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LAS VEGAS, United States (AFP) — At the 2019 Consumer Electronics Show, the Consumer Technology Association, which runs the expo, stripped the Ose massager of an award for innovation, saying it was disqualified for being “immoral,” “obscene” and “profane.” After an uproar, the CTA reversed itself and returned the prize to Lora DiCarlo, the company which manufactures the sex toy.

“Sex tech” is testing the waters this year.

“Sexual wellbeing company” Satisfyer displays vibrators and Ben Wa balls alongside mini vibrators shaped like ice cream cones.

The company has gained attention for its pressure wave technology used for clitoral stimulation, and has plans to launch a smart phone app for controlling sex toys, in particular by using voice commands.

Elsewhere on the showroom floor, Gerard Escaler, chief marketing officer at Lovense, explains how a male “masturbator” works. The tubular objects have internal sleeves and are pink when intended for straight users and translucent for gay users.

The Hong Kong-based company also offers several Internet apps for use in long-distance relations — with a partner or with online erotic performers like “cam girls” who sell access to live web video.

Lovense also is developing a virtual reality game for the male sex toy with female characters. Visitors have to imagine the contents, however, since the imagery, even if artificial, is not allowed during the consumer expo.

The “sexual wellbeing” industry could swell to nearly $40 billion by 2024, according to a forecast from market research firm Aritzon.

Without the storm it created last year, the $300 Ose vibrator might not have taken off quite the way it did.

Lora Haddock DiCarlo, founder of the eponymous company which produces the $300 Ose vibrator, said they hit their yearly sales goal in five hours during a November presale wherein she rode aboard a transparent mobile showroom plying the streets of Las Vegas during the show.

While very pleased with the sales, the roving booth, like a fishbowl on wheels, displayed the catch phrase: “The pleasure is all yours.”

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