O2 marketers launch luxury sex-toy line in their spare time

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LONDON – O2 head of brand and marketing communications, Shadi Halliwell, is rolling out a range of luxury sex toys with the full support of her employer.

The marketer launched the Shy vibrators brand in 2006, but now hopes to win shelf-space in retailers for an additional line. She has already entered discussions with potential stockists.

Halliwell, who describes the Shy brand as the ‘Prada of sex toys’, is looking to move the business into the mainstream.

Susie Moore, previously head of brand at O2, but currently on maternity leave, is also a shareholder in the brand. She will assist with the roll-out of the latest products as well as brand and creative strategies.

Read: Moonlighting marketers: from vibrators to boutique hotels, marketers apply skills to their own brands


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