We recently had the pleasure of talking to the folks at LELO about a variety of subjects pertaining to the adult toy industry:
Thanks so much for taking the time to speak to me today! I understand that LELO was founded by designers Carl Magnuson and Eric Kalén, and engineer Filip Sedic. The streamlined aesthetic and innovative functioning of your toys makes the contribution of these forward thinking minds no surprise to me. Can you tell me how the idea to form LELO came about?
As the story goes they all met at an art exhibition here in Stockholm and soon the business concept LELO started to take form. All of them had noticed that there was a gap in the market for well designed sex toys and there for found a mutual interest. Well designed did not exist at that time when they met in 2003. Eric, Filip and Carl all carried the same view and belief that women and their partners where interested to own and purchase a sex toy that had the same quality as all other electronic products you surround yourself with daily. Eric Kalén the designer started with intensive studies of product design, Carl Magnuson created a visual branding of LELO with his unique graphic design and Filip Sedic; the mastermind behind the technology and intuitive interface started working on LELO’s vibrations. 3 of them formed a unique mix of 3 entrepreneurs and started working towards a goal- To make LELO one of the leading companies in the industry of sex toys design and to be their own producer with full control of the process in quality and security while producing LELO pleasure objects.
It’s obvious that a great deal of thought is invested in the design and engineering of your products. Can you explain the design process and the gestation time from drawing board to incredible toy?
The extensive research around the material, technique, health factors and environmental concerns always takes a while and is a very important phase when designing a sex toy. Our designer start with research and starts creating his design process with a hand drawing , then he moulds a form in clay, then the CAD engineers together with the design team creates a drawing for the production. Approx a design process can take around 1 month – 1 year to finish. All details, technology packaging etc… has to be perfect on the day of the product release.
By offering a luxury brand, do you feel that you are inspiring people to try an adult toy who may otherwise shun the idea?
Our luxury objects in our LELO LUXE collection are like jewelry pieces and eye opener for many people. To make something that in history has been looked down upon or not socially accepted very beautiful and expensive has been our concept with the luxury products…. Something to dream about and long for ” a perfect engagement gift or anniversary gift!.
LELO has received a lot of love from mainstream media publications. Does their acceptance of bedroom toys surprise you? If not, why? Why do you think LELO has won their attention?
When we released our toys in 2005 -2006, Sex in the city and other TV series had brought the attention to women’s sexuality and sex toys. Working with PR for LELO Globally since 2006 I noticed in the beginning the “design and Luxury” aspect was the most important feature to promote and caught the mainstream press attention., however the trend has developed towards articles around well being and benefits for women to achieve orgasms. So today the technique, design and environmental aspects become more and more important in the media.
I understand that LELO created a short film featuring its LUXE line that will be shown during intervals of the upcoming Cannes Film Festival. Can I go with you? 
We would love for you to join us. Correct it’s a film based upon a still image and made in to a elegant animation…it’s up on our website at www.lelo.com
Your ultra-decadent LUXE line of pleasure objects are crafted of 18K gold plate or stainless steel. Are they as much fun to play with as they look? How is the user experience enhanced by these precious metals? I imagine that the manufacturing process must be quite different for the LUXE line?
The user will feel a hot and cold sensation, the weight is also different than our silicone toys and packaging gives it a special luxury vibe….but the vibration is the same as our in our Femme and Homme collection.
Do you think that the apparent increase in popularity of toys for men is a result of more couples enjoying dual play?
Yes and that it’s much more accepted today to own a sex toy and that mainstream media reviews sex toys. Bo our cock ring got best in test here in Sweden in a daily magazine very recently for example…We and our retailers in Sweden have had great sales on BO since that review. In the test it was recommended as a dual play toy!
How do you see the sex toy business evolving over the next few years? Customers will demand well designed products. I believe sexual health and pleasure will play a big part in the evolution… Can you indulge us with a little taste of what’s in the works at LELO? Any new delights to look forward to?
Many upcoming products in 2009 and spring 2010, so exciting times for our customers. More news later this summer…About another vibrating toy …for couples to enjoy!
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Nice little interview, very interesting – thanks.