trends

Pleasure Product Innovators Fleshlight, Kiiroo Team Up for SXSW

Pleasure Product Innovators Fleshlight, Kiiroo Team Up for SXSW

If there ain’t no party like a sex toy party, and everything is bigger in Texas, Fleshlight and Kiiroo just created a marketing buzz that’s going to need a new cliché.

In March, the two industry game-changers punched into the mainstream tech world with a huge soiree for badge-holders at Austin’s South By Southwest event. After combining forces to create Launch, an interactive mechanical stroker attachment for Fleshlight toys, the teams decided to see how their latest haptic marvel would play with the tech industry’s big boys.

We were able to capture an audience in the tech community that we otherwise struggle to reach through adult-related events. -Maurice op de Beek, Kiiroo

Kiiroo and Fleshlight are known successes throughout the adult sector but, like most X-rated manufacturers, realize the importance of diversifying your market.

“We thought SXSW was a better platform to introduce our new high-tech device,” says Kiiroo’s Chief of Technology Maurice op de Beek. “We were able to capture an audience in the tech community that we otherwise struggle to reach through adult-related events.”

Booth space at the event is coveted by start-ups seeking knowledge-hungry consumers and recognition from millionaire entrepreneurs. In true adult industry fashion, Kiiroo and Fleshlight decided to go bigger.

“We did not have a booth at SXSW. Instead, Fleshlight held a launch party, and we were received greatly by both the media and consumers,” remarks op de Beek. “We wanted to provide a shock factor to attendees and the partially conservative state with the new high-tech and fully automated sexual experience that the Launch provides.”

If Maurice and the Fleshlight crew were looking to shock on the largest possible scale, they certainly picked the right place to do it.

Saying “South By Southwest” to any budding tech geek or struggling musician is like uttering the words “Burning Man” in San Francisco: it’s kind of a big deal. This world-renown festival of performances, movie screenings, and massive-scale networking began in 1986 with a small group of creatives in Austin. Their conversations continually circled back to the amount of worthy music, film and ideas circulating within their city that lacked an audience. Realizing this problem wasn’t exclusive to Austin, they created South By Southwest, best known by the acronym SXSW, as a stage for the nation’s brilliant yet unrecognized talent.

Droves of filmmakers, musicians and interactive media creators poured in for the event’s first round in 1987, and the influx of innovators eventually grew to include international voices.

Today’s SXSW crowd is a far cry from the draw of the early ‘80s. Garage bands, A&R record executives, and Spin magazine journalists have been replaced with the likes of Barack and Michelle Obama, Snoop Dogg, and a bevy of Silicon Valley veterans. It was only a matter of time until sex-tech found its way into the arena.

The heavy influence of technology on sex toy design is already in full swing and steadily growing as Millennials make pleasure products part of their average routine. Sex toy manufacturers are fairly new to South By Southwest, but their presence signifies something big: tech is normalizing sex products. “I think technology brings great opportunity to the sex industry as it can show the mainstream media the adult industry in a new light,” says op de Beek. “[It’s] allowing [them] to write about the technology rather than the sex aspect.”

Though Fleshlight and Kiiroo might have achieved their intended shock factor with a few old-school Texans, the majority of attendees were probably more eager to learn where to purchase a Launch device and how it was developed.

“The event itself has a large amount of attendees who have a genuine interest in technology,” says op de Beek. “Tech-savvy millennials are keen to learn and embrace the future of technology especially in regards to teledildonics and sex tech.”

Fleshlight and Kiiroo’s SXSW contribution, an after-hours product launch party, brought lots of attention from consumers, and the few occasional though unavoidable skeptics.

“The attendees were very interested in the product and its functionalities, and a large amount of people wanted to buy the product,” recalls op de Beek. Though South By Southwest regulars are generally ready for anything, a mechanical masturbator is almost guaranteed to draw a crowd.

“We were demonstrating the product to some people at the event, and a husband and wife walked past us who had been at the event the night before,” says op de Beek. “He saw the device and started coming towards us very enthusiastically, trying to pull his wife along in a hurry with him. He was so excited about the Launch and what it can do that he started bringing in people from around us to take a look.”

Innovation and hype aside, Maurice was still in a mainstream arena. Tech business moves fast — but not that fast. “Due to the mainstream nature of the event, we found that many people expressed that because of the type of product we sell, and the type of company we are, their advertisers would not appreciate it as much as an individual would,” says op de Beek.

