Judges for the competition include TV sex expert and author Tracey Cox and LoveHoney head buyer Bonny Hall. "We're looking for the Dyson of sex toys. The revolutionary idea that's going to sell around the world and earn the inventor thousands, if not millions, of pounds," Hall said. "Whether you make your mockup out of Play-Doh, sketch it out on a scrap of paper or use a computer graphics program isn't important. If the concept turns us on, then you could be on to a winner."
The contest is open to designers worldwide and designs must be received online by Dec. 31. Other information — including complete rules, a promotional video and a message board for discussing ideas — is available at the competition website.