There are no more than half a dozen stands, and most are tucked away in a far corner of one of Las Vegas’s vast conference halls.
They are being hosted under the umbrella of the Health and Wellness zone. Several feature innovative sex toys, while one – called Pulse – is demoing a dispenser that heats oils and gels.
But while the booths are well away from those of the big brands that dominate the room, their presence still represents a significant shift.
Show organiser the Consumer Technology Association stumbled awkwardly into a storm of sex tech controversy last year.
It first gave an award to, then took it back from the women’s sex toy start-up Lora DiCarlo. By the time the CTA had executed a further U-Turn and given back the prize, it was months after the show had ended.
Following a “healthy dialogue” with the CTA committee, Lora DiCarlo has returned this year. And this time it has a working product, the Ose, which moves and uses suction but does not vibrate.
Its booth is not in the sex tech corner but instead has a more prime location deeper within the show floor, where it is a beacon of bright yellow.
The firm’s founder, Lora Haddock DiCarlo, points out that its robotic massager has nine intellectual property patents and contains almost 250 parts.
Ms DiCarlo adds that getting the CES Innovation Award last year was “validating” but the backlash, which led to it being withdrawn, had shocked her.
“CES is definitely a hub for innovation and we do deserve to be here,” she says. There’s only one other sex tech company on this part of the showfloor – OhMiBod.
It is something of a CES veteran. The firm first came to the show 10 years ago, when it launched a vibrator that synced with an iPod.