It might surprise some to learn that the very name 'Harlequin,' now synonymous with a certain kind of romance novel, once stood as a bastion against explicit content. For decades, Harlequin Enterprises, a giant in the genre romance world, categorically refused scripts that contained any hint of sex. This might seem a world away from the contemporary romance we often see today, which has, at times, been labeled as little more than 'soft porn.'
Interestingly, Harlequin's long-time partner, Mills and Boon, operating across the pond in England and Europe, was actually publishing stories with explicit sexual content as early as the 1950s. The difference lay largely with Mary Bonnycastle, the editor and wife of Harlequin's president. She almost single-handedly enforced a strict code of decency across the North American romance industry for a good twenty years. It wasn't until the early 1970s, after her husband's passing and her son taking the reins, that Harlequin began to embrace the more sensual narratives that were becoming popular.
This shift wasn't driven by a sudden change in moral philosophy, but rather by a sharp business calculation. The sexier, bolder novels were outselling Harlequin's more demure offerings at an astonishing rate. Readers were actively seeking out stories with explicit scenes, and the sweet, wholesome heroines of yesteryear were gradually replaced by the more sensuous figures we recognize in contemporary romance today. The new leadership, particularly figures like then-president Larry Heisey who had a background in marketing diverse products, saw these paperbacks as commodities to be sold. The goal was to build a powerful publisher's brand, and market data, along with sheer popularity, trumped the decades-old rules Mary Bonnycastle had so diligently upheld.
The story of Harlequin's transformation is deeply intertwined with its relationship with Mills and Boon. Initially, Harlequin was reprinting a variety of genres, but by the 1950s, medical romances, hand-picked by Mary Bonnycastle for their 'good taste,' were carrying the company. She admired Mills and Boon's work and proposed repackaging their medical selections for the North American market. This partnership deepened over time, but it also highlighted the stark differences in their editorial approaches. Mills and Boon's process was far more relaxed, with some authors even complaining that errors slipped through to the final print. Harlequin, under Mary's guidance, was much more stringent.
When Rich Bonnycastle eventually took over the helm, leading to the eventual acquisition of Mills and Boon, the ban on sex in Harlequin romances was finally lifted. The company had held onto its respectable image longer than many others, but once it became undeniable that books featuring explicit content were the ones flying off the shelves, there was no looking back. The market's preference, fueled by a desire for bolder narratives, ultimately dictated the evolution of the Harlequin brand, shaping the lines that define it today.
