Lion’s Den Reimagines Book Clubs and More in Its Quest to Celebrate Women’s Pleasure

Agency Fancy continues the chain's sex-positive marketing

'Book club' gets a new meaning in one of the new spots for sex toy retailer Lion's Den. Lion's Den

Driving past adult superstores perched along stretches of highway in Middle America (I’ll pass countless such establishments on my drive from Texas to Minnesota this Christmas), one typically sees advertisements that depict the kind of over-the-top sexuality that isn’t in step with what most women look like, or what they are looking to bring into the bedroom. One sex toy retailer, however, has been working to evolve its marketing by partnering with one of the industry’s more progressive agencies.

@klundster Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.