How Jimmyjane helped adult toys go mainstream

05/16/2012 | Atlantic online, The

Jimmyjane founder Ethan Imboden has brought an Apple-style, design-led aesthetic to the previously seamy world of adult toys. That's inspired a generation of sleek gadgets that studiously avoid mimicking anatomical parts, making them inoffensive enough to appeal to mainstream consumers, and even to win shelf-space at retailers such as Wal-Mart and Target. "The category had been isolated by the taboo that surrounded it. I figured, I can transcend that," Imboden says.

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