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The Lovehoney competition challenges designers to imagine the toys of the future Design

According to the sex toy retailer, former winners of the global design competition have earned hundreds of thousands of their ideas in addition to the £ 5,000 prize money.

Lovehoney, the British company specializing in sex toys, lingerie and erotic gifts, has launched its latest design competition and this time asked participants to come up with sex toys of the future.

The assignment for the Future Sex 2030 competition is: "Design a sex toy that we will use in 10 years." The entries are divided into three categories: students, designers and members of the public. The winner of each group receives £ 5,000 and the opportunity for additional paydays when the design successfully goes into production.

"If we get a design that brings something completely new to the market, there's no reason why the designer can not enjoy the same payday (like the previous winners)," says Lovehoney's product director Bonny Hall.

Former winner Trevor Murphy has received more than £ 320,000 in royalties from the sale of his winning design Sqweel. The former artist used animation software to sketch his ideas – now the world's best-selling toy of its kind – within two days.

Lovehoney product Sqweel
Sqweel, designed by Trevor Murphy

This year the judges have encouraged the participants to overcome the sense of touch. "(The design) could include elements of smell, sound, vision, communication or meditation," says contest judge, sex educator and writer Alix Fox.

"We want designers to look for market gaps. Is there a challenging sexual situation many people face that they could improve or solve? "

Designers who want to enter the contest do not need to prototype their designs. "All we need is a great idea and a rough outline," Hall adds, adding that the winning design and testing processes are handled by Lovehoney's own product development team.

The Future Sex 2030 Contest is open now and will end in February 2020. Designs should be submitted on the Lovehoney Contest website.

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