The Magic Wand - A History of the World's (and Canada's!) Most Famous Vibrator

Recognizable worldwide, the Magic Wand was named on Time Magazine's list of The Most Influential Gadgets of All Time. More than a vibrator, it has become a cultural icon and a representation of pleasure and power. Let's take a look at the history and future of this iconic brand. 

1968: The Birth of a “Massager”

The device now known as the Magic Wand was originally introduced in 1968 by Hitachi, the Japanese electronics giant. It was marketed in North America as the Hitachi Magic Wand, a corded, plug-in personal massager designed to relieve sore muscles. With its distinctive white handle and large, vibrating silicone head, it stood out immediately from other massagers on the market.

Although Hitachi never explicitly advertised it for sexual use, it quickly became an open secret among users that the Magic Wand was highly effective as a powerful clitoral stimulator. Its reputation spread largely through word-of-mouth and underground feminist sex-positive communities in the 1970s.

1970s–1980s: Embraced by the Sex-Positive Movement

The Magic Wand was thrust into the spotlight in the 1970s when sex-positive feminists and therapists like Betty Dodson, a pioneer of female masturbation education, began promoting it as a tool for self-discovery and orgasm. Dodson famously used the wand in her workshops and books, including Sex for One: The Joy of Selfloving.

During this era, the Magic Wand became a symbol of sexual liberation, especially for women who had never experienced orgasm or felt disconnected from their sexuality.

1990s–2000s: Cult Status

Throughout the '90s and early 2000s, the Magic Wand maintained cult status, despite limited formal advertising or distribution in adult stores. It was one of the few plug-in vibrators on the market, and its reliability and intensity made it beloved by sex educators, therapists, and consumers alike.

It was often referred to as the “Cadillac of vibrators” due to its durable design and unmatched power. But its packaging and branding still identified it as a “massager,” a holdover from its original marketing.

2013: Hitachi Drops the Name

In 2013, Hitachi made a surprising decision to distance itself from the sexual wellness industry. It ended official distribution of the product in North America and required that the Hitachi name be removed from the product.

At that point, Vibratex, Inc., a California-based company that had long been the sole authorized North American importer and distributor of the product, took over the brand. Vibratex rebranded it simply as the Magic Wand Original, removing the Hitachi name altogether but maintaining the original design and build.

2013–Present: The Magic Wand Brand Expands

Following the rebranding, Vibratex officially embraced the wand’s sexual wellness legacy. Under their stewardship, the Magic Wand brand has evolved and expanded:

• Magic Wand Rechargeable (2013): A cordless version with a built-in rechargeable battery, 4 intensity levels, and 4 vibration patterns. This was the first major innovation in the line, adding versatility and freedom from the cord.

• Magic Wand Plus (2019): A modernized version of the original with a removable cord, soft silicone head, variable speed control, and improved electronics.

• Magic Wand Mini (2022): A more compact, travel-friendly version, still powerful but lighter and easier to handle.

• Magic Wand Micro (2023): An ultra compact version with a wrist strap for ease of use. It can reach up to 6500 RPM
  

• Magic Wand Waterproof (2025): Completely submersible with the most powerful motor yet. Rechargeable and cordless

Each version maintains the signature deep, rumbly vibrations that fans love, but with updated features that reflect modern user needs and sexual wellness trends.

Cultural Legacy

The Magic Wand is one of the most iconic sex toys in history. It’s been featured in countless articles, books, and pop culture references. Its distinctive design and legendary power have made it a household name in sexual wellness, often passed from generation to generation like a well-kept secret.

It remains especially beloved by:

• People seeking strong, consistent external stimulation

• Those experiencing difficulty achieving orgasm

• Individuals with limited mobility who benefit from its ergonomic shape and easy-to-use interface

Brand Identity Today

Today, the Magic Wand brand is synonymous with quality, power, and pleasure. It occupies a rare space in the sex toy market: a brand with over 50 years of legacy, trust, and cultural impact that continues to innovate while staying true to its origins.

🔌 From Plug-In Massager to Pleasure Icon

What started as a muscle massager has become a defining symbol of empowerment, pleasure, and self-discovery. The Magic Wand’s journey from taboo toy to trusted brand reflects the broader evolution of how society views sex, pleasure, and the tools that support both.

Which Magic Wand is right for you?

Curious about Magic Wand but not sure where to start? Here is a handy chart outlining the features of each so you can make sure you make the right decision for your body.