PHE Inc. Awards Adam & Eve License to Evolved Novelties

CHATSWORTH, Calif.—PHE Inc.—the parent company for the Adam & Eve’s lines of lingerie, toys and novelties—has awarded its brand license to Evolved Novelties. Evolved will take over the manufacturing, packaging, branding and marketing of adult toys and cosmetics  for the highly recognizable brand. “We are particularly excited about working on the Adam & Eve license because it’s simply the most trusted brand in adult,” says Greg Alves, president of Evolved Novelties. “They have millions of customers worldwide and a solid reputation with consumers as a brand that caters to both men and women. The couples market is exploding right now, so we’re thrilled to be a part of the quintessential brand in that arena.” Evolved Novelties was founded in 2006 and has become known for its high-quality silicone vibrators and creative packaging. Evolved will create a host of new break-frame designs for Adam & Eve, including men’s and women’s toys, lubes and cosmetics. The company will also continue production of Adam & Eve’s best-selling items, using Evolved’s pharmaceutical-grade formulations and innovative packaging, design and marketing strategies. “Evolved is the perfect home for Adam & Eve,” says Cindy Lutz of PHE Inc. “Their original designs and high-quality manufacturing brings us the comfort level we’re looking for. They understand that we’re all about enhancing intimate experiences, and they’ve got the superior products to back it up.” “Evolved is now in the business of turning Adam & Eve into the ultimate romance brand destination for couples,” says Marcus West of Evolved Novelties. “They are already a huge consumer brand with great awareness equally appealing to men and women, so there’s no limit to what the brand can become at retail. This is a market that Evolved is equipped to address with great enthusiasm.” The new Evolved-backed Adam & Eve products will begin shipping in the fall, with a full spectrum of toys, lubes and lotions available in time for the holiday season.