LONDON - TelAve -- MyJoyToys, the independent UK company pioneering the category of Emotionally Safe Intimacy, has been named Intimacy Support Service of the Year at the Corporate LiveWire Global Awards 2026/27.

The international recognition follows the company's earlier win at the London & South East England Prestige Awards 2026/27, marking two significant achievements for a business challenging traditional approaches to intimacy retail.

Founded by Kelly Rowntree, MyJoyToys was created to address a gap within an industry traditionally focused on physical safety and products, while often overlooking the emotional experiences surrounding intimacy.

The company has since introduced nine industry firsts, including personalised AI support companions, Emotional Analytics, a dedicated community forum, mental health clothing and an integrated Emotional Support Ecosystem.

Remarkably, Rowntree built MyJoyToys independently over approximately four years, starting from a spare room with a second-hand computer costing less than £100. Without employees, external investment or a technical background, she taught herself the skills required to develop the company's technology and support infrastructure.

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Kelly Rowntree, Founder of MyJoyToys, commented:

"Winning the regional award was already an incredible achievement, but receiving global recognition for something I started building alone in a spare room means a great deal to me.

"I didn't create MyJoyToys because the world needed another adult toy shop. I created it because I recognised that emotional safety was being overlooked in an industry where it should matter enormously.

"Four years later, MyJoyToys has introduced nine industry firsts, established an entirely new category and now received recognition at both regional and global level. I'm incredibly proud of what I've built and what it represents."

The global award marks another milestone in MyJoyToys' mission to encourage a safer, kinder and more emotionally aware intimacy industry.

About MyJoyToys

MyJoyToys is an independent, multi-award-winning UK company founded by Kelly Rowntree. Pioneering the category of Emotionally Safe Intimacy, the company combines intimacy retail, artificial intelligence, emotional wellbeing tools and community support through nine industry firsts.

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