Daniel (his first name was changed) loves to take his lunch break at home. "It's the time of day I look forward to most," the 40-year-old American told Le Monde. And with good reason: once lunch is over and his wife has gone back to work, he uses this time to indulge in his favorite ritual: masturbation. And not just in any way: Daniel uses a male sex toy called a "masturbator," a kind of sleeve into which users insert their penis.

Made by companies like Fleshlight, Kiiroo or Dorcel to more or less realistically imitate the sensation of vaginal, anal or even oral penetration, these sex toys have become increasingly popular, particularly since the Covid-19 lockdowns. But although they are now a recurring topic of discussion on some social media and online forums, these objects' very existence remains taboo and their popularity is largely underestimated.

And yet, their inception is not recent history. In 1998, an American named Steve Shubin filed a patent for what he called a"device for discreet sperm collection." His sketches depict a cylindrical object enclosing, under its lid, an artificial vagina made from an elastic material. The sex toy brand Fleshlight, a contraction of flesh and flashlight, was born.

A quarter of a century later, it has become a benchmark in its industry, attracting many competitors in its wake. Most importantly, the range of options has widened. In online stores, you can find thousands of products with designs, textures, orifices... catering to the fantasies of both heterosexual and homosexual clients. "No two are alike," confirmed Vincent, a 34-year-old Canadian who alone owns some 30 masturbators, ranging in price from €10 to €300.

And demand continues to grow, according to Juan Ziena Cabezas, director general of Fleshlight International SL, the American company's European branch. "In 2023, we produced over 500,000 units" for the Old Continent, he told Le Monde from his Andalusian offices, adding that France was among the top three European countries in terms of sales, after the UK and Germany.

But behind this commercial craze lies an under-documented community dynamic. For example, over 60,000 Reddit users discuss in English on the always active sub-forum dedicated to the brand. There, they boast about their respective collections by posting photos and videos, give each other detailed advice for future purchases, share memes, build friendships and tell each other intimate anecdotes. "I don't know exactly what I'm looking for, but I'm curious to know what you'd recommend to an inexperienced beginner," asked one user. Another, about his wife, confided, "It completely changed the dynamic of our relationship when she realized she was no longer in control of my pleasure."

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