Crushin’ It With Candies

This article originally ran in the Fall 2019 issue of Intimate magazine. Click here to see the digital edition. Candy is a popular treat that can sweeten sales year-round in any retail environment, and adult stores are no exception. So in honor of Halloween, we’re sampling some of the best that manufacturers can offer, and adult-themed candies can help retailers earn profits year-round. Manufacturers are giving retailers innovative ways to satisfy the sweet tooths of customers, and the offerings have come a long way from just a penis-shaped sucker. (Though penis-shaped suckers are still all the rage.) Pipedream Products was among the first companies to offer candy items, particularly in its Bachelorette line. Pecker Sprinkles, Candy Pecker Pacifier ring suckers, Jolly Pecker Pops and more are staples of the line and remain best sellers. Other ranges from the manufacturer—including BJ Blast and Comfortably Numb, both of which are designed to enhance oral sex play—continue to be hits as well. “Pipedream is always evaluating SKUs to ensure that it’s offering customers the most sought-after edible items,” said Sunny Rodgers, a certified sex educator and the resident sexual health and wellness educator for Diamond Products, parent company of Pipedream Products. “The company has had popular lines like BJ Blast and Comfortably Numb in its product line for years and is actually looking for expansions to the category versus cuts.” Some of the Hott Products items on display at the July ANME show (photo by Rick Garcia). Another longtime vendor of confectionary goods, Hott Products, offers a wide selection. With more than 100 types of edibles or candy-based products, Hott Products has established itself as a leading source of sexy sweets. Among the Hott items: the ubiquitous candy G-string and candy bra. Other edible sexy wear includes a candy garter, candy nipples tassels and candy cuffs. But it’s not limited to “sexy candy” at Hot Products. The manufacturer also creates items with a sense of fun and novelty: Blow Job Gum, Bodylicious Edible Body Paint Pens, Candy Condom Pops and Cum Shots Marshmallow Candy. When it comes to gifts and novelties, not many do it better than Seattle-based Kheper Games. Though the manufacturer is known mostly for its adult party games and unique barware items, Kheper has branded into the world of edibles more lately, including the release of GumBALLS and Edible Pasties. “Suckers seem to be the most popular for us but our edible pasties for the holidays are really popular as stocking stuffers,” said Brian Pellham, Kheper’s CEO. Poppin' Rock Candy is a new product from Rock Candy Toys. A newcomer to the edibles game is Rock Candy Products. Though the company names suggests otherwise, the manufacturer to this point has only created sex toys inspired by the bright colors and fun names of candy. Earlier this year, however, Rock Candy debuted the Poppin’ Rock Candy, an exploding oral sex candy. “We spent the majority of 2018 testing the market to see what really resonated with customers, and the product that received the most attention was definitely our Gummy Vibe (a mini bullet that has a realistic gummy bear silhouette),” said Casey Murphy, head of marketing, PR and product education for Rock Candy Toys and its sister brands. “Just about every time we attend a consumer-driven event, customers will flash a huge grin and exclaim, “Oh my gosh!!! Can you eat it?!’ That statement is normally followed by, ‘Do you have any products that are edible?’ “Based on that level of excitement and intrigue (retailers and distributors included), we decided to roll out Poppin’ Rock Candy,” she continued. “It was a seamless addition to Rock Candy’s brand identity—and given the impulse-purchase strategy that coincides with our marketing and merchandising, we knew it was going to be a big hit (and an effortless upsell for store staff).” So far, Murphy said, Poppin’ Rock Candy is a hit with retailers. With bright packaging—much like other products offered by the manufacturer—Poppin’ Rock Candy also comes in unique flavors. “The flavors are unique to Rock Candy. Our team taste-tested a LOT of exploding candy during the development process, and we settled on a total of six original flavors between the Fruit Stand (Atomic Apple, Sexy Strawberry and Sparkling Grape) and Soda Shoppe (Crackling Cola, Orange Creampop and Vanilla Blast) countertop displays. Everyone on the team has their favorite flavor, but Orange Creampop is the one that seems to be the biggest crowd pleaser thus far,” she said. While manufactures offer their confections year-round, there are times retails can expect to see increases, Rodgers of Diamond Products noted. “Pipedream’s edible products do well throughout the year, but there is a definite spike in sales during holidays like Christmas and Valentine’s Day,” she said. “We do have edible pasties specific to Christmas and Valentine’s Day, but the Beer, Cherry and Strawberry styles sell year round,” Kheper’s Pellham told AVN. “The Rainbow Dick Suckers were hugely popular for summer Pride celebrations. Everyone chews gum, so our GumBALLS and Laid! gum are great impulse buys. Why not chew an adult brand vs. a mainstream one? They are great add-on items. Customers may not be looking for them, but they are inexpensive and easy impulse buys,” Pellham added. “Why not increase each customer’s