Sportsheets has appointed Emily Silva as its new director of product and merchandising. This announcement follows the company's recent unveiling of its Signature collection, which Silva, as Product Line Manager, helped develop.

Silva's New Role and History with Sportsheets

On July 8, 2026, Sportsheets announced the appointment of Emily Silva to the role of director of product and merchandising. In this position, Silva will be responsible for overseeing Sportsheets’ long-term product strategy, branded collections, private label programs, merchandising initiatives, and product lifecycle management.

Silva has been with Sportsheets for 18 years. During her tenure, she has worked in various capacities, including sales, private label development, product development, customer education, retailer training, and trade shows. Sportsheets Executive VP of Sales Kelly Sofferman stated that Silva has consistently understood the importance of product and sales working as partners. Sofferman also noted Silva's ability to translate customer feedback into product strategy, which helps the company maintain its market connection and leadership.

General Manager Donavon Dartez commented on Silva's industry knowledge, describing it as "unmatched." Dartez also highlighted Silva's dedication and leadership over nearly two decades, which he stated has earned the trust of the Sportsheets team, partners, and customers. Dartez expressed pride in Silva leading the product and merchandising organization as Sportsheets continues its development.

The Signature Collection Debut

The appointment of Silva follows Sportsheets' recent introduction of its Signature collection. Preorders for the Signature collection opened prior to its official debut at the ANME Founders Show, scheduled for July 13-15, 2026, in Burbank, California.

The Signature collection aims to unify Sportsheets’ established products under a single identity. It incorporates many of the company’s foundational styles, including the Under the Bed® Restraint System and other customer favorites. In addition to these existing products, the collection introduces 20 new items. These new products feature elevated materials, refined aesthetics, and updated packaging.

New additions to the Signature collection include soft-touch cashmere-silicone leather handcuffs, ankle cuffs, collars and leashes, silicone gag options, body jewelry, sensory tools, a positioning sling, and an anchorable waterproof blanket. These items are designed to encourage exploration and connection.

The launch of the Signature collection also includes a new Signature logo and packaging system. This system is designed to improve merchandising, promote cross-selling, and assist consumers in their purchasing decisions. Each package provides clear product photography, full-color lifestyle imagery, fit and sizing information, care instructions, compatibility recommendations, and QR codes that link to product demonstrations and educational content.

Emily Silva, in her previous role as Product Line Manager at Sportsheets, commented on the Signature collection. She stated that the collection represents years of development, refinement, and collaboration within the organization. Silva indicated that every detail, from materials and finishes to packaging and presentation, was evaluated to create a collection that is both elevated and approachable, functional, and consistent with Sportsheets' quality standards.

Sportsheets CEO Julie Stewart noted that the collection represents an important development for the company.

Industry Developments

Other recent industry news includes Male Power's debut of its Eco Cozy collection of men's underwear on July 8, 2026. On July 7, 2026, Altitude Show announced the hiring of Deanna Klerks as its new manager of buyer relations and experience. Also on July 7, 2026, pleasure brand Toendi launched a rebrand of its logo and products, and Orion Wholesale introduced two new fantasy dildos from its Beastly Cocks line. Blush debuted the Riana massager on the same day. Eldorado Trading began accepting preorders for the Blō collection of flavored lubricants from JO, with shipments scheduled to begin July 13. On July 6, 2026, Orion Wholesale introduced the six-piece dildo set Six in a Row 2.0 from its You2Toys line. Full Circle debuted its Savage Sex Sauce collection of lubricants on July 2, 2026, the same day pleasure brand Sustory introduced its Rex tapered dildo. Kheper Games released its new Sex Tower couples game on July 1, 2026.

In other industry news, Pipedream Products’ Ultimate Fantasy “Kitty” Doll was featured in a supporting role in Universal’s film “Good Boys.” Kristin Calzada, Pipedream Products chief revenue officer, stated that demand for Ultimate Fantasy Dolls has increased since Kitty was first introduced to the market, and that the film has generated buzz. Calzada also noted Kitty's appearance in the film trailer, which allows consumers to view her features without attending the theater. Rob Phaneuf, Pipedream Products’ Ultimate Fantasy Doll guru, expressed support for customers interested in stocking Ultimate Fantasy Dolls.

Key Facts

  • Emily Silva has been appointed Director of Product and Merchandising at Sportsheets.
  • Silva has 18 years of experience with Sportsheets, including roles in sales, product development, and customer education.
  • Sportsheets recently unveiled its Signature collection, which includes 20 new products and a new packaging system.
  • The Signature collection will officially debut at the ANME Founders Show, July 13-15, 2026, in Burbank, California.
  • Pipedream Products’ Ultimate Fantasy “Kitty” Doll was featured in the Universal film “Good Boys.”