Intimate design: Ooh by Je Joue launches with a vibrant set of private toys

Last year, Wallpaper* explored erotic design for the first time with the Adult Tool Kit created for Handmade* 2014. Now with the same sense of appreciation for the world of intimate toys, we were drawn to the sophistication of a new capsule collection of pleasure accessories: Ooh by Je Joue.
Je Joue specialises in design and style focused toys, veering away from the bulkier, animalistic forms so commonly associated with intimate toys. With bases in London, Shanghai and San Francisco, the company began creating their shapely, modest pieces in 2008.
Taking an alternative design direction, they now present Ooh by Je Joue, a sister brand that is as bold and vibrant as the original models were discreet and sleek, yet still encompassing a modern feel. Designed by product developer Duncan Turner with a minimalist approach, the collection is available in pastel and pop colours, from lemon yellow to electric blue. The range utilises a sweetshop selection ‘mix and match’ approach – start with the USB rechargeable motor that powers up all of the pieces, then choose from a range of fun and curvaceous add-on pieces.
Turner used his background in product engineering to devise a collection that uses screws rather than ultrasonic welding for its parts, and flexible body-safe silicone for the shapes. This design-focus also prevails in the equally vibrant packaging. Unlike the usual dark and mysterious boxes found hidden on shelves at the back of adult stores, the colours and patterns of Ooh show no signs of subtlety. Arriving in little pouches, the packets are rendered in different hues of red, orange and purple, embellished with stripes and lip motifs.
Also on offer is a conceptual kit with a selection of pieces handpicked under wanderlust themes, including ‘Her name is Rio’ and ‘London love-in’.
The range, titled Ooh by Je Joue, was designed by product developer Duncan Turner with a minimalist approach
The collection is available in pastel and pop colours, from sea-foam green to electric blue
Turner used his background in product engineering to devise a collection that uses screws rather than ultrasonic welding for its parts, and flexible and body-safe silicone for the shapes
This nuanced design also prevails in the vibrant packaging – unlike the usual dark and mysterious boxes found hidden on shelves at the back of adult stores, the colours and patterns of Ooh show no signs of subtlety.
Also on offer is a conceptual kit with a selection of pieces handpicked under wanderlust themes, including ‘Her name is Rio’ and ‘London love-in’
INFORMATION
For more information, visit Ooh by Je Joue’s website
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
Sujata Burman is a writer and editor based in London, specialising in design and culture. She was Digital Design Editor at Wallpaper* before moving to her current role of Head of Content at London Design Festival and London Design Biennale where she is expanding the content offering of the showcases. Over the past decade, Sujata has written for global design and culture publications, and has been a speaker, moderator and judge for institutions and brands including RIBA, D&AD, Design Museum and Design Miami/. In 2019, she co-authored her first book, An Opinionated Guide to London Architecture, published by Hoxton Mini Press, which was driven by her aim to make the fields of design and architecture accessible to wider audiences.
-
Rediscover a classic midcentury hotel in Sydney
Fender Katsalidis leads a major renovation of the landmark Sofitel Sydney Wentworth hotel, pairing 1960s modernism with an elevated, Australian-minded reset
-
Haute Couture Week A/W 2025: what to expect
Five moments to look out for at Haute Couture Week A/W 2025 in Paris (starting Monday 7 July), from Glenn Martens’ debut for Maison Margiela to Demna’s Balenciaga swansong. Plus, ‘new beginnings’ from JW Anderson
-
Inside Frank Lloyd Wright’s Laurent House – a project built with accessibility at its heart
The dwelling, which you can visit in Illinois, is a classic example of Wright’s Usonian architecture, and was also built for a client with a disability long before accessibility was widely considered