Almost two decades after Charlotte from "Sex and the City" became addicted to her " Rabbit vibrator ", 2017 has been hailed as the year of the "vagina economy". Women who design sex toys are leading innovation.Leaving behind taboos, the latest sex toys are designed to help women overcome sexual barriers and are too sophisticated to be hidden away in the bedside table.In its 2017 report, the JWT intelligence agency has hailed the rise of pelvic floor muscle exercises, vulvar skincare and g-spot stimulators as a sign that it will be the year of the "vagina-nomics"."The rise of fourth wave feminism is encouraging women to talk about their vaginas and vulvas like never before, whether that's to do with periods, health, sex and masturbation or wellbeing," said Lucie Greene , director of innovation group, JWT.Kelly Shibari, the CEO of Berman Innovations based in the US, has invented the ejaculating PopDildo, designed to help same-sex couples and women with fertility problems.Shibari dreamed up the PopDildo when she and her wife decided to have a baby. She knew the hassles of being confronted with a cold, clinical doctors appointment or frankly startling prospect of using a turkey baster or syringe to conceive their child.Her wife got pregnant after two attempts.Sex toys aren't just for procreation but for pleasure too. On the sleeker side of the market is the metallic Vesper that can be work like an elegant pendant."Having a phallic object or some weird rabbit-shaped thing that you have to hide is not a wellconsidered product or a good experience -it just further fuels the stigma and shame," said Ti Chang of Incoqnito.Women entering the industry has been an important step in shifting societal attitudes towards. And Chang has a waiting list of product tests who provide feedback and help to develop the toys. "This industry is a great example of products being marketed for women but not actually designed for them," Chang said.