We establish convergence properties of sequential Bayesian optimal designs. In particular, for sequential D-optimality under a general nonlinear location-scale model for binary experiments, we establish posterior consistency, consistency of the design measure, and the asymptotic normality of posterior following the design. We illustrate our results