The Sex Toy Development Process Explained: Both Science & Art

Sex toys are a recipe for pleasure, and the process of developing a brand-new sex toy is similar to creating the perfect recipe: you need the right ingredients, the exact measurements, more than a little creativity, and the knowledge to make it all come together just right.

We are here with Tim Larson, the co-founder of this site. Tim is a veteran sex toy tester as well as the mastermind behind a great new line of sex toys. He knows every angle of this industry and he’s going to share his thoughts with us today.

The Concept Phase

Every new product starts with an idea, and sex toys are no different. Pleasure products are currently undergoing an Industrial Revolution of sorts, and there is an unprecedented number of excellent devices currently on the market (and even more in development).

Anyone who wants to launch a new sex toy or sex toy brand needs to be very aware of what’s already out there, and have a very clear idea what will differentiate their product from what’s already out there. Have you determined that there is a gap in the market? Have you reviewed customer feedback on review sites and identified a demand that is not being met? This is the first step in the birth of a new sex toy!

The Market Research Phase

But before the design process can begin, companies need to assess whether the concept is marketable. This means understanding consumers’ needs and wants, as well as market trends and what the market will bear. “Market research is like reading recipes before you develop a menu,” according to Tim. “You need to know what people want before you can start creating it.”

Sex toy developers accomplish this through surveys, focus groups, and consumer feedback to determine what features people are looking for as well as what they are actually buying; surprisingly, these are not always the same (or even close). This is a very expensive process, especially for adult products, and it’s one of the reasons why thoughtfully designed sex toys cost so much.

However, by studying the market, trends, and what works and what doesn’t, we can create products that not only meet but also get ahead of consumer demand. It takes a long time to actually get a product to market; what you’re buying today was probably conceived at least 12-18 months ago, so successful developers have to be able to predict where people’s interests are going to go.

Before we launched our own product line here at My Sex Toy Guide, we sent out surveys and collected the feedback. We are all very experienced testers and reviewers so we had a better grasp on this market than many would-be entrepreneurs, but we also knew that we needed to meet the actual wants and needs of the people who we were creating these toys for. This helped us decide which concepts to go forward with.

The Prototype Phase

Once you’ve set your course, designers and engineers work together to create prototypes. Designers focus on aesthetics as well as usability, and engineers ensure that all the mechanics are seamlessly integrated.

It’s a very exciting phase, because it’s where rough sketches evolve into models that we can hold in our hands (and get a sense of how they will feel on other parts of our bodies). Designers use 3-D printing technology to create tangible versions of their ideas.

This is probably the most critical phase. What looks good on paper and seems popular in focus groups does not always translate immediately into a workable, sellable product. Developers often have to produce multiple iterations of their prototypes, tweaking it a little (or a lot) more each time. It is obviously better to do this before it’s put into production, but it’s still often a frustrating and cumbersome process.

The Material Selection Phase

Selecting the materials is another crucial part of this process, especially for products that are going to be used in and on people’s bodies. The 3-D models were necessarily created in plastic or some other polymer, but as we’ve covered extensively, those are not the best materials for sex toys.

Sex toys need to be made from non-toxic, body-safe materials. They should be durable and preferably waterproof as well. There is also a move in the industry to work with ethically produced, sustainable materials. This is both a matter of morality and a strong selling point. Sex toys are a discretionary purchase, and consumers are voting with their dollars these days and choosing to support manufacturers that they feel good about — even if it costs a little more.

In addition to safety and sustainability, developers in this area need to prioritize the sensory experience. Sex toy consumers care very much about how the material feels and how it interacts with their bodies. Texture and flexibility are high priorities here. Medical-grade silicone is probably the most popular choice for premium-quality sex toys because it meets all of those criteria and is also relatively accessible. Tim explains: “Choosing the right materials for the toy is like selecting the freshest ingredients for a meal. You want to ensure that they’re safe, high-quality, and ethically sourced.”

The Mold Creation and Sourcing Phase

After we’ve finalized the prototype (which likely took several iterations) and decided what materials to use, the next step is creating the molds. Mass production depends on molds in order to reproduce the toy at scale — we think that sex toys are expensive now, but they would be many times more costly if each one was individually hand-crafted.

It follows that the more detailed the sex toy is, the more detailed the mold must also be. And detail is something that consumers have made clear that they want in their sex toys. Texture looks and feels very interesting, and experienced sex toy users know that the right angle (as in, the correct angle, not 90 degrees) makes a major difference in hitting the bits that matter. Every curve, ridge, and bend needs to be carefully reproduced in the mold so that the finished product is faithful to the original design.

We also need to source the materials for production, which means ensuring both quantity and quality. Typically, this involves building relationships with both suppliers and the supply chain — and, at the time of this writing, likely also third-party logistics providers who are capable of navigating a constantly changing customs/tariff landscape.

The Testing and Feedback Phase

Now that you have working models, it’s time for some real-world testing. Tim has spent a decade testing sex toys (and he’s even written a book about it); he knows more than almost anyone else in this business about what this entails. “Testing isn’t just about, ‘It works’ or ‘it doesn’t’,” he explains. “It’s about evaluating the entire experience from unboxing to the final use. Every detail matters.”

Just like prototypes almost always go through multiple iterations, product testing is also done in multiple rounds. Feedback from testers drives changes to the product’s appearance or functionality. Designers might need to adjust the strength of the motor or its run time, the softness of the material, or the usability of the controls.

These rounds of testing, feedback, and tweaking are crucial. We want the product to be as good as it can be when it hits the shelves with our name on it. When we launched our sex toy line here at My Sex Toy Guide, we leaned on our already-existing network of highly experienced product testers. They sampled products from each iteration, put them through rigorous testing, and provided the development team with detailed written reports.

Another Testing Phase

We’re not going to put any sex toy on the market until it passes a series of (independent) checks to ensure that the product is safe to use and that it does what we claim it does. This usually includes contracting with a third-party laboratory to test for contaminants, toxins, durability, safety, and more.

Tim acknowledges that, “This stage often feels like a never-ending obstacle course. But it’s a necessary part of the process and it’s one that protects the consumer.” While these tests and any necessary corrections can cause delays in the go-to-market process, they are vital to protect consumers’ health and safety as well as our reputation.

Sustainability: A Growing Priority

We noted above that consumers — and especially Gen Z consumers, who buy a lot of sex toys (61% of Gen Zers use sex toys) — are inclined to spend more on brands and products that are sustainable. Sex toy manufacturers are capitalizing on this trend and using eco-friendly materials (like in Womanizer Premium Eco), reducing waste in production, and finding other ways to minimize their footprint.

Some sex toy manufacturers and retailers offer recycling programs that benefit people as well as the planet, because you’ll usually get a discount on a new toy when you send your used/broken one in.

The Final Adjustments Phase

Once the product is tested and tweaked and tested again, it’s almost ready to go. The final adjustments are usually cosmetic, such as color or packaging. These may seem insignificant, but it’s all part of ensuring a seamless and immersive experience. We want our sex toy to have an identity from start to finish, and since it’s often a little different coming out of the process, we also need to update the branding.

The Big Launch!

It’s time to go to market! After months, or more likely years (remember, this is a very costly process) of development, the sex toy is ready to hit store shelves and online retailers. Marketers will have been working behind the scenes, keeping track of any changes to the toy and monitoring industry trends, and will be ready to launch their campaign. These days, this usually includes social media (both paid advertisements and influencer coverage). They need to highlight why the product is unique and why people should try it, and this is where the research we did in the first two phases pays off.

Tim knows that the launch is just the beginning, though. “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.”

The Post-Launch Phase

The launch is not the end; it’s really the beginning. The development phase is not over. We need to track sales, monitor reviews and returns, and watch for any issues that arise.

Many of the most popular sex toy manufacturers update and release new versions of their most popular toys based on user feedback as well as market trends and engineering improvements. (Currently, Lovense has Lush 4, Osci 3, Edge 2, and Domi 2, among others, on their website.) It is this continuous improvement loop that sets the best sex toy manufacturers above the rest.

Final Thoughts

Sex toys are a wonderful blend of art and science, creativity and technical skill, and above all, a dedication to quality. The development process incorporates all of this and more. When consumers buy from manufacturers and retailers that embrace every step of this evolution, they are benefiting from the cumulative efforts of experts across many different disciplines.

You’ve got doctorate engineers, skilled artisans, laboratory technicians, industrial designers, material scientists, and probably at least one medical professional in bed with you — have fun!

Andy

Andy is a tech analyst covering major industry trends and emerging innovations. With more than 15 years of experience in Silicon Valley, he brings sharp insight and real-world context to every story.