Feeling playful? Here’s the history of sex toys

In the course of my career as a sex columnist, I’ve seen and tested quite a few things. But the sex toy industry doesn’t cease to surprise me. Right now, I’m holding a «Lelo» in my hands for testing. And frankly, it doesn’t get much fancier than this. The high-quality packaging is on par with a luxury product. After carefully removing the tissue paper, a tear-shaped designer masturbator reminiscent of a perfume flask is revealed. Unlike regular vibrators, the point vibrator «Lelo DOT» relies on elliptical instead of circular movements for clitoral stimulation. This allows you to adjust the intensity individually – all you have to do is change the angle or pressure.

And the men out there have recently been presented with a brand-new toy that’s all about breaking old taboos. With the relaunch of the vibrating prostate massager «Vector+», «We-Vibe» wants customers to explore anal pleasure in a new way. In any case, just like the penis and perineum, the prostate gland has thousands of nerve endings that can produce extremely pleasurable sensations when stimulated. By the way, «We-Vibe» is the company that launched the world’s first couples’ vibrator, which has sold over six million units worldwide to date. It simultaneously stimulates the G-spot and clitoris. Thanks to the remote control option, your partner can have a say in the process.

Why is this relevant? Because it’s been a long journey from stiff plastic dildos to stylish high-tech products. The sex tech industry has grown steadily – and with it the range of products. A current analysis carried out by Galaxus reveals which toys people in Switzerland are particularly fond of: in uncontested first place is the vibrator. How did it get to the pole position? Well, sex toys are by no means a modern-day invention.

In the olden days: stone dildos and bee vibrators

Replicas of phalluses have been dug up in various shapes and sizes the world over. One of the oldest finds was only discovered in 2005 in a cave on the edge of the Swabian Alb. Experts estimate it’s around 2,000 years old.At 19 centimetres, the dildo made of siltstone has pleasant dimensions.

In ancient Egypt, Queen Cleopatra already knew how to help herself: she owned marble dildos and is said to have used a papyrus bag filled with bees for stimulation – the first vibrator, so to speak. Historian Nadine Beck wrote about this in her publications. And the ancient Greeks used an «olisboi» (from the Greek word «to glide»). As far back as the 6th century BC, there existed hollow phallic objects that were filled with warm water.

In the Middle Ages, the Church banned anything to do with the stimulation of the body that wasn’t serving procreation.Only noblemen and -woman were better off in this department. The French called their toys «Godemichè» or «artificial penis» and the Italians referred to them as «dilettos» – a term derived from the Italian word for «glorious».

Hysterical? A likely story: the 19th century and its vibrators

Ecstatic states had their heyday in the 19th century. But not in a good way. At that time, paralysis, sensory issues, fainting, hallucinations, theatrical behaviour, malice, and the need for attention were considered the most common causes of so-called hysteria (from the ancient Greek word «hystéra», meaning uterus. It was long believed that the disorder was located in the abdomen).

This «condition» was used to generate a negative counter-image to the well-behaved, bourgeois women who had committed themselves to the Victorian morality that was widespread in Europe at the time. According to movies such as «Hysteria» and countless online sources, it was Briton Joseph Mortimer Granville who, in 1883, invented the first battery-powered vibrator (shortly after the American version, which was powered by steam) to treat hysteria.

A great story, apart from the fact that it’s not entirely accurate, as medical historian Sarah Scheidmantel points out. She’s doing her doctorate at the University of Zurich on vibrational massage around 1900 and proves: Granville’s innovation was used on men and women alike to relieve nervousness, rheumatism and gout. But it didn’t take long for the «misappropriation» to kick in – the rise of the vibrator had begun. Disguised as a medical device, it was heavily advertised in magazines right up to the 1930s as a remedy to ease tension and maintain female beauty.

The post-war period and beyond: silicone, sleaze and sex stores

First came (hard) plastic, then relief. With the invention of silicone, dildos and vibrators became a lot more pleasant to use. But when it came to marketing, the manufacturers went down very different paths. The unassuming «massage wand» advertised in the catalogue issued by German mail order company Otto sold by the millions. The advertising photos depicted ladies mischievously holding the wand to their necks. It seems the sexual revolution of 1968 didn’t have that far a reach after all.

However, with the introduction of the «Hitachi Magic Wand» that same year marked a turnaround. What started out as a device for muscle relaxation, completely unexpectedly turned into the world’s most popular vibrator. Its breakthrough is owed to Dell Williams from the US. She wanted to purchase the massage device from a department store but was interrogated by the salesperson about how she planned on using it. Outraged but motivated, she founded «Eve’s Garden», the first sex shop run by women for women in her hometown of New York City.

Meanwhile, Europe’s greatest pioneer in the erotic industry is probably Beate Uhse. Already in the post-war period, this German entrepreneur and pilot became the trailblazer of sexual enlightenment and founded the first erotic company in the world. This meant you could now order vibrators, dildos and the like discreetly from mail-order companies. Or be open about your endeavour and go to a «Beate Uhse» store. Older generations probably remember those flesh-coloured mega-devices laced with artificial veins. in 2017, the group went bankrupt. The suspected cause of its corporate death? The internet and the ever-increasing competition on the sex market. These days, society has (almost) stopped categorising these things as sleazy.

De-phallusation and eco-toys: from present to future

While sexual liberation made sure dildos and vibrators became lifestyle products, feminism made sure they needn’t necessarily look like penises. When it comes to shape, colour and function, the sky’s the limit. However, one milestone should not go unmentioned at this point. Clitoral stimulation by means of pressure waves or so-called lay-on vibrators. In 2014, Bavarian inventor Michael Lenke laid the foundation for the legendary «Womanizer» and all its successors.

The guaranteed orgasm is achieved without penetration or vibration. Instead, it's achieved through gentle sucking, which feels very similar to oral sex. Pop singer Lily Allen talked about her experience with the «Womanizer» in her autobiography «My Thoughts Exactly» and became a brand ambassador. And she’s not the only one being open about these things. Model Cara Delevingne is the co-owner of the sex toy brand «Lora DiCarlo», and actress Dakota Johnson joined the sexual wellness company «Maude» as an investor and co-creative director.

Which brings us to the present. Today, the range of products is far too big to cram into a report without it being outdated the moment it’s published. However, that doesn’t mean we can’t take a wee glance into the future. There are thousands of great innovations including app-controlled tele-dildos and increasingly precise vibrators in all imaginable shapes and with various specs. What’s more, eco-friendly sex toys, i.e. rechargeable toys made from low-impact, recycled materials, are going coming on strong. They’re a future-proof way of indulging in self-love with a clear conscience.