BATH, England – Artist Trevor Murphy never expected a sex toy would make him rich, yet that’s exactly what happened.

Murphy, 42, submitted the winning design in a competition organized by pleasure product e-tailer Lovehoney. Sensing the product would be a winner with consumers, too, the company began production right away.

Lovehoney’s hunch proved correct. The product, now known as Sqweel, became an instant hit. So far, Murphy has earned $250,000 in royalties from sales.

Now Lovehoney is seeking the next breakout adult plaything. The company is offering a $1,500 prize in three categories: best sex toy for women, best sex toy for men and best sex toy for couples. A further $3,000 will go to the overall winning design. If the toy goes into production, the designer could earn up to $250,000 in royalties, just like Murphy did.

Judges have not been announced, but Fifty Shades of Grey author E.L. James and sex-and-relationship expert Tracey Cox have judged previous competitions.

Murphy, who designs collectible card sets for big movies like Star Wars and TV shows like Doctor Who, said he still finds it difficult to believe how popular his design became.

“I’ve been squealing with delight ever since my sex toy went into production,” he said. “I am so happy that I have brought so much sexual happiness to so many people.”

He literally dreamed up the Sqweel while dozing one night.

“The idea for the Sqweel came to me fully formed as I was drifting off to sleep one night,” he said. “I’d been thinking of small, compact designs all evening, especially circular shapes. I snapped awake and told my partner Veronica, ‘I’ve just come up with the winning sex toy design!’

“Using my rough sketch, I drew multiple angles of the toy design on my computer,” he continued. “It wasn’t difficult, as I’ve used computer design software for years in animation. I had my Lovehoney competition entry in the post after two day of sitting hunched over my PC, tinkering away.”

Sqweel simulates oral sex with a rotating wheel of teasing tongues. The sex toy has been featured in movies and made a special guest appearance during Jay Leno’s tenure on The Tonight Show.

Lovehoney created three versions of the Sqweel because it has been so popular. The first three replicated oral sex for women, but the most recent, Sqweel XT, was designed for men.

“I’m thrilled about the success of the Sqweel,” Murphy said. “Every once in a while I’ll Google the Sqweel and marvel at how it’s on sale in China, Russia and Australia. Now and then I’ll get a message on Twitter from a happy lady telling me how she loves her Sqweel.”

Lovehoney co-founder Neal Slateford said he hopes to find the next world-conquering sex toy among the entries in this year’s competition. Competitors worldwide are welcome.

“You don’t need to be an engineer or a designer to enter,” he said. “All we need is a great idea and a rough sketch so that our designers can make your sex toy become a reality.”

To enter the competition, visit the contest page on Lovehoney’s website or mail entries to D.A.S.T., LH Trading, 100 Locksbrook Road, Bath, UK, BA1 3EN.