opinion

Why the Pleasure Industry Still Feels Fresh After Seeing It All

Why the Pleasure Industry Still Feels Fresh After Seeing It All

My dad, Dirk Bauer, founded Fun Factory a few years after I was born, so it’s safe to say I’ve seen it all. Even in my earliest memories of childhood, I recall just accepting his work as something perfectly normal.

The first hints that my parents’ work was something stigmatized came early on. I knew they made “toys” but they were hesitant to talk about what the products actually did, not wanting the information to get back to my friends, who they said "wouldn’t understand." Eventually I picked up on the fact that my dad’s job wasn’t totally ordinary, and by the time I was about 8 years old, I knew enough to be embarrassed. I tried to avoid the topic of what my parents did for a living when talking with other kids.

After decades of being surrounded by this industry, I’m excited to continue making it safer, eco-friendlier, more inclusive and more innovative.

I wasn’t the only one who felt that way. In the early 2000s, sex toys were still seen as crude and silly. The industry was in its awkward phase, and even consumers looking to buy sex toys couldn’t always avoid a sense of shame. Before Fun Factory and other body-safe brands took off, the average consumer didn’t necessarily ask questions about materials, performance or durability. They were just trying to get their shopping done quickly, without drawing attention to themselves.

Worse still, the sex industry at the time wasn’t doing its part to be inclusive. My colleagues tell me that, back then, manufacturers and retailers marketed primarily to men, with the assumption that they bought toys to use with their wives. At that time, it was less common for a woman to buy a toy for herself, much less a toy to use with another woman or nonbinary person. The industry was not yet queer-friendly, and lots of toys were boringly designed and colored like human penises.

As I grew into an adult, things changed for me. After I spent some time working at a car company and a management consultancy, I realized that I wanted to work for a mission-driven business. Fun Factory was one — its purpose is giving people pleasure and making them happy. I started working for my father’s company to see if it was a good fit for me, and after six weeks, I knew I wanted to stay.

By that time — 2019 or so — the industry had changed, too. The stigma was almost completely gone. Whereas I used to worry about my friends learning that my dad had started a sex toy brand, as of a few years ago, my friends have been asking me for discounts! You can find sex toys at grocery stores or see toy reviews going viral on social media. This new, more open-minded climate makes it a hopeful time to work in the industry.

Now, I look back at my parents’ work during my childhood and see it in a different light. I went to an industry trade show in Shanghai in 2019 and noticed that all the toys are now colorful and playfully shaped. I’m biased, of course, but I believe Fun Factory pioneered that change. My dad jumped into a languishing market in 1996 and invested tons of money and time into revitalizing it. That decision took a lot of bravery, and I’d say it worked.

There’s still more revitalization that can happen, and more progress we can make as an industry. That’s what makes my job as marketing manager feel fresh, even though I’ve grown up around the industry. For one thing, consumers increasingly want sustainable products and we, as an industry, can strive to meet those high standards. Part of our sustainability effort includes educating consumers on buying fewer but higher-quality items, to produce less waste. We also encourage consumers to ask where their toys are manufactured, so they can think beyond materials alone and consider the total carbon emissions.

We can also make up for the industry’s lack of inclusiveness in the past. Manufacturers and retailers can post sex-ed content on social media and blogs that empower all types of people to feel more pleasure. Fun Factory does this! We also design toys that stimulate the body in multiple ways, which keeps users from becoming habituated to one type of play. Experimenting with different sensations helps our customers understand what they like and want, which can help them feel more secure in their sexuality.

We can all continue to work toward increasing industry regulation, so consumers can shop for toys without worrying about exposing themselves to toxic chemicals. I’m happy to carry on my dad’s legacy. After decades of being surrounded by this industry, I’m excited to continue making it safer, eco-friendlier, more inclusive and more innovative.

Jordis Meise is the marketing manager at Fun Factory.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

profile

Zhe Founder Karyn Elizabeth Creates Gender-Affirming Lingerie Fashion

For years, the mainstream lingerie market has been shaped by narrow beauty standards and cisnormativity, with little room for gender diversity. Most lingerie is designed to fit cisgender female bodies, while trans people are often forced to go DIY with uncomfortable solutions like pantyhose, duct tape and ill-fitting shapewear.

Naima Karp ·
profile

Neon Coyotes Sets the Tone for Trendiness With Bespoke Leather Kink Wear

If your kink wear can’t readily make the leap from a dark BDSM dungeon to a sunny, mimosa-fueled brunch, you haven’t yet been initiated into the cult of the Neon Coyotes — fresh, leather kink wear brand transforming restraints into runway-ready art.

Colleen Godin ·
opinion

Why It's Time for Adult Retail to Embrace AI

In the late 1980s, I was working in the rental car business. My first company didn’t have a single computer. Everything — contracts, inventory, employee records — was done by hand. If you wanted a report, you dug through paper files and crunched numbers on a calculator. It was tedious, but it was all we knew.

Zondre Watson ·
opinion

What Retailers Gain by Partnering With Family-Run Brands

In an age increasingly dominated by corporate consolidation and faceless supply chains, choosing to work with a family-owned and operated business can offer retailers a depth of value that goes far beyond pricing and product margins.

Briana Watkins ·
opinion

How the 'Back Massager' Vibrator Became the World's Most Versatile Sex Toy

Wand vibrators are once again having a pop culture moment. Recently, Harry Styles expanded his lifestyle brand, Pleasing, by introducing a “Pleasing Yourself” double-sided wand vibrator developed in collaboration with sex educator Zoë Ligon.

Naima Karp ·
opinion

Strategic Retail Buying in a Shifting Pleasure Economy

Retail buying has never been a static job, but recent volatility in pricing, caused by shifting tariffs, global import costs and freight variations, has demanded a new level of agility for adult industry buyers and managers. As business expenses rise, so does the pressure to optimize the return on every product.

Rin Musick ·
profile

WIA Profile: Cynthia Wielgosz Elliott

The past year has been a challenging one for the team at premier lubricant manufacturer Sliquid. Late in 2024, company co-founder Dean Elliott passed away after battling cancer, though he managed to flash his wide, signature grin until the very end.

Women in Adult ·
opinion

Michigan's Intimate Ideas Offers Playful Retail Setting for Wide Range of Shoppers

Jerry Manis, the regional manager of Intimate Ideas’ Michigan stores, never planned on working in adult retail — but he says it’s turned out to be a surprisingly rewarding gig.

Quinton Bellamie ·
opinion

Kraig McGee Blends Family Values, Creative Background at TAF Distributing

Walk into any Adam & Eve store in the Mountain West region of the U.S. and you’ve likely stumbled into a TAF Distributing outfit. Owned by industry veteran Kraig McGee Jr. and staffed by his closest family members, McGee’s 35 TAF-operated stores span 13 states, from woodsy Idaho to scenic Utah and well beyond.

Colleen Godwin ·
opinion

How Pleasure Brands Can Ethically Market to LGBTQ+ Communities

Every June, the rainbow floodgates open. Suddenly, pleasure products are “Pride-themed,” companies change their logos and brands rush to show just how inclusive they are — at least for 30 days. But as a queer, nonbinary marketing strategist who works with adult brands year-round, I’m here to say: Rainbow dildos alone are not progress. They’re often just noise.

Hail Groo ·
Show More