Swedish erotic toymaker LELO has traditionally designed luxury sex toys for women. But the company, which according to its website sold 10 million products by January of this year, now has a new focus: guys.
LELO has started a small line of male-catered prostate massagers. Its latest, the “LOKI Wave,” is promised to be the “most innovative prostate massager on the market.”
The LOKI Wave has a distinctly “come hither” motion to its battery-powered bulb, and is being branded as the premier in LELO’s small-but-growing male toy lineup. Costing a steep $219, the toy may seem like a strange item to market to an audience that many would believe is mostly female. But LELO has done its homework, and recently reported its sales data for its prostate massagers, and found that guys everywhere are buying.
Where in the world do guys like a prostate massage? The numbers are in. New York City tops the company’s U.S. sales, accounting for 27 percent of all prostate massager purchases. However, the most sales per capita was in Miami.
LELO analzyed other data as well: in Miami, most guys that purchased prostate massagers were over 50, while in Las Vegas, 70 percent of sales were by guys under 35.
Guys in San Francisco were seven times likelier to purchase a prostate massager than guys in Los Angeles. And since male sex toys can still be purchased by women, Salt Lake City women made up 66 percent of male prostate massager sales. While in Chicago, most guys bought their prostate massagers themselves.
That's just the United States. LELO found that guys in the United Kingdom are more likely to buy prostate massagers than guys in the U.S. Analyzing the number of page views on the company's blog posts and info pages, LELO found that guys in Australia are very interested in prostate massagers but do not buy them — they just linger on the web reading about them. Sales in Australia remained noticably low.
In Italy, the company found that that the older you are, the more likely you are to buy a prostate massager, while in France, higher sales come from young people.
Germany — birthplace of Pjur lube — ranked third in the world for prostate massage sales per capita, the vast majority of them purchased by men.
Many sources, including Livestrong and Natural News, claim that prostate massage has many positive health benefits for men. LELO's own sex and dating blog, Volanté, has several articles on the assured health benefits of prostate stimulation, claiming primarily that it reduces the chances of prostate cancer, which according to the Centers for Disease Control and Prevention is still one of the leading causes of death among men of all races in the United States. In 2012, the last year data was taken, 177,489 men in the United States were diagnosed with prostate cancer.
Which means that LELO may be doing more than bringing high-end assplay to dudes. With names like “Hugo,” “Bruno,” and “Billy,” LELO's male sex toys appear to be selling globally. “Fully waterproof and with adjustable power across 10 stimulation modes,” its website reads, “The LOKI Wave will beckon you to the most intense and memorable orgasms of your life.”