Adult retail has a new favourite word, and it is not “discreet”. It is “fantasy”.
Romantasy, the blend of epic fantasy worlds and slow-burn romance dominating book charts and BookTok feeds, has done more than sell novels. It has changed what many adult shoppers expect from the products they buy. They want character, colour and story, not the plain, clinical designs that filled the shelves a decade ago.
From shy browsing to confident shopping
For years, buying adult products was something people did quietly and quickly. That is shifting. Readers who swap book recommendations in public are more comfortable talking about what they like, and they bring that openness to how they shop. Creature-inspired sculpts, vivid colourways and silicone finishes that look like collectables rather than clinical devices are now a growing part of the conversation.
What shoppers are asking for
- Design that feels intentional, not hidden away
- Body-safe materials, with platinum-cure silicone and honest material information as the baseline
- Bold colour and fantasy-inspired shapes over plain flesh tones
- Clear, friendly guidance on size, care and safe use
“Fantasy readers already know what they enjoy and they are not embarrassed to say so,” says Emily Conway, Creative Director of Dragon Dildo®. “They have spent years building imaginary worlds around the stories they love, so it is natural that they want products with the same imagination. Our job is to make something that looks good, is made safely and feels fun rather than awkward.”
A growing European audience
Interest in fantasy-themed designs is spreading well beyond a niche crowd. Book communities and social media are introducing the category to new customers across the UK and Europe, and independent brands are responding with distinctive designs and clear safety information. The lesson for retailers is simple: adult shoppers want to be treated as people with taste, not as an embarrassing afterthought.
Readers who want to see how this crossover looks in practice can browse the fantasy-inspired range from Dragon Dildo®, a brand built around fantasy storytelling and body-safe design.
Whatever you buy, choose retailers who are open about materials and care. Look for platinum-cure silicone and clear cleaning guidance before you buy.