Tenga (company)

Design and functionality

Tenga does not design their products as a replacement of human vagina. Erotic or sexual imagery are deliberately avoided in the product design and advertising.[3] The products and their packaging are designed by a consumer goods stylist retained by Matsumoto. They typically feature solid colors of red, white, black, or gray, and have been described as "stylish" and as "Apple of the sex toy industry." The design reduces embarrassment for potential customers. One of their product "Rolling Head Cup" exemplifies the disconnection of the stimulatory function from appearance or simulation of ordinary sexual activity. The bellows in the middle allows for the top of the product to be swiveled around in a movement that is not analogous to sexual intercourse.

Due to its functionality, the product "Tenga Cup" is the most recommended product among 30 masturbation cups.[4] Tenga Cups are equipped with a valve to control the internal pressure of the unit when inserted. A vacuum-like atmosphere can be created, which creates suction on the penis.

The interiors of Cups, Eggs and Flips are fabricated using elastomer;[5] with the 3Ds using an Ag antibacterial form of that material.

Sales

In the lineup's first year (2005), 1 million units were sold. Since then, cumulative sales have reached 19 million units of masturbators sold worldwide (as of 2012). Japan accounts for about 80% of the sales, where 13,000 units are sold daily. Tenga is a relatively well-known brand in Japan for a masturbator, with its brand recognition rate exceeding 55% among males in their 20s, and approximately 47% among males in their 30s.

The remaining 20% of the sales are divided among 41 other countries,[6] most prominently the United States, Spain, and China. Counterfeit products which resemble Tenga have been reported in China, ranging from products which only mimics the color and tone of the original package design to a product that is virtually indistinguishable from the original.

Range

Tenga Cup

Tenga's signature single-use disposable masturbation toy with vacuum suction functionality, shaped like a cup. It comes in several different varieties featuring different textures and levels of firmness.[7]

Tenga Flip Hole

A reusable masturbation sleeve and case, which includes similar vacuum functionality to the disposable cups. It comes in four different colors; white, black, red and silver. Each color offers a different sensation with different inner sleeve lining. The flip hole uses a clamshell design with the intent to be easy to use and clean, including the ability to air dry after use. The Flip Hole can be used up to 50 times. Tenga also released a new version of the flip hole called Flip Air, however it was discontinued in spring 2012.[8] They later introduced another successor called the Flip 0 (Zero), which uses more intricate internal textures and a different hinge mechanism for opening.[9] The Flip 0 line includes the Flip 0 EV, which includes a pair of "vibrating cores" embedded in the elastomer for added stimulation.[10]

Tenga 3D

The 3D range lies between the Tenga Cup and Tenga Flip Hole, both in product and price. It is a reusable sleeve available in five different textures/sensations. The sleeve can be turned inside out after use for easy cleaning and drying. Similar to the Flip Hole, the 3D can be used 50 times before disposing.[11]

Tenga Egg

The Egg is an elastic egg-shaped masturbator. There are eighteen different textures and the eggs are designed to fit all sizes due to their elasticity. The cheapest of Tenga's product lines, like the cup it is designed as a single-use disposable toy.[12]

VI-BO

Tenga's first attempt at a couples vibrator, the VI-BO is a vibrating orb that fits into 5 different 'covers'. Each cover features a different color and shape which allows use of the orb in various ways.[13]

Iroha

On 3 March 2012, Tenga released a new brand named Iroha (イロハ), featuring a lineup of three vibrators designed for women. The products were endorsed by the former AV idol Nayuka Mine.[14] As of early 2020, Iroha had expanded from its original product line to nine different ones, all of which are women's vibrators of some sort.[15]

Tenga Spinner

The Spinner is masturbation sleeve with a coiled plastic spring embedded into the elastomer, which generates twisting motions during use.[16]

Tenga Air-Tech

A toy line with a design heavily based on the original line of disposable cups, but it is re-usable due to its internal elastomer sleeve being thicker and more durable, and its outer shell allowing disassembly for cleaning. Its vacuum suction capability is also advertised as being stronger than the original cups.[17] Unlike most Tenga products it is not exported to the American market, but it is available in Europe.