SAN FRANCISCO – Since its founding in 2009, Sir Richard’s Condom Company has been something of a disruptor in the condom manufacturing business. For starters, Sir Richard’s insisted on selling only all-natural latex condoms free of chemicals and harsh ingredients. Not that no other company offered such products at the time, but Sir Richard’s insisted on making a lot of noise about the way in which its products differed from many others.

Now the company is branching out into a new line of “below the belt” products for men. The brands in the line are presented in colorful, modern packaging with wit, humor and personality.

Among the introductions are three ELEMENT toys, which are advanced pleasure products for men. The KINK line offers restraints and S&M accessories. Slick Dick products include consumable products like Sugar Crotch Flavored Wipes, Numb Bum Anal Desensitizing Wipes and Better Than Spit lubricant.

The company’s president said the products target an under-served category within the space and retailers responded with enthusiasm.

“We [have been] blown away by retailers’ excitement and the amazing response to our new Sir Richard’s introductions,” said Robert Rheaume. “The team put a lot of thought and work into creating unique products within this space, and we are already seeing retailers anxious to get their hands on the new items.”

The complete line will debut at the ANME show in July.