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While the sex toy market is largely dominated by women's toys, it seems 2016 might see the tide turning. Lovehoney has kicked off the year with the launch of a new toy for men that simulates oral sex.

Dubbed the Sqweel XT, it follows the success of earlier models in the line, which were aimed at women. In its latest incarnation, it promises "the ultimate joy for men on tap", according to creators Lovehoney, and features two sets of Turbo Tongues™ that not only provide variable pressure, but three speeds and three pulsating patterns.

Lovehoney co-owner Neal Slateford thinks the product will be a game-changer, stating: "The Sqweel XT is revolutionising the way men masturbate. The sex toy market has always been dominated by women's toys and it's only very recently that men have begun to discover what they've been missing out on.

"The momentum for male sex toys is gathering pace and we’re seeing huge demand," he added.

And it seems the arrival of new toys isn't the only thing that's changing in the world of male masturbation. Last month, a study from Mel Magazine found that not only are sex toys becoming more popular with straight men, but so is anal stimulation.

To conduct the research, Allison Kirschbaum talked to hundreds of men about their masturbation habits, and discovered that nearly a quarter (24 per cent) of all those men had "inserted an object" into their anus while pleasuring themselves. Plus, close to a third (32.2 per cent) had used a vibrator.

Ms Kirschbaum said that she hoped the findings, which she presented at a sexual science conference in Albuquerque last year, encourages more men to be experimental.

And with more male sex toys like the Sqweel XT coming on the market, they'll have plenty of ways to do so.