This article is a case study of a woman-owned and-operated sexual products business, conceived in the midst of a fragmenting women's movement in 1977. The article tracks the evolution of pro-sex feminist ideology within this business during the past 22 years. Whereas most feminist organizations research focuses on nonprofit organizations and their relationship to the state, this study focuses on a political organization that depends on profits for survival. The voices in this study reveal the complexities of running an “alternative” (...) business during the 1980s and 1990s and of balancing political ideals with profit needs. Ironically, as Toy Box and its consumer base grow, more and more men and women are exposed to pro-sex feminism and buying into its philosophy. This contradiction is fundamental to the story of Toy Box's history and evolution. (shrink)