orders by a couple bucks?” In addition to the more “romantic” holidays, some items are perfect to stock during the summer months for wedding season. Pipedream’s Bachelorette line offers edibles—many with a penis theme—with packaging and branding that makes them easy to find and sell. But the company can help retailers stock throughout the entire year. “Although the company’s bachelorette-branded items sell mostly during wedding season, Pipedream offers plenty of other non-bachelorette edibles that are day-in and day-out sellers,” Rodgers said. “Most retailers stock edible items year-round in order to capture other events like Ladies’ Nights and birthday parties.” Pipedream Products’ Rainbow Pecker Pops display case, a perennial favorite for bachelorette parties. Retailers who are not yet stocking some form of edibles are leaving money on the table, many manufacturers’ reps said. “Edible items serve as a perfect add-on/up-sell for retailers,” Pipedream’s Rodgers said. “These candies are fun and offer an easy entry point for customers to try something new. Edibles are usually inexpensive and are a great complement to customers’ purchases. Nothing goes better with Pipedream’s Oral Sex Dice than a packet of its oral sex candy, BJ Blast! Just by pairing a toy with an edible, a retailer can create a true experience for its customers. “Edible items are a great way for many couples to start a conversation about what else they may like to try,” she added. “If edible panties make ‘date night’ a success, then let customers know that remote-controlled panties could be an exciting next step.” The reps all agreed stocking candies and other edibles for the first time is enough to make any retailer a bit nervous, but all said the benefits outweigh the concerns. “So many consumers connect with candy on a genuine and psychological level almost instantly—regardless of gender, budget or experience level,” Rock Candy Toys’ Murphy said. “Adult candy takes a very familiar concept and puts it into a ‘grown up’ container, where you can ‘have your cake and eat it too,’ so to speak. The time-honored candy shop experience, and other cherished parts of youth, seem to slip away as time goes by; so the combination of sex and candy really lights up consumers because they can re-live that nostalgia. Mainstream stores like Spencer’s and IT’SUGAR have jumped on the adult candy train and it seems to be working really well for them. Also, the ‘bubblegum at checkout’ theory is something that will always remain to be true—whether it’s a candy bar or a packet of popping candy. It’s so easy to toss in the shopping cart without much thought, because price points are accessible for just about everyone. At the end of the day, candy isn’t the main course, or even a side dish to foreplay and sex, it’s simply a fun garnish! Candy items appeal to the couple who wants something quick and fun that will sweeten up their routine. Ultimately, offering candy items in-store isn’t just about the sale—the sale is a by-product. Curating a product selection that sparks happiness for customers is what facilitates the sale, and keeps people coming back for more.” Rodgers said there’s essentially no reason retailer shouldn’t be stocking some form of candy or sexy confections. “Edibles are a must-have for every retailer,” she said. “Candy-based items are year-round sellers and not just for bachelorette parties or wedding season. Edibles are a fun and easy way for couples to start to experiment with other sexual play. Pipedream has recognized this need by offering perennial best-sellers like BJ Blast, Comfortably Numb and Gummy Panties in addition to its traditional bachelorette-focused edibles like Pecker Candy Rings.” As for displaying edible items, Kheper’s Pellham offered some simple tips. “They are impulse buys and should be by the register or easily spotted in the front of the stores otherwise,” he said. “Don’t combine them with bachelorette items or games, or people might not notice them. Fishbowls or display bins work great for the smaller suckers and gum items.” Murphy of Rock Candy Toys noted the sky is the limit for retailers when it comes to stocking, displaying and selling candy items. “There are so many avenues for creativity with adult candy! It’s space-efficient, budget-friendly, can be cross-merchandised throughout different sections (or have its own designated section), and it ties into so many holidays! Halloween, Christmas, Easter, Valentine’s Day—the list goes on!” Murphy said. “This allows retailers to get really innovative with merchandising and sales. For example, putting together Easter baskets with all-edible items and including an egg-shaped vibrating bullet. X-rated stockings during the holidays. Unique product bundles are where it’s at—you’re doing the work for the customer who wants a fun gift, or a variety of new things new to try but doesn’t want to wander around the store looking or asking for ideas. It removes the guesswork and provides something that marketplaces don’t. Those ideas can also be turned into in-store events to bring in foot traffic. “Carrying candy pleasure items however, does come with a level of responsibility that every retailer should be cognizant of,” she added. “Staff should be equipped to educate consumers on how (and how not) to use products that contain sugar, whether it’s Poppin’ Rock Candy, or a bottle of flavored lubricant.”