&Play is an adult intimate line that is a private label owned by JC Penney. It would target young to middle aged singles and couples, and would aim to keep alive the private but playful area of people’s intimate lives.
The concept developed for this line was to focus on the playful aspect of people’s sex lives and incorporate the element of ‘hidden but in plain sight’. Each of the products would therefore be sold in a fake book which would then house the item back in one’s bedroom. Refills would also be sold but the books with secret compartments would always be kept as containers.