impressed by the scale of their products and their OG legacy since 1973, which I think is awesome,” Lampert gushed. “They paved the way for all of us to be here, so I feel honored and excited to bring them more into the mainstream channels they deserve.”
Discussing Pipedream’s product line, Lampert highlighted the company’s wide range, which she noted is especially crucial in today’s economy as it caters to an inclusive range of shoppers.
Tuesday’s courtyard lunch options leveled up with a Pink’s Hot Dogs cart and wood-fired pizza from Angelenos. Conversations over chili dogs and hand-tossed slices carried into the afternoon, as buyers sealed deals and stocked shelves with pleasure essentials.
At the Kheper Games booth, a banner paid tribute to the brand’s milestone 30th anniversary and the 35 million games that it has sold over the decades. The company’s Steven Alvarez hyped the anniversary party planned for that night at The Abby in West Hollywood, and noted that Kheper products are now available at mainstream outlets like Urban Outfitters, Barnes & Noble, and Spencer’s.
Kheper Games also helped Hustler celebrate its 50th year with a card game featuring centerfolds. At ANME, Kheper debuted a version featuring naked men. Also showcased in the booth were an assortment of games for adult parties and date nights, along with novelties like gag gifts and fun nipple pasties, and new board games with parody names like Kinkyland, Tipsyland and Fucked-up-opoly.
Alvarez told XBIZ that the company’s future plans include releasing eight to 12 new items annually, with a focus on bachelorette and ladies’ night-themed products.
At the COTR booth, Alicia Sinclair Rosen highlighted the company’s commitment to ensuring inclusivity by offering affordable prices. While COTR’s top-shelf offerings include items priced at around $150, the company’s most affordable products retail between $25 and $35.
“The overall goal is to meet people where they are,” she said. “We have a strong initiative to develop products that cost $100 or less. These products can still carry our name, maintain quality and align with our mission and ethos.”
New items include styles that Rosen called “all meat, no potatoes,” meaning they’ve been pared down with no travel cases or extra features like remote controls.
“We’re simplifying it and making them more affordable, and the response has been incredible,” she said, highlighting as an example the b-Vibe Buddies range of entry-level toys, all under $50.
“Most are simple, nonvibrating,” Rosen explained. “But we always customize our products. We always include some type of finger loop, a unique stopper or cool metallic details.”
Add to COTR’s bucket list: reinventing the fisting dildo with new models from b-Vibe.
“Fisting toys are usually made of PVC rubber, so we’ve come out with a body-safe option — and again, it’s under $100,” Rosen revealed. “There is also a vibrating version, which I was surprised didn’t already exist.”
ANME continued Wednesday with a final round of product showcases and meetings as the three-day event wrapped up its last half day.
Pleasure jewelry brand Crave returned to ANME with its Airstream display booth, showcasing its full line, including the Tease cocktail ring and Vesper Mini necklace.
Crave’s Ti Chang observed that more and more people are adopting pleasure jewelry, as evidenced by the brand’s availability in mainstream channels like Nordstrom and Ulta.
“Even men are wearing it,” she noted. “People who care about aesthetics and craftsmanship gravitate to us when looking for investment in a premium brand.”
Among the international vendors at ANME was Creative Conceptions, which unveiled the new Clarity line of glass toys and showcased bondage brand Sie Mio, which debuted at XBIZ Expo in January. The collection features 34 SKUs with packaging and in-store displays that allow users to explore the items’ features.
“We’ve been selling bondage in the market for 15 years in our capacity as a distributor in the U.K., so we know what moves and what doesn’t,” said Creative Conceptions’ Brad Taylor, highlighting packaging that featured “noir”-style boudoir photography with tattooed models.
“We’ve tried to make the models look like real people,” Taylor said. “Online customers have really been responding well to the lifestyle photography that we’ve done. For each product, we have six or seven lifestyle images.”
Taylor also teased upcoming new additions to the Unihorn, as well as new couples’ games to be added to Creative Conceptions’ lineup.
Kate Kozlova, sexologist and brand ambassador for Amsterdam-based Kiiroo, was on hand to offer ANME attendees a glimpse into the future of immersive adult entertainment. Attendees were invited to don an Oculus VR headset and sample a Christmas-themed POV adult video shot in 10K, as Kozlova explained how Kiiroo’s toys can be synced to such content.
According to Kozlova, now is the time for retailers to embrace interactive toys.
“Kiiroo is known for its integration with 2D and VR porn, which makes you feel what you see on the screen when the toy does exactly as the performer does,” she said. “It reacts to the pace of penetration and every movement. Everything you see happening on the screen is reflected in real life.
“This year, I believe the market is ready for VR compatibility, as many people already own VR headsets and utilize them for gaming and the metaverse,” Kozlova added. “Statistics show that 50% of men in the U.S. with VR headsets have tried VR porn, and one in three men who own a VR headset watches VR porn at least once a week. With the number of VR users expected to grow, I believe 2025 is the ideal time for our customers to experience this technology.”
Headquartered in the Netherlands and Los Angeles, Shots showed off a wide assortment of products in its expansive booth. The company also introduced new products in floral-inspired shades and packaged in giftable boxes, from dick-shaped plushies to Le Desir lingerie.
“We take inspo from other industries, such as luxury-class perfumes,” said Crystal Flores, a product development exec for Shots. She also highlighted cute newly added vibes like Luvie and Mochi, as well as Loveline, a line of sexual wellness products like dilators and kegel exercisers in packaging that’s mainstream-friendly.
The Shots booth included full walls dedicated to its large collections like Levelz and Real Rock, plus sections for its new Career Girl and Pinup Doll stroker collections, Pumped penis pumps and more. Along with new products, the Shots booth also offered a photo op with penis plushie mascots The Dickheads, who posed with attendees.
ANME continues to be a place where product launches are celebrated, friendships are rekindled and companies leave inspired for the future. With a format that combines professional polish with approachable energy, this year’s ANME once again reminded attendees that business is always better when it’s done with joy.
