Electric Novelties' Bold New Hire Could Shake Up the Adult Industry

Eleanor Vance · 2026-09-07

Electric Novelties just made a move that could ripple through the adult industry for years to come. They've brought on Rob Phaneuf, a 25-year veteran, as their new Vice President of Sales & Marketing. And if you know anything about Phaneuf's track record, you know this isn't just another executive shuffle. ### Who Is Rob Phaneuf? Phaneuf is the kind of guy who's seen it all. He spent over two decades at Pipedream Products, where he wore multiple hats in sales and product development. Most recently, he was Director of Sales and Marketing at XR Brands. His reputation? Turning product concepts into retail stories that actually sell. He's built trust with major distributors, developed strategies that move the needle, and picked up some serious hardware along the way. Business Development Executive of the Year in 2018. Nominations for Marketing Executive of the Year in 2025 and Businessman of the Year in 2026. Not too shabby. ### What He'll Be Doing at Electric In his new role, Phaneuf will lead sales strategy, team development, key-account growth, and expansion into new product categories. But here's where it gets interesting: he's also tasked with reviving dormant business and making the sales approach more data-driven. That's a big deal in an industry that often runs on gut instinct and relationships. Beyond sales, Phaneuf will leverage Electric's manufacturing capabilities and factory relationships to accelerate original product development. Think private-label opportunities, a consistent innovation pipeline, and products that don't just follow trends—they set them. > "Electric already has the essential pieces in place: strong customer relationships, experienced salespeople, established brands and proven manufacturing capabilities," Phaneuf said. "What really drew me to this opportunity is the strength of Electric's factory relationships and what we can create through them. The infrastructure and connections are already there; now it's about unlocking their full potential. My goal is to help take Electric to an entirely new level – from a company that follows established categories to one that creates them." That's a bold vision. And it's exactly what the company needs if it wants to stand out in a crowded market. ### Why This Matters for the Industry The adult industry is at an interesting crossroads. Consumer expectations are higher than ever. They want innovation, quality, and brands they can trust. Electric Novelties has the manufacturing muscle and the relationships. What they've been missing is a cohesive strategy to tie it all together. Phaneuf might be the guy to do it. Adam Hasner, Senior Sales Executive at Electric, is clearly excited. "Rob brings an incredible amount of experience, energy and creativity to Electric," Hasner said. "He knows how to connect with customers, build excitement around products and turn ideas into business. I'm looking forward to working alongside him – and customers should get ready because the Rob and Hasner Show will soon be coming to a town near you." That's a fun way to put it. But it also hints at something bigger: a renewed focus on customer relationships and on-the-ground sales energy. ### What to Expect Next Phaneuf's appointment is effective immediately. So what can we expect? A few things: - More original products from Electric, not just me-too items. - Stronger branding and packaging that tells a story. - A sales team that's more proactive and data-informed. - Possibly some new private-label offerings for retailers. If Phaneuf's past is any indication, he won't waste time. He's known for hitting the ground running and building momentum fast. For retailers and distributors, that means new opportunities to differentiate their shelves. For consumers, it means more choices and better products. ### The Bottom Line Electric Novelties just signaled that they're not content to be a follower. By bringing in someone with Phaneuf's experience and vision, they're betting on innovation and growth. It's a bet that could pay off big—for the company, for its partners, and for an industry that's always hungry for the next big thing. Keep an eye on Electric. The Rob and Hasner Show is just getting started.