Lily Allen releases her own line of sex toys as she reveals she came up with the range during 'down-time' on her West End Girl tour

Lily Allen is releasing her own line of sex toys after coming up with the idea while on her West End Girl tour where she admitted to testing them out herself.

The singer, 41, has partnered with sexual wellness pioneers, Lovehoney, to release her own edit of sex toys in a bid to champion the importance of self-love.

Lily is even marking the anniversary of her West End Girl album with the return of her polka-dot butt plug, which she used as merchandise to promote the record.

Speaking about the upcoming collection, Lily said: 'The butt plug was a reference on the album that we then made into a limited collection of USBs, which became a really popular collector's item. 

'So we thought it would be fun to make it properly and launch it almost a year to the day since we released West End Girl'.

Lily went on to explain what inspired her collaboration with the brand, revealing she was gave a huge box of their products while staying in London on tour. 

Lily said: 'I was staying in this gorgeous hotel suite when I was playing shows at the London Palladium and room service arrived with an enormous box, filled with Lovehoney toys to try out. I was so delighted, I couldn't wait to open them up.

'But they needed to be charged, ready for when I got back from the show, and there weren't enough plug sockets, so I unplugged everything - the lamps, the TV, even the phone to make room. It ended up quite atmospheric in there, all those pretty little lights blinking in the darkness.

Detailing how she tried out the products herself to make sure they were up to scratch, Lily said: 'The tour was the perfect time to decide on the collection because when I had a little down-time, it was a nice way to relax and unwind. 

'Everything with my Love, Lily stamp of approval has been tried and tested and it means I'm genuinely enthusiastic about what lies inside. I even took the stamp home with me to keep.'

Although this is her first toy collection, Lily has previously explored the world of self-love and the positive impact it can have.

She said: 'I did my first collaboration with Lovehoney six years ago, which came about very organically because I had written about my experience in my book. 

'We sent a whole bunch of toys out to people I know and admire and I still get messages today saying you've had such a profound impact on my life. 

'Instinctively, I think they're going to be talking about my music but they're actually talking about the toys.'

'Back then, no-one really talked about pleasure out in the open. Thankfully, people seem a little more comfortable now, but we still need to nudge that conversation along some more - it can only ever be a good thing not to feel shame about our own bodies.'

There are six pieces in the Love Lily collection – and Lily held a photoshoot to mark its launch, posing as Lovehoney's Postmistress, ready to sort out people's self-love.

Six toys feature in the collection: a Heart, a Peach, a Wand, a Womanizer, an Advent calendar and a polka dot Butt Plug.

Revealing she previously struggled with asking for what she wanted, Lily said: 'I think women in particular can find it difficult to ask for what they want. When I was younger, I know I did. 

'We don't always prioritise our own desires because we focus on pleasing others, doing our jobs properly and looking after our friends and family. We can forget that listening to what our body needs is just as important.

'There are so many physical and emotional benefits in exploring ourselves, for ourselves - it's not a selfish thing to do. It's self-care - there's no shame in it. Why should we deny ourselves enjoyment and the confidence that can come from that?'

Although self-love and personal fulfilment have fuelled the partnership, new research has shown that many women still struggle to give themselves permission to enjoy self-pleasure.

Steve Thomson, Marketing Director at Lovehoney said: 'We first worked with Lily in 2020, after she spoke so openly about pleasure in her book. 

Six years on, conversations around self-pleasure have come a long way but there's still work to do to keep shifting the dial. 

The category itself has evolved too, with more choice than ever in the products and experiences available.'

'For this collection, Lily tried the range herself and chose the products she genuinely loved. We hope it gives people an accessible starting point toexplore their own pleasure, whether they already know what works for them or are only just beginning to find out.'

Lily added: 'For me, toys can help you to better understand your body and learn what you like. I've been able to use that knowledge to express what I want in my relationships, which is empowering. And I hope this collection helps others feel similarly.'