Sex toys probably aren’t the first thing you think of when you think of Israel, but T.O.Y. (short for Thinking Of You) is following in the footsteps of one of our favorite new companies, Israel’s Joya4U, with a limited but impressive initial offering of pleasure products. First, there’s the packaging: an oversized cylinder of heavy cardboard, solid black, the red foil letters that spell T.O.Y. leaping out at you merrily. Anyone who ever owned a Tinkertoy set will be filled with a sense of nostalgic wonder—and anticipation. All too often, great packaging hides a less than stellar product, but where T.O.Y. is concerned, what’s inside that black tube is every bit as rewarding as one might hope for. The company’s first foray, the Calla Lily collection, is as ambitious as any we have seen in recent years. Borrowing from the sensual curves of the eponymous flower, each of the three vibes in this line (Amazon, Everest, and Sahara) gets its juice from a charging cradle that’s sheathed with a petal-shaped shield of translucent plastic. Plug in the vibe and the petal softly glows. Once energized, the 100 percent silicone vibe provides the user with five vibration modes, all powered by a strong but virtually silent motor.
The word “solid” comes to mind when describing the waterproof toys in this collection, and indeed, unlike the fragile flower that inspired their creation, these are sturdy massagers meant to endure (further proof that China truly can produce quality sex products to compete with the rest of the world—and not just for a handful of companies). This combination of quality construction and sensual design creates an overall sense of playfulness that makes T.O.Y. an inviting purchase and contender on the high-end market. We tip our hats to the creative team at T.O.Y. It’s this kind of fresh thinking that keeps the Big Boys gasping to keep up, and propels the industry forward.

Website: TOY-ThinkingOfYou.com/Collection
Retailing: Eye-catching packaging that goes against the see-thru trend and succeeds because of it; the vibe is rechargeable, and doubles as a night-light when in its cradle.
Materials: Silicone
Power Rechargeable
MSRP: $$$$$