David Lampert, creator of the iconic Sybian sex toy, will be the 2016 recipient of the Lifetime Achievement Award at the “O” Awards.

The ceremony takes place during the AVN Novelty Expo. The event begins at 9 p.m. on Wednesday, January 20 in the Real World Suite at the  Hard Rock Hotel and Casino Las Vegas.

“I am just so excited and pleased to be receiving this honor,” Lampert told AVN.

The 85-year-old said he will attend the ceremony when he travels to Las Vegas to exhibit Sybian for the first time ever at ANE.

Lampert helped to revolutionize the sex toy industry and women’s orgasms when he shipped the first Sybian in December 1987. The idea for the Sybian came to Lampert in the 1970s, but it wasn’t until 1983 that he really began working on the creation.

A Sybian is a masturbation device primarily designed for use by women. It consists of a saddle-like seat containing an electric motor, gearbox speed reducer, and mechanism connected to a rod that protrudes from a hole in the top center. Various attachments can be added to the rod, which vibrates, rotates and may also stimulate the clitoris externally. The intensity of the movements produced can be increased or decreased through a control box attached to the Sybian’s base.

Through the years, Sybian has become one of the most coveted sex toys of all time, thanks to its ability to help women achieve longer and more intense orgasms, as well as its ability to help women train their bodies to experience multiple orgasms, Lampert said.

Prior to making his Sybian idea a reality, Lampert lives a completely different life. He graduated from the University of Illinois with a degree in agriculture, but the day after graduation he took over management of an Arthur Murray Dance Studio, where he’d worked during his last year in college.

He and his wife, Sandra, taught ballroom dancing classes seven days a week for several years, teaching more than 20,000 people through the years, he said. During the couple’s contact with so many women, Lampwert said he learned of women’s desires and more.

“It became pretty clear that women were getting the short end of the stick, so to speak, when it came to sexual gratification,” he said. “I felt something needed to be done about that.”

Lampert teamed up with a medical doctor to start creating the Sybian, which took several years of development and research among hundreds of women to get it just right.

“We did a lot of testing, and for a long time we would attend swingers’ functions on a weekly basis to have women and their partners learn to use the Sybian and see what worked and what didn’t,” Lampert said.

The Sybian, he said, is designed that if used properly can help women achieve orgasms they didn’t know they were capable of. It can also be use as a training device to help women train their bodies to respond much more easily to sexual intercourse in a woman-superior position.

In recent years, Lampert has brought more family members into the parent company of Abco Reseach Associates—a son, a daughter, another daughter’s husband and two granddaughters—and given them the freedom to expand on the original product. Recent changes include special editions with various coverings and colors, as well as a new line of attachments. After almost three decades, Sybian continues to be a powerhouse in the industry, all thanks to Lampert and his desire to help women improve their sexual experiences. For more, visit Sybian.com.