The company has contacted UK agencies directly with the brief. For the past two years, Lovehoney has focused on direct-response TV ads, which were made in-house.
The pitch follows the appointment of a new marketing director at the company and a desire to reinvigorate the brand.
In 2011, Lovehoney worked with Halo to create the first sex-toy TV ad that was cleared for daytime broadcast in the UK.
It was scheduled to run on ITV2 during an episode of The Real Housewives Of New York City at 10.15am but was pulled by the channel after a Daily Mail story criticised the plan.
Halo later sent the newspaper a copy of the ad, which it ran online. That cleared the way for the spot to run on both ITV and Channel 4 before the 9pm watershed.
Halo has been invited to pitch for the account.