Each September, Bi Visibility Day reminds us that bisexual people deserve inclusion, recognition, and celebration. Although they make up a large percentage of the LGBTQIA+ community, bi+ people commonly face stereotypes or pressure to “pick a side”. With bi+ identities often being overlooked, this day is an opportunity for brands and advocates in the sexual wellness world to spotlight bisexual experiences and challenge this stigma. For our client Sextoys.co.uk, it’s a way to raise awareness by providing the tools for self-expression and exploration. This year, Sextoys.co.uk partnered with bi activist and sexuality and gender specialist Mark Cusack, as well as influencer partnerships.
A Little Leaf Agency, we’re proud to see our client take a leading role in important conversations like this and to help them launch a multifaceted campaign that blends storytelling, strategic partnerships, and a curated shopping experience designed for bisexual people. Here are the ways that the UK adult retailer combined education with pleasure for a more empowering Bi Visibility Day 2025.
Expert voices: Mark Cusack leads the conversation
A partnership with a bisexual activist and sexuality and gender specialist was central to the campaign this year for Bi Visibility Day. Mark worked closely with the Sextoys.co.uk team to provide authentic and practical guidance for the campaign. In his guest blog for the retailer, Bisexual Men: How To Unlock Your Deepest Pleasure, Mark shared advice on how bisexual men can embrace and explore their desire without shame. In the post, he discussed the importance of communication, overcoming bi+ stigma, and using sexual wellness products as tools of self-discovery.
The blog is an invitation for bi+ men to embrace their sexuality and enjoy sensation without limits; it speaks to Sextoys.co.uk’s broader mission of providing pleasure products not only as gadgets but as a gateway to acceptance, empowerment, and confidence.
Starting conversations in DIVA Magazine this Bi Visibility Day
Representation goes further when it enters conversations in the mainstream. To coincide with Bi Visibility Day, Sextoys.co.uk contributed an op-ed for DIVA Magazine, a leading LGBTQIA+ publication with a focus on bi+ and non-binary voices and audiences.
The piece, titled The Reality of Bisexual Erasure and How to Empower Yourself This Bi Visibility Day, discusses how toys can act as an ally in reclaiming your pleasure and autonomy as a bi_ person, reframing toys as a tool for identity exploration and resistance, and not just physical pleasure. This op-ed positioned the brand not just as a retailer but as an advocate for inclusive and holistic wellness.
Cusack, a spokesperson for the brand, contributed a quote, noting, “Discovering what feels pleasurable to you is a fundamental step in the journey towards embracing your sexuality. Using toys can open so many doors, especially for those who want to explore things that lie outside the hetero norm. For bi people, they can allow us to broaden the range of sensations and roles we can enjoy, whatever the gender of our partner/s.”
A curated landing page for bi+ desires
To bring more tangible impact to their campaign this year, Sextoys.co.uk created a uniquely curated landing page spotlighting bisexual-friendly products: For the B – Sex Toys and Supplies for Bisexuals. The page, filled with staff and customer favorites, included thoughtful product picks that speak to the various ways bisexual people can explore pleasure.
You can find some of their top picks here:
Classix Double Whammy – £35.88
This beginner-friendly double dildo is ultra flexible and comes in bright colors.
Kama Sutra Activity Book – £15.28
Erotic coloring books can be an approachable way to explore pleasure this Bi Visibility Day if you’re not ready for sex toys or are looking to try out a new avenue of arousal.
Fascinator Birdi Sex Toy Strap for Wedge and Ramp – £52.41+
This super versatile toy mount can accommodate a range of toys, from strokers and wands to flat-base dildos and vibrators. It can also double as a position enhancer during partnered sex without a toy.
A callout to the curated guide on Instagram
Collaborative posts on social media are a great way to expand the reach and spread the word on campaigns. You can learn more about the partnership between our client and Mark Cusack at this collaborative post on his Instagram page @notdefining, where he discusses the custom bundle of toys that he curated for sextoys.co.uk for bi+ men in his blog post.
