The Sqweel thing: Lovehoney launches sex toy design competition

Posted: November 22, 2016

Lovehoney has launched another one of its Design A Sex Toy competitions, in which members of the public are invited to create a brand new pleasure product – and the winner stands to make a significant sum of money. Lovehoney is offering a £1,000 prize in three categories: women, men and couples, and a further £2,000 will go to the overall winning design.

If the toy goes into production, the designer will also have the chance to earn up to £200k in royalties, as Lovehoney co-founder Neal Slateford explained: “If we get a design which brings something completely new to the market there is no reason why the designer cannot enjoy the same kind of pay day as Trevor Murphy.”

Artist Trevor [pictured] entered a previous Design A Sex Toy competition run by Lovehoney, and his idea for a device which simulates oral sex with a rotating wheel of ten teasing tongues went into production under the brand name Sqweel. Thousands of Sqweels have since been sold and Trevor collects a royalty from the sale of each one. “I’ve been squealing with delight ever since my sex toy went into production,” he said. “I am so happy that I have brought so much sexual happiness to so many people. The idea for the Sqweel came to me fully formed as I was drifting off to sleep one night. I’d been thinking of small, compact designs all evening, especially circular shapes. I snapped awake and told my partner Veronica: ‘I’ve just come up with the winning sex toy design!’ Using my rough sketch I drew multiple angles of the toy design on my computer. It wasn’t difficult as I’ve used computer design software for years in animation. I had my Lovehoney competition entry in the post after two day of sitting hunched over my PC, tinkering away!”

Lovehoney has made several versions of Sqweel. The first three replicated oral sex for women but the most recent Sqweel XT was aimed at men. It was launched with the tagline ‘Now men don’t have to wait till their birthday for great oral sex’.

Neal Slateford said: “You don’t need to be an engineer or a designer to enter – all we need is a great idea and a rough sketch so that our designers can make your sex toy become a reality.”

To enter the competition, go to or post entries to D.A.S.T., LH Trading, 100 Locksbrook Road, Bath, BA1 3EN.