rooby is a company founded in 1996 and based in Los Angeles, CA, producing transgender online adult entertainment. It established itself as one of the pioneer companies of online adult transgender entertainment with its website Shemale Yum (now renamed as Grooby Girls), “the first transsexual pay site with original content”.
The company owns a number of transsexual adult websites and produces its own DVD line as well as having other interests in forums, blogs and social networking within the transsexual niche genre including the Transgender Erotica Awards. It has been called as “one of the most popular adult industry companies in the world” and according to AVN Business, the company “has established itself among the Net’s foremost purveyors of transgender erotica”.
The Transgender Erotica Awards (The TEAs) was originally conceived in 2007 and started solely as an online-only competition voted by a panel of industry judges. It was originally named the Tranny Awards and were only a handful of categories and Grooby sponsored all of the cash prizes.
As interest grew, it was expanded into an actual event and hosted at a several different nightlife venues in the Los Angeles area, before moving to a full-scale theater in Glendale. The event now has over twenty categories, including special awards sponsored by other industry companies, many of which include donated cash prizes.