The world of sex toys in Italy is deeply bound to the way of looking at and living sexuality. It is a market with a great leeway, but enormous social and cultural responsibilities, too. We analysed, studied and played with this strong tie. Fiercely, we opted for an approach based on freedom and awareness. No stereotypes, no heteronormative perspectives. A revolutionary and brave style for the Italian scene. Because we are well aware that with the right spirit, even taboo subjects can become pop.