New owners for ETO

UK-based pleasure products trade resource ETO has new owners. The ETO business has been acquired for an undisclosed fee by All Purpose Media Ltd, which is headed up by industry veteran Jason Dante. Jason, who was sales and marketing director of UK consumer show Erotica during the noughties, purchased the business from Carnal Creative on 28th July 2023, and has exciting plans for the ETO brand.

ETO has always been a hugely respected name in the industry, and it’s known around the world as the leading authority on the UK adult sector,” said Dante. “Having worked on award-winning products since leaving Erotica, I’m excited to transfer this knowledge and take ETO into new, and possibly some familiar, areas over the coming years.”

ETO first hit the industry in 2003, when it was known by its full name of Erotic Trade Only. The monthly B2B publication went on to host its own annual trade events and accompanying awards dinners, which many considered to be highlights of the industry calendar. It is now online, with a weekly email newsletter.

Carnal Creative’s Lee Schofield commented: “It’s been an amazing 20 years, crammed with fantastic memories, and I would like to express my sincere thanks and gratitude to all the staff who worked and put up with me over the last two decades. I’m also grateful for all the industry friends I’ve made along the way. It really has been an utter joy.”

Schofield added: “I’m delighted to be handing over the reins to someone who will be familiar to many industry stalwarts, and I’m looking forward to seeing the ETO brand grow and evolve under Jason’s custodianship.”

Jason can be contacted via