#ThrowbackThursday: Hitachi Magic Wand, 1968

Magic Wand packaging, pre- and post-rebranding (Engadget)

Magic Wand packaging, pre- and post-rebranding (Engadget)

On April 25, 1968, Japanese company Hitachi listed its Magic Wand for business in the U.S with the U.S. Patent and Trademark Office. Originally advertised as a massager in the 1970s, it quickly gained a new (and arguably larger) reputation as a powerful vibrator.

Sex educator Betty Dodson was the first person to recommend it, using the device in her classes on female masturbation. For women uneasy about going to a sex shop to purchase a toy, the Magic Wand filled a previously-unknown niche: Dodson got hers in the small appliance section at Macy’s.

It looks almost orthopedic, with a “tennis-ball-size” head sitting at the end of the white plastic shaft. (And it’s almost as long as the model’s forearm on the old packaging.) The Magic Wand has two speeds: low (5K vibrations per minute) and high (6K vibrations per minute). It weighs 1+ pound, and measures 12 inches. But nationally-known sex shop Good Vibrations reports that the Magic Wand has been one of their best-sellers since 1977.

In 2013, Hitachi rebranded the massager, as they were uneasy as being unofficially branded a covert sex toy. (I guess it took them 46 years to catch on?) Hitachi’s name doesn’t feature on the new packaging, but it doesn’t obscure what everyone knows: The Cadillac of vibrators is inside.

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