Uncover Creations has reclaimed Sinnovator, the fantasy adult toy producer known for its boundary-breaking designs.
Uncover Creations specialises in handcrafted fantasy adult toys designed with a focus on pleasure, wellbeing, customisability and sex-positivity. The Uncover Creations founding team – two married couples based in the UK – also originally established Sinnovator, which created toys including the 24” Dagon Tentacle Depth Trainer, but the quartet stepped away from the brand around three years ago.
“Both brands share one core belief,” said co-founder Jade Taylor. “Intimate moments deserve better than mass-produced plastic. They deserve the human touch and personal attention that only independent creators can provide.”
ETO spoke exclusively to Uncover Creations co-founder Luke Taylor about the re-integration of the Sinnovator brand. “We’re absolutely thrilled to bring Sinnovator back into our creative family,” he told us. “After building that brand from scratch with our bare hands and eventually walking away, it feels like reuniting with a long-lost love. We’re looking forward to building it into the beast it can be.”
Taylor said: “Sinnovator’s story has come full circle in an unexpected way. Alex [Miller, another co-founder] and I originally developed the Sinnovator brand while working for NE Services, known for operating UberKinky. Around three years ago, we stepped away from the brand, genuinely believing our chapter with Sinnovator had concluded.
“Fast forward to the end of January this year, when NE Services entered administration. This presented an unexpected opportunity that we couldn’t ignore. We made the decision to purchase Sinnovator back from the administrators, effectively bringing our creation home.”
Uncover Creations’ reclaiming of Sinnovator has taken place remarkably quickly. NE Services closed in January. Uncover Creations’ purchase was completed in March, and the website rebuilt, production re-established and the brand relaunched by the end of that month (including taking on two new staffers). “It was an intensely busy period,” Taylor explained, “but deeply rewarding to reclaim something we had created and believed in.”
Uncover Creations is determined to establish partnerships with retailers and has already forged links in Australia and Europe. “While Sinnovator previously had a stronger focus on direct-to-consumer sales,” Taylor said, “our new strategy places much greater emphasis on nurturing relationships with our retail partners. Our approach now centres around working closely with key partners, establishing exclusivity agreements for strategic markets, and developing our product line with a focus on distinctive designs and sizing options that help retailers differentiate their offerings.”
Sinnovator toys are designed to be customised, which Taylor believes translates well to a retail environment. “We can work with our retail partners to develop bespoke colour schemes that help their products stand out on shelves, compared to mass market toys that typically come in just a few standard colours,” he says. “This gives our retail partners a unique selling proposition and visual differentiation that catches customer attention.”
He added: “Looking ahead, we’re actively working to expand our retail presence in the US and UK markets. We believe our combination of unique designs, customisation options, and willingness to create exclusive retail partnerships offers something genuinely different in the marketplace.
“Our vision is to build true partnerships rather than merely transactional relationships with retailers, collaborating on everything from product development to marketing strategies that benefit both parties. This collaborative approach represents a significant shift from Sinnovator’s previous positioning and reflects our commitment to supporting the wider industry.”
Taylor said: “Reclaiming Sinnovator feels both exhilarating and challenging. We know there’s a lot of work ahead of us… but we’re confident we can apply our learnings from Uncover Creations to Sinnovator and bring it back to where it needs to be.”
Find out more at sinnovator.com and uncovercreations.com.