Undaunted by a few cautious conservatives of the present, the Kiiroo and Fleshlight teams remain both optimistic and realistic for the future.

“Technology is changing every day, and at SXSW we had the opportunity to see some of the leading innovators showcasing their products and services,” says op de Beek. “We aim to grow and improve and innovate continuously in order stay ahead of the game.”

As the first South By Southwest run to feature sex toys, Kiiroo and Fleshlight were the stars of a groundbreaking year in Austin. They weren’t the only pleasure manufacturers in attendance, but were no doubt some of the most memorable.

“Kiiroo’s participation in SXSW has proved to us that we are driven, and continue to strive to be the leading innovators in sex tech,” says op de Beek.

South By Southwest has been a harbinger for consumer culture since it’s humble beginnings. Like many previously shocking exhibitors of the event’s past, Fleshlight, Kiiroo, and other pleasure manufacturers will eventually become festival regulars. Let’s just say that it probably won’t take long before some of those stuffy advertisers come around to the lucrative popularity of sex-tech.

Related:  

Copyright © 2024 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

How History Drives Marketing Strategies Today

Thanks to the efforts of activists, sex educators and members of marginalized communities, products like sex toys, lubricants and adult films have become much less stigmatized, and much more visible and accepted in the public sphere today.

Hail Groo ·
opinion

BAFTA Nominations Highlights Importance of Gender-Neutrality

While the Brit Awards have paved the way for gender inclusivity by introducing gender-neutral award categories, it has recently been confirmed that the British Academy of Film and Television Arts (BAFTA) awards will not follow suit.

Scarlett Ward ·
opinion

How to Explain Wax Play to Shoppers

When it comes to candles in the bedroom, most folks think of them as a great way to create a sexy ambiance. For folks who enjoy wax play, however, candles are also a kinky way to heat things up. While it may sound daunting to the uninitiated — because, you know, fire and hot dripping wax — wax play can be a fun and accessible sensation-play option, as well as an excellent intro to BDSM.

Rebecca Weinberg ·
trends

An Inside Look at the Decision-Making Process of Expert Merchandisers

Buyers in the sexual wellness industry bear a weighty responsibility. They must strike the perfect balance between meeting customers’ demonstrated needs with tried-and-true products, and staying on top of the latest trends — and that is only scratching the surface.

profile

WIA Profile: Catherine Corsaro

As director of product training and information for JO parent company CC Wellness, Corsaro oversees all sexual health and product education from the company’s Valencia, California headquarters, including training new reps who may have never touched a bottle of lube until their first day on the job.

Women In Adult ·
profile

Novum Veteran Executive Team Leverages Expertise to Grow Brand

Novum Brands may be relatively new on the sex toy scene, but there’s nothing green about George Gatziaris and Vadim Daysudov, who together founded, own and helm the business.

Colleen Godin ·
opinion

Al and Michele Harrington Discuss Vision for Pleasure Brand Love Verb

Former NBA player Al Harrington has matched his success on the hardwood with equally impressive accomplishments in the business world, including creating cannabis company Viola. Now, Harrington and his wife, Michele, have expanded their business portfolio with Love Verb, a venture aimed at enhancing couples’ intimacy through a variety of pleasure products.

Quinton Bellamie ·
opinion

A Look at the Benefits of AI for Optimizing Retail Operations

In the ever-evolving landscape of retail tech, staying ahead of the curve is not just advantageous — it’s mandatory for survival. Currently, small-to-midsize retailers face an unprecedented opportunity to leverage artificial intelligence (AI) features to gain an advantage, enhance employee productivity and optimize operations.

Sean Quinn ·
opinion

Boosting Visibility for Female Sexual Dysfunction Products to Overcome Stigma

It is undeniable that sexual wellness has entered the mainstream, and the market is expected to expand. Many of those sales are driven by women, who have become more empowered than ever to buy sex toys and accessories — especially since the COVID-19 pandemic, when a significant consumer uptick made this shopping category more lucrative than ever.

Naima Karp ·
opinion

Tips for Making the Most of In-Store Marketing

When it comes to brick-and-mortar retail, getting shoppers in the door is only the beginning. Once they are inside, catching their eye and getting them to open their wallets is a whole other ballgame — both for retailers, who want shoppers to spend as much money as possible in their stores, and for manufacturers, who want that money spent on their products specifically.

Rebecca Weinberg ·
Show More