The History of Toys in Babeland

The Seattle Store at NightBabeland Turns 20 in 2013!

Once Upon a Time, in Seattle...

Seeking a comfortable, well-lit sex toy shop in their town of Seattle, Claire Cavanah and Rachel Venning came up short. Undaunted, they responded by founding Toys in Babeland™ in 1993. Committed to offering information and encouragement to women who wanted to explore their sexuality, Claire and Rachel made sure the store offered top-quality products and a supportive, fun place to shop.

In 1995, Toys in Babeland started its mail order business with a small print catalog; a website followed one year later. Inspired by the success of these ventures, Claire and Rachel opened a store in New York City in 1998, on the Lower East Side of Manhattan. In 2003, Babeland SoHo was born; most recently, Claire and Rachel opened up a shiny new store among the brownstones in Park Slope, Brooklyn.   

Babeland's Mission Statement

In 1999, the Toys in Babeland staff articulated and formalized a mission statement: "...to promote and celebrate sexual vitality by providing an honest, open and fun environment; encouraging personal empowerment, community education, and support for a more passionate world are key." And while the Babeland commitment to women's pleasure has remained strong over the years, we've been happy to discover that many men are also seeking a sleaze-free, sex-positive, caring environment in which to buy their sex toys!

Sex Toys 101

In 2003, Rachel Venning and Claire Cavanah wrote Sex Toys 101, an ultimate guide to choosing and using sex toys. The book also includes the ins and outs of sexual anatomy, vibrators, strap-ons, lube, men's toys, butt play and more. Written in a fun, relaxed style and full of beautiful photographs, Sex Toys 101 is the first full-color guide to gear for satisfying sex.

Babeland, Just Babeland

In 2005 Toys in Babeland officially shortened its name to "Babeland." Toys in Babeland had become much more than just a place to buy sex toys, so the owners decided to present Babeland as a destination, a lifestyle, a state of mind—all celebrating the simple truth that sexually healthy people make the world a happier place. (Not to mention that too many people confused Toys in Babeland with the band Babes in Toyland, including the owner's dad!)


Babeland has received numerous awards over the years, including a 2006 and 2003 Zagat's Survey award. It was voted "Best Place to Buy Sex Toys" by The Village Voice and The Seattle Weekly.

Moregasm Book

We now have our very own guide to mind-glowing sex with Moregasm, published in 2010 and winning rave reviews from customers and the media alike. Check out Clare and Rachel's entertaining spin on Moregasm in the video below.