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When people don’t have the money to go out, they stay home (and use their sex toys). While monetization in some aspects of the adult industry has started to decline, such as porn, businesses selling toys have seen steady growth. This trend is due to increased commercialization, changing perception, and availability to purchase items both in-store and online. The Germany sex toys market held the second largest revenue share in Europe in 2023, owing to the high adoption of sex toys among consumers. Around 52% of adults admitted to using sex toys during partnered sex while 45% of adults used sex toys for masturbation. Sex toys are perceived as an important tool for sexual enhancement by German men and women.

Even the “solo” shoppers can fall into different categories, like those purely seeking please, those exploring their limitations, and those healing from traumatic experiences. That said, there are many different potential customer profiles that your branding can seek to target. Due to the popularity of the Fifty Shades trilogy, sex toys mentioned in the books saw a sales increase of 400 percent.

If you plan to use images or videos in the marketing of your sex toy business, you should familiarize yourself with laws pertaining to such. On the other hand, if you’re creating images and/or videos, you may want to consider following the same guidelines for business in the adult industry, such as pornography or phone sex. These guidelines require you to obtain a government-issued photo ID verifying the age of anyone you employ in the adult industry. In the case of an audit by law enforcement, you may need to produce said verification.

“While butt plugs are about creating a sustained sensation, anal beads are generally about one moment and movement,” Wolfe says. Stretchy, adjustable, and stainless cock rings are often designed to go under the scrotum, too. There’s also double-strap strap-ons, which are designed to be worn by people with penises. There’s a hole for the penis and a second one for the base of the dildo.

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