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Developing a brand new sex toy is similar to making the perfect recipe—you need the right ingredients, exact measurements, and a pinch of creativity to make it all come together. But what really goes into making a product that’s both pleasurable and practical? Let’s get into the journey of the the sex toy development process with insights from veteran tester and seller Tim Larson.
The Concept Phase
Every new toy starts with an idea. Sometimes it’s a spark of inspiration from a gap in the market while other times it’s from consumer feedback where the demand is clear. As Tim Larson told me, “Innovation starts with asking, ‘What would make this better?’ or ‘What’s missing?’ It’s about imagining the experience from the user’s perspective.”
Once the general concept is set, designers and engineers get together to start sketching out prototypes. I like to call this phase where creativity meets practicality. Designers go for aesthetics while engineers focus on the mechanics—ensuring everything works behind the scenes. This is where the first tangible steps are taken and the sex toy comes to life.
The Market Research Phase
Before the design process even begins, companies do extensive market research to understand consumer needs, wants, and trends. This important (but often overlooked) step ensures the product will resonate with the target market and fill a gap in the market. “Market research is like reading the recipe before you start cooking,” says Tim Larson. “You need to know what people want before you can start creating it.”
Consumer feedback, surveys, and focus groups are key in this phase. Manufacturers use them to see what’s selling, what features are popular, and what consumers are asking for. By staying on top of trends they can create products that not only meet but anticipate consumer demand (note: market research is expensive and that’s a big why many sex toys are expensive).
For example, before we here at My Sex Toy Guide launched our own product line, we sent out surveys and collected the feedback. Once we understood what our readers were asking for, we decided what concepts we should implement next.
The Prototype Phase
Prototyping is where the magic happens (or at least where it starts to) and where the rough sketches turn into 3D models. Using advanced 3D printing technology, designers can create physical versions of their ideas, test how they feel in the hand, how they function, and of course, how they pleasure.
According to a recent study on the product development process, this is the critical phase. I usually say that it’s not just about looks but also about materials being body-safe and durable. “When testing a prototype,” says Tim, “I’m not just thinking about the immediate sensation but long-term use—how will it hold up over time and will it be enjoyable for different types of users. That’s how you get repeat customers.”
But this is also where many ideas fail. What looks good on paper doesn’t always translate into a working product that you can sell. Changes (also called iterations) are made, sometimes several times, before the prototype is ready for the next step.
The Material Selection Phase
Material selection is another key part of the process. This is especially important because manufacturers must choose body-safe, non-toxic materials (silicone is the most popular choice) that are durable and comfortable. And increasingly there’s a focus on sourcing materials ethically and fair labor practices in manufacturing. “Choosing the right materials is like picking the freshest ingredients for a meal,” says Tim. “You want to make sure they’re safe, high quality, and ethically sourced.”
In addition to safety and ethics manufacturers also consider the sensory experience—how the material feels, its flexibility, and how it interacts with the body. So the final product not only performs well but also pleases.
The Mold Creation & Sourcing Phase
Once the prototype is finalized the next step is creating the molds. Molds are crucial in mass production as they allow the toy to be reproduced at scale. The process of creating the molds requires precision—every curve, ridge, and detail of the toy must be captured exactly so the final product matches the original design.
Sourcing materials for production is another important step. Manufacturers need to ensure they can get the materials in large quantities and maintain quality. This often involves building relationships with suppliers and navigating the supply chain. “The quality of the final product is tied to the quality of the molds and the materials used,” says Tim. “It’s like making sure the kitchen tools are as good as the ingredients.”
The Testing and Feedback Phase
Once the prototype is working it’s time to test it—and that’s where people like Tim Larson come in. As a professional sex toy tester (he even wrote a book about his job), Tim’s job is to put these products through their paces. “Testing isn’t just about saying, ‘It works,’” he explains. “It’s about evaluating the entire experience—from unboxing to the final use. Every detail matters. You can read all about it in my amazing book *wink wink*”
Testing is done in multiple rounds with feedback from testers guiding further changes. Designers might need to adjust the motor strength, the material softness, or rework the controls for better usability. This feedback is crucial so that by the time the product hits the shelves it’s as good as it can be.
For example, when we here at My Sex Toy Guide launched our products, we used our already existing network of product testers. They received the products from each iteration, put them through rigorous testing, and sent test reports to the development team.
The Regulatory Phase
Before any product can be sold it must pass a series of regulatory checks. These ensure the toy is safe to use and all claims made by the manufacturer are true. In many cases, this means independent lab testing for harmful substances, durability, and more.
“This stage can feel like a never-ending obstacle course,” says Tim. “But it’s a necessary part of the process—one that protects the consumer.” These hurdles can sometimes cause delays but are crucial to ensure the final product meets all the requirements.
The Final Adjustments Phase
Once the regulatory hurdles are cleared, the product goes through its final adjustments. This might be small changes like color or packaging based on marketing strategy. It’s a fine-tuning process to make the product as appealing as possible to the target market.
Tim says, “By this point, the product is usually pretty good. The last tweaks are about making it shine so it stands out on the shelf or online.” Whether a unique feature or a small design change, these are the final touches before mass production.
The Big Launch!
Finally the product is ready to launch! After months or sometimes years of development, it’s in the stores or online. Now the marketing campaign can start and the product’s unique selling points are highlighted and why you should try it. For the manufacturer, this is the moment of truth—the culmination of all their work. (And a lot of sleepless nights!)
But as Tim says, the launch is just the beginning. “The real test comes when the customer uses it. Reviews and feedback will tell you if you’ve got it right—or if you need to go back to the drawing board.” (one single one-star review can totally sink a product, trust me).
Sustainability: A Growing Priority
In recent years, sustainability has become a growing concern in the sex toy industry. From using eco-friendly materials (like in Womanizer Premium Eco) to reducing waste in production manufacturers are finding ways to minimize their footprint. “Sustainability isn’t just a buzzword—it’s a responsibility,” says Tim. “People want products that feel good, inside and out and that includes being kind to the planet. And that’s a good thing.”
Many companies now offer recycling programs for their products and some are even looking into biodegradable materials. This meets consumer demand and helps the planet too.
The Post-Launch Phase
The development process isn’t over even after a product is launched. Now manufacturers monitor sales, reviews, and other issues that arise. In some cases, they might even release updated versions based on user feedback. This continuous improvement loop is what keeps companies ahead of the game in the ever-changing world of sex toys.
“It’s a never-ending cycle,” says Tim. “You’re always learning, always adapting. What worked a year ago might not work today so you have to stay nimble.”
Final Thoughts
I like to say that sex toy development is as much an art as it is a science. It requires creativity, technical knowledge, and a dedication to quality. From concept to product every step counts in creating something that meets and exceeds expectations.
For those behind the scenes (like Tim Larson) it’s a journey worth it. “There’s nothing like seeing a product go from an idea to something that makes such a big difference in people’s lives,” he says. And for the consumer, it’s nice to know that each product has months if not years of development behind it.
Happy vibing!
Rachel
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