The founder and chairman of one the world’s most well-known adult toy company, Ethan Imboden, was designing various luxury items including furniture, cell phones and footwear for some of the biggest companies in the world including Nike, Motorola and Herman Miller. When he finally decided to turn to adult sex toys, he had only one thing in mind. He wanted to turn this so called taboo gadget into a standard lifestyle accessory that would not be out of place in your everyday bedroom.
Imboden has been named the Adult toy King and even the “Steve Jobs” of adult novelty toy industry. Ethan has mentioned that he is not entirely comfortable with this title but can understand the motivation behind it.
Before Jimmy Jane became a household name, the world of sex toys was characterised by low grade adult toys, sold in seedy shops in dark alley corners. He took hold of the industry by rethinking the idea of novelty toys, introducing holistic and intuitive designs to the pleasure toy market. Adult toys made by Jimmy Jane have been compared to the iPhone when it first made its appearance on the smart phone market. Similar to iPhones, this new brand literally up-upended the whole market by introducing their evolved sax aids. Instead of making hundreds of sex aids like other companies, Jimmy Jane focused all their work on bettering their design and the consumer’s experience whether looking at the toy or using it.
Ethan is aware of the fact that people are drawn to high-end electronics that have been designed with the consumer’s need in mind. In the same way that a client will wish to purchase the newest smartphone or iPad, high-end adult novelties and toys are also becoming something of a must-have.
In a recent interview Ethan mentioned that after years of designing various devices from footwear to electronic toothbrushes he was ask to attend sex-toy trade show. He found himself fascinated by the concept of adult toys, and wanted to understand what was currently on the market. After examining most of the adult toys on hand, he immediately realised that there was a big need for something different and a need for a better sexual experience. “I immediately realised that there was this gap between what people wanted and what was currently available. Everything that was on show was by technology standard incredible crude and after investigating the issue further I realised that most of these toys were mass-produced or for me just plain scary-looking”.
“When we started I wanted to remove the crude aspect from all the toys we would be designing and would concentrate on technology and design. Our main task when we started marketing out toys was my need to widen the gap between the use of sex toys and for example porn stars. To be honest, porn stars have almost nothing to do with vibrators, but most toy companies persist with the concept of displaying these actors and actresses on the cover of their packaging”.
“For this very reason we also decided when we designed the luxury gadgets that we would avoid any resemblance to actual parts of the male or female anatomy. To avoid this stigma we focus all our efforts on user-experience, we wanted the toys to be about the person and not the object, so we moved away from any anatomical designs and forms that resemble anything”.