HoMedics is launching massage products for Father’s Day called iSensation that the company believes has the potential to double the size of the market.

The new range, which includes two massage cushions that can be connected to any music source with a line output jack, are intended to introduce a new demographic to the category, HoMedics managing director, Paul Harrison, told Current.com.au

Included in the iSensation range is a massage seat with heat (RRP $109.95) and the massage mat with heat, (RRP $139.95).

Features common to both products are five massage settings, adjustable intensity and body zone controls and built-in dual aluminium cone speakers for sound playback from any mp3, iPod, Discman, games console or music source with an audio line output. The massage seat is supplied with a 12-volt car adaptor. Users have the option to play music with or without massage.

“We don’t see these so much as massage lines, but part of the entertainment scene with the experience, the interactivity and excitement these products bring. Sales for the massage category are exploding.”

Harrison said all the major retail accounts had taken on the range with stock being delivered before the end of this month. New products will be added to the range for Christmas.

“Point of sale virtually eliminates the need for a salesperson as consumers can simply hit a button on the demonstration track to hear an explanation about the product.”

In the lead-up to Father’s Day, HoMedics will be advertising the new products with full page advertisements in New Idea and Women’s Weekly featuring brand ambassador and former Olympic swimmer, Sam Riley, using the tag line: ‘Plug It, Play It, Feel It,’.