Electric Novelties' New VP Rob Phaneuf: What's Next for the Adult Industry?

William Williams · 2026-09-07

Electric Novelties just made a power move that could shake up the adult novelty space. The company has named industry veteran Rob Phaneuf as its new Vice President of Sales & Marketing, effective immediately. If you've been around this business for a while, you know that name. And if you haven't? You're about to. ### Who Is Rob Phaneuf? Phaneuf isn't new to this world. He's been in the adult industry for over 25 years, and his resume reads like a who's who of major players. Before joining Electric, he was Director of Sales and Marketing at XR Brands. But that's just the latest chapter. He spent more than two decades at Pipedream Products, where he climbed the ranks in both sales and product development. His reputation? He's the guy who can take a product concept and turn it into a story that retailers actually want to tell. He builds relationships with distributors that last. And he knows how to craft sales strategies that don't just look good on paper—they deliver real growth. In 2018, he was named Business Development Executive of the Year. Then came 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 new business initiatives. He'll also spearhead expansion into new product categories. But that's just the tip of the iceberg. He plans to work closely with Electric's leadership and sales team to strengthen account penetration, revive dormant business, and bring a more data-driven approach to sales. And because Electric has its own manufacturing capabilities and long-standing factory relationships, Phaneuf sees a huge opportunity to accelerate original product development, pursue private-label deals, and build a consistent innovation pipeline. > "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." ### The Vision: From Follower to Leader Phaneuf isn't shy about his ambitions. He wants to take Electric from a company that follows established categories to one that creates them. That means developing original products, building stronger brands, and bringing customers ideas they haven't seen before. Adam Hasner, Senior Sales Executive at Electric Novelties, 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." ### Why This Matters for the Industry Phaneuf's appointment signals that Electric Novelties is serious about growth. They're not just filling a position—they're bringing in someone with a proven track record to shake things up. In an industry that's constantly evolving, having a leader who understands both the creative and business sides is crucial. For retailers and distributors, this could mean new product lines, better support, and more innovative offerings. For competitors, it's a wake-up call. Electric is gearing up to make some noise. Phaneuf's appointment is effective immediately. And if his past is any indication, the adult novelty space is about to get a lot more interesting.