Creative collective launches ‘happiness gadget’ sex toys, The Monkeys mulls product division

A group of creatives including The Monkeys creative partner Micah Walker and former Mojo colleagues Pim Van Nunen and Justine Armour has launched a new line in sex toys aimed at ‘vibrator virgins’.

The Smile Makers vibrators, which come in the shape of a fireman, tennis coach, a millionaire and a Frenchman, were made as a result of an idea produced by creatives in different agencies in three different countries via email, Walker explained.

The idea – to make vibrators less embarrassing to buy, using cartoonized characters from sexual fantasies and non-sexual language (the Smile Maker is called a ‘happiness gadget’ in the media kit) – prompted Swedish entrepreneurs Peder Wikstrom and Mattias Hulting of Ramblin’ Brands to put the range into production.

Walker says a deal is in the pipeline to stock Smile Makers in health and beauty departments of chemists and department stores in Europe, Asia and the US.

Walker, Armour, now at Wieden + Kennedy, Pim Van Nunen, creative director at Publicis Mojo Sydney, worked on the vibrators from concept to product, packaging and communications, and will each take a percentage of sales.

“Too often, a creative is not attached to the birth of a product,” Walker told Mumbrella. “This is a rare exception. We wanted to make a sex toy brand that is ok to buy for a friend. We wanted to establish the brand, not hide it.”

Aimed at ‘curious women’ who don’t like going to sex shops, the ‘personal massagers’ are also being sold through the Smile Makers website On the site, women can play a Fantasy Man Generator game to ‘find their hunk’, which they can share on Facebook, Twitter and email.

Only PR is being used to promote the new products, with a social media presence around Facebook under development.

Walker and The Monkeys MD Mark Green both suggested that a product design division would be the ‘next logical step’ in the development of The Monkeys model, which is already in the business of content production.

“One of the reasons I came to The Monkeys was to do things like this,” said Walker. “Soon we could be working on brand ideas which don’t have products yet.”


  • Creative Team: Micah Walker, Pim Van Nunen and Justine Armour
  • Project Manager: Deanne Constantine
  • Photographer: Julian Wolkenstein
  • Production Company: Louis & Co
  • Producer: Simone McNair
  • Technical Advisor: Doogie Howser MD
  • Clients: Peder Wikstrom and Mattias Hulting, Ramblin’ Brands


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