We-Vibe's success thanks to Fifty Shades of Grey, no thanks to imposters

Standard Innovation Corp., Ottawa makers of the best-selling We-Vibe, plan to double the size of their research and development team as sales are projected to reach $40 million this year. Chief executive Danny Osadca credits the book Fifty Shades of Grey in part for the newfound societal openness around sexuality that has fueled the sex toy’s success.

“This Fifty Shades of Grey is creating an environment where it’s OK to talk about it,” said Osadca. “All of a sudden its OK for people to talk about sexual health. Drugstores are carrying our product.”

But imitation is the sincerest form of flattery, and copycats of the We-Vibe are still popping up in US stores and bringing the company into legal battles to protect its patent. Standard Innovation’s complaint against Lelo Inc for its product called the Lelo Tiani, which bears a striking resemblance to the We-Vibe, goes to court later this month.