Natalie's Toy Box is a woman-owned and operated business headquartered in Alexandria, Minnesota. Natalie and her daughter, Shae, believe that women will never truly be equal to men until female sexuality is respected and women are not held to the sexual double standard – the belief that boys and men are rewarded and praised for heterosexual sexual contacts, whereas girls and women are derogated and stigmatized for similar behaviors.

The duo decided to shine a positive light on female sexuality by promoting another healthy, male-accepted behavior: masturbation.

Like a Kitten was born as a fun and creative way to empower women to own their bodies and to be strong in all aspects of their lives. Natalie and Shae want women to become comfortable exploring their sexual nature and to erase the stigmas, the secrecy, the taboos, and become more vocal about what they want, need, and expect as sexual beings. Their mission is to help women open up and push the boundaries – whether those boundaries are imposed by self, media, or culture.