In a landmark acquisition that shook the global erotic industry, the German group behind Satisfyer secured the iconic Fun Factory brand. The deal, which involved the acquisition of Fun Factory's entire product portfolio, patents, designs, and inventory, took effect on October 1, 2024.
With the acquisition, Satisfyer, which is part of the larger EIS/Triple A group, significantly strengthened its market position. The group placed a reorder of goods from Fun Factory for a total sales price of €15 million and invested a high double-digit million amount in the brand to ensure continuity and increased availability of products that continued to be manufactured in Germany.
Founded in 1996, Fun Factory was behind a number of innovations that became industry standards. The brand was among the first to introduce rechargeable sex toys and developed the now standardised Click'n'Charge magnetic charging system. In addition, the company set a new quality standard early on by using medical-grade silicone in its products.
"With this acquisition, we have significantly expanded our patent portfolio and look forward to launching a number of new, innovative products under the Fun Factory brand," said Sven Pelka, Managing Director of EIS/Triple A, in a press release.
Satisfyer, which already had a solid position in the global market, made the acquisition as a strategic move to strengthen the brand's premium segment. According to Fun Factory founder and CEO Dirk Bauer, Triple A was the right player to carry on the brand's legacy: "With this sale, I am saying goodbye to the industry and am happy to know that the brand is now part of the Triple A Group's successful environment. I am convinced that Triple A is the right choice and that the brand will become an important part of the premium segment."
Since its founding in 2016, Satisfyer has achieved a significant position in the global market. With over 200 products, more than 470 design awards, and distribution in more than 100 countries, the brand has cemented itself as a dominant player in sexual wellness. The group supplies products to over 80 countries and has a network of more than 1,000 major customers and 100,000 retailers, including pharmacies and retail chains.
Satisfyer is particularly known for its award-winning air pressure stimulator, Pro 2 Generation 2, which has sold millions worldwide. By adding Fun Factory to its portfolio, the group strengthened its range of products in the higher quality segment and further cemented its position.
The deal is not expected to result in immediate price changes, as Fun Factory Germany GmbH remained responsible for sales. However, EIS/Triple A Group promises that customers can expect an even wider range of innovative products and a stable supply of goods.
"The acquisition ensures smooth and improved product distribution while maintaining Fun Factory's tradition of high-quality products," stated Sven Pelka.
The question many are now asking is how Fun Factory's creative and innovative spirit would blend with Satisfyer's more mass-produced approach to the sex toy market. While the merger undoubtedly provides access to greater resources and global marketing, some feared that the brand's soul and unique design identity would be diluted.
However, it is now clear that the German sex toy industry has gained a new superpower. It will be exciting to see how this shapes the market in the coming years.
