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We Talked to the Guy Who's Designed an Alarm Clock That's Also a Sex Toy

Meet the man behind an alarm clock that women slip into their pants each night, so they can "wake pleasurably, feeling confident."

This article originally appeared on VICE U

There are worse ways to wake up in the morning than with an orgasm. Luckily for us, 40-something year old entrepreneur Tony Maggs has made waking up to one everyday a reality—at least for women—with a new product.

A sex toy and an alarm clock in one, Little Rooster has already sold out around the world, he says, including in countries that Maggs coyly tells me have some of the strongest taboos against female sexual pleasure in the world.

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I managed to grab Tony before he boarded a plane to China to talk about just why he felt the one thing the world needed was a pink vibrating alarm clock, and why it makes him the man to save women's mornings the world over.

VICE: Hi Tony, what made you want to create a tool like Little Rooster?
Tony Maggs: Most alarm clocks work by irritating you until you wake up and, as a result, you wake in a bad mood. I figured that an alarm that woke you with pleasure would turn the act of waking up into an enjoyable experience and make mornings happier—and it does!

What kind of woman did you have in mind when you created Little Rooster?
Women who hate feeling irritated in the morning. Women who want to wake sexy. Women who love the idea of waking up slowly and sensually to the feeling of gently increasing clitoral stimulation. Women who hate their alarm clocks.

Do you think an orgasm is the best wake-up call, then?
We did a survey of our customers and most people said they used Little Rooster between three and five times a week. So our customers certainly like waking sexy if not every day, then most days.

We also asked our customers what it felt like waking with Little Rooster. Over 90 percent said things like "I wake up feeling happy, excited, lucky, and very turned on." Quite a few sexual therapists have contacted us interested in using Little Rooster to help women who find it hard to orgasm due to conscious inhibitions.

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Doesn't an ordinary alarm clock work just fine though?
Ordinary alarm clocks are so unpleasant that most of us wake in a bad mood, even when we have a wonderful day lined up.

OK, could you tell me how Little Rooster works?
You slip Little Rooster in the front of your panties when you go to bed and in the morning, Little Rooster's 'leg' starts vibrating against your clitoris. The stimulation starts gently so you don't wake immediately. Then over the next five minutes, the vibrations slowly increase so you wake sensually, pleasurably, feeling confident, happy, and aroused. Plus, it has a snooze button so you can wake up this way as many times as you wish!

What about guys? Surely straight men are going to feel left out now that women would rather wake up to Little Rooster in the morning?
Left out? Just the opposite. Most men love the idea of their partner waking up this way—which is why over half our sales are to men buying Little Rooster as a gift.

What would you say to women who might think having an alarm bell in their knickers overnight is a bit of an inconvenience?
Not only inconvenient but uncomfortable, right? My one regret with Little Rooster's design is not making it look as comfortable as it feels. We went through over 300 prototypes and three dozen women of all different body types tested them and gave me feedback. And the result is that everybody who tries it says that Little Rooster feels far, far more comfortable than it looks.

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That's because Little Rooster is so small and light. It weighs under two ounces. It's narrow between your legs so you can move around without it getting in the way and so that it can nestle between your labia. And it's thin against your front so you can lie on your belly without it digging into you. Little Rooster keeps in place, however much you toss and turn. So I would say that sleeping with Little Rooster in their knickers overnight is far less of an inconvenience than they might think.

What if I don't want to wear underwear?
No glove no love, baby. Well, some people find they don't need underwear but I don't recommend that.

What's the most memorable feedback you've had?
One person wrote to say that they'd been Googling, searching for a vibrating alarm clock due to hearing loss. I found that quite touching. And I'm always amazed at how creative people are. The woman who uses Little Rooster so she can have a snooze on the train in to work and get off at the right stop, for example. That's just brilliant!

You've had orders from 72 countries. Where's the most random place you've received an order from?
We recently had to rush an order to a guy who wanted to give a Little Rooster to his partner while he proposed. One woman ordered a dozen for a hen party. Quite a few parents buy Little Rooster for their daughters as leaving-for-uni gifts. And we of course often get her-and-her double orders from same-sex partners. Call me a sentimental old fool, but moments like these make me grin with joy.

Isn't $85 a little steep? Or do you think the pleasure outweighs the price?
Little Rooster definitely isn't cheap. On the other hand, it's rechargeable and very quiet. Many customers email to tell us how Little Rooster has changed their lives—not just their sex life and how they feel all morning but how they relate to their loved ones and colleagues. If you consider the change it can have on your life, $85 is a small price to pay.

Will there be a male version? Some men might say women have all the fun…
Yes! You can join our For Men mailing list for news of the launch.

Thanks, Tony.

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