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

This post was originally published on February 5, 2015.

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.