Electric Novelties Just Landed a 25-Year Industry Veteran

Eleanor Vance · 2026-09-07

### A Big Move in the Adult Industry Electric Novelties just made a power play. The company has appointed Rob Phaneuf as its new Vice President of Sales & Marketing, effective immediately. If you've been around this industry for a while, you know that name. And if you haven't, well, you're about to. Phaneuf isn't just another executive shuffle. He's a 25-year veteran who's been in the trenches at some of the biggest names in adult retail. His last gig? Director of Sales and Marketing at XR Brands. Before that, he spent over two decades at Pipedream Products, where he wore just about every hat you can imagine in sales and product development. ### Why Electric Novelties Made This Move Let's be real: this isn't a hire you make just to fill a seat. Electric Novelties is clearly gearing up for something bigger. Phaneuf will be leading sales strategy, team development, key-account growth, and new business initiatives. But here's the interesting part—he's also tasked with expanding into new product categories. That last bit matters. It means Electric isn't content to just follow trends. They want to set them. ### What Phaneuf Brings to the Table If you look at Phaneuf's track record, a few things stand out: - He's got a knack for turning product concepts into retail stories that actually sell. That's a rare skill. - He's built deep relationships with major distributors and retailers over decades. Those relationships open doors. - He's been recognized for it, too: Business Development Executive of the Year in 2018, plus nominations for Marketing Executive of the Year in 2025 and Businessman of the Year in 2026. But awards are just window dressing. The real value is in what he can actually do for Electric. ### The Plan: From Follower to Leader Phaneuf's vision is pretty straightforward. He wants to take Electric from a company that follows established categories to one that creates them. That means leveraging Electric's manufacturing capabilities and factory relationships to accelerate original product development, pursue private-label opportunities, and build a more consistent innovation pipeline. In his own words: "Electric already has the essential pieces in place: strong customer relationships, experienced salespeople, established brands and proven manufacturing capabilities. 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." That's not just corporate speak. It's a clear signal that Electric is planning to shake things up. ### The Team Dynamic Adam Hasner, Senior Sales Executive at Electric Novelties, is clearly excited about the addition. "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 last line? That's the kind of enthusiasm you can't fake. And it hints at a more dynamic, customer-facing approach that could set Electric apart. ### What This Means for the Industry When a company like Electric Novelties brings in someone with Phaneuf's pedigree, it's worth paying attention. The adult retail space is more competitive than ever, and brands that can innovate—not just iterate—are the ones that survive and thrive. Phaneuf's focus on data-driven sales, reviving dormant business, and strengthening account penetration suggests a methodical, strategic approach. But it's the creative side—the new products, the private-label opportunities—that could really move the needle. Keep an eye on Electric Novelties. If Phaneuf's track record is any indication, they're about to make some noise.