NORTHAMPTON, U.K.—CMG Leisure Ltd., the former license holder and U.K. manufacturing partner for adult toy brand Doxy, went into administration in August 2025, marking the end of a decade-long chapter in the brand’s history.
Doxy’s original founder William Garland, who left CMG Leisure in 2020, has now joined forces with former CMG sales and marketing director Leigh Dedhar to form new company Doxy 2.0 Ltd.
The pair have acquired the Doxy intellectual property and are rebuilding the award-winning brand with renewed focus, updated products and a business model designed for long-term growth.
“This isn’t just a rebrand—it’s a rebuild from the ground up,” said Dedhar, Doxy 2.0 managing director and co-owner. “We’re going back to what made Doxy wands iconic: unapologetic power, premium materials and customer service worthy of the loyalty we’ve built.”
Garland added, “Starting fresh has been the best thing for Doxy. It’s given us the freedom to rethink everything—how we build, how we sell, how we serve our customers. The energy around the brand is better than ever, and I’m excited to be working alongside Leigh to shape this new chapter.”
Production of the next-generation Doxy 2.0 line is already underway, a representative said, with updated models scheduled to launch to distributors and retailers in spring 2026.
