LONDON - eTradeWire -- MyJoyToys, the UK-founded sexual wellness brand focused on the connection between sexual wellbeing and mental health, has been named Intimacy Support Service of the Year at the London & South East England Prestige Awards 2026/27.

The award recognises MyJoyToys' innovative approach to combining sexual wellness with mental health, emotional wellbeing and support.

The Prestige Awards judging panel reviewed the company's progress over the past year, including its website, online testimonials and social media presence, before selecting MyJoyToys as the winner.

Founded by Kelly Rowntree, MyJoyToys was created with a different vision for sexual wellness. Rather than focusing solely on products, the company places mental health, emotional wellbeing, confidence, self-understanding and healing at the centre of its approach.

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Over recent years, MyJoyToys has developed a growing ecosystem that includes mental-health-focused resources, AI emotional companions, guided wellbeing tools and emotional analytics, alongside its sexual wellness offering.

The latest award adds to a growing list of recognition for the company and its founder, including IT Brand Pulse recognition and a series of industry-first achievements that have contributed to MyJoyToys' positioning as a category creator within sexual wellness.

Speaking about the award, Kelly Rowntree, Founder of MyJoyToys, said:

"This award means a huge amount to me because it recognises the reason MyJoyToys exists. I never wanted to create just another sexual wellness store. I wanted to create something that recognised the connection between intimacy and mental health and offered people a more understanding, supportive experience."

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MyJoyToys has been built independently by Rowntree, who continues to lead the company's development, innovation and expansion.

The company plans to continue developing its mental-health-first approach, with further emotional support technology and wellbeing experiences forming part of its future vision.

About MyJoyToys

MyJoyToys is a UK-founded sexual wellness brand focused on the relationship between sexual wellbeing and mental health. Founded by Kelly Rowntree, the company combines sexual wellness with emotional support, mental health resources and innovative technology.

Award: London & South East England Prestige Awards 2026/27 — Intimacy Support Service of the Year.

Website: https://www.myjoytoys.co.uk