BATH, England—Once again, Lovehoney is looking for the sex toy of the future.
In what has become an annual traditional, the manufacturer and adult retailer is offering a $1,500 prize in three categories: best sex toy for women, men and couples. A further $3,000 will go to the overall winning design. If the toy goes into production, the designer will have the chance to earn up to $250,000 in royalties.
Artist Trevor Murphy as the first person to earn $250,000 in royalties by inventing the Sqweel. Trevor, 42, hit the jackpot with an invention which simulates oral sex with a rotating wheel of ten teasing tongues.
He entered his design in the first competition organized by and it quickly went into production after he won first prize.
Lovehoney co-founder Neal Slateford said, “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.
“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.”
From Trevor’s plans they created the which has been a smash-hit all over the world, featured in movies and was even demonstrated by Jay Leno on his TV show.
Hundreds and thousands of Sqweels have been sold, and Trevor cashes in every time one is sold.
Trevor, who designs collectible card sets for big movies like Star Wars and TV shows like Doctor Who, said: "I've been squealing with delight ever since my sex toy went into production. I am so happy that I have brought so much sexual happiness to so many people."
Lovehoney has made three versions of the Sqweel because it has been so popular. The first three replicated oral sex for women but the most recent Sqweel XT was aimed at men and came with the jokey tagline, “Now men don’t have to wait till their birthday for great oral sex.”
Fifty Shades of Grey author E.L. James and sex and relationship expert Tracey Cox have judged previous entries.
Trevor came up with the Sqweel when he was dozing one night.
“The idea for the Sqweel came to me fully formed as I was drifting off to sleep one night,” he said. “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!” he added.
The Sqweel won the competition and quickly went into production. Trevor said: “I didn't build a prototype myself before entering the competition but later on when the factory sent preliminary models we got great feedback from testers.
“That's when we all breathed a sigh of relief as there wasn't anything like the Sqweel out there and although it looked great on paper we needed that real world seal of approval,” he added. ““I'm thrilled about the success of the Sqweel. Every once in a while I'll Google the Sqweel and marvel at how it's on sale in China, Russia and Australia! It was even on the Tonight Show, licking Jay Leno's chin! It's so surreal! “Now and then I'll get a message on Twitter from a happy lady telling me how she loves her Sqweel!"
To enter the competition, go to or post entries to D.A.S.T., LH Trading, 100 Locksbrook Road, Bath, UK, BA1 3EN.