BURBANK, Calif. – Diamond Products subsidiaries showed off a bevy of new items during ANME earlier this week. Sir Richard’s Condom Company may have offered the most intriguing products, simply because the company has branched out of condoms and into complimentary items including waterproof toys and lubricants to go with them.

Not to be left in its sibling’s shadow, Jimmyjane — which already manufactures toys — debuted Ascend, an entirely new line of flexible vibrators. The company also added to its existing Form, and the Live Sexy Intro collections.

“People were really happy to see Jimmyjane moving forward in all directions,” said Robert Rheaume, president of both Jimmyjane and Sir Richard’s. “With the new addition of Ascend, we have a mid-tier product range in the $80 to $100 arena. At this show we wanted to demonstrate Jimmyjane has something for everyone.”

The Live Sexy line added the Intro 8 rabbit vibrator, two new pH-balanced lubricants and Breathe Me solid perfumes. The new Form 6 Heat, which heats up to 104 degrees Fahrenheit, drew oohs and ahs. The latter will be released in time for the holiday season.

The new Ascend line really stole the show, according to Rheaume. Visitors were especially impressed with the power and versatility of each product, which differs from typical vibrators because each item is flexible, lending itself to many unique uses.

Sir Richard’s debuted its new male vibrator line, Element, which will release in the Fall. The company also debuted lubes and potions, creatively branded with a cheeky, randy approach to men’s products.

“The response to Sir Richard’s new stuff was incredible,”  Rheaume said. “This line was all about spotting a missing niche in the market and the creative execution was paramount. We wanted it to be fun and unlike anything out there, and people took notice.”

Sir Richard’s now addresses every area “below-the-belt.” The goal was to create options within the men’s toy area by adding a complete collection consisting of the Element MS (masturbation sleeve), PM (prostate massager) and CR (cock Ring). All of the new products are waterproof and rechargeable, have multiple speeds and modes, and were designed from scratch after careful analysis of the men’s market.

The new consumable debuts included Slick Dick’s Better Than Spit lubricants, Guy Grease solid body fragrances, Soak N’ Stroke water-resistant lubricants for the shower and Champion Oral Sex Spray.

In addition to Jimmyjane and Sir Richard’s, Diamond Products is also the corporate parent of Pipedream.