Electric Novelties Just Landed a 25-Year Industry Veteran

Emma Visser · 2026-09-07

Electric Novelties made a move this week that says a lot about where the company wants to go. They've brought on Rob Phaneuf — a name that carries serious weight in the adult industry — as their new Vice President of Sales & Marketing. And if you know anything about Phaneuf's track record, you know this isn't just a routine hire. ### Who Is Rob Phaneuf? Let's put it simply: this guy has been in the game for over 25 years. That's not a typo. He spent more than two decades at Pipedream Products, where he climbed the ranks in both sales and product development. Then he moved to XR Brands as Director of Sales and Marketing. His reputation? He's the kind of person who can take a raw product concept and turn it into something retailers actually get excited about. That's a rare skill. His peers have noticed, too. Back in 2018, he was named Business Development Executive of the Year. More recently, he was nominated for Marketing Executive of the Year in 2025 and Businessman of the Year in 2026. Not bad for someone who just started a new job. ### What He's Actually Going to Do Phaneuf's role isn't just about shaking hands and smiling at trade shows. He's been brought in to lead sales strategy, develop the team, grow key accounts, and push into new product categories. But here's the part that caught my attention: he's also going to work on reviving dormant business and making the sales approach more data-driven. That's a smart move. A lot of companies talk about being "data-driven," but few actually do it well. He'll also be leaning on Electric's manufacturing capabilities and factory relationships to speed up original product development. In his own words, the goal is to take Electric "from a company that follows established categories to one that creates them." That's a bold statement. But coming from someone with his background, it doesn't sound like empty talk. ### The Quote That Says It All Adam Hasner, Senior Sales Executive at Electric Novelties, didn't hold back when talking about his new colleague: > "Rob brings an incredible amount of experience, energy and creativity to Electric. 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." You can almost hear the enthusiasm. And honestly? That kind of energy matters. Sales is a relationship business, and Phaneuf clearly gets that. ### Why This Matters for the Industry Here's the thing about the adult industry — it's competitive. Brands come and go. The ones that stick around are the ones that innovate, build strong retail partnerships, and understand what customers actually want. Phaneuf's appointment signals that Electric Novelties isn't content with the status quo. They're bringing in someone who knows how to build brands, develop products, and create sales strategies that generate measurable growth. The appointment is effective immediately. So if you're in the retail or distribution side of this business, expect to see some changes coming from Electric in the months ahead. And if Hasner's prediction is right, you might just see the "Rob and Hasner Show" at a trade event near you. ### The Bottom Line - **Who:** Rob Phaneuf, 25+ year industry veteran - **Where:** Electric Novelties, as VP of Sales & Marketing - **What:** Leading sales strategy, product development, and brand growth - **When:** Effective immediately This is one of those hires that could shift the trajectory of a company. Whether it does or not? Only time will tell. But it's definitely worth watching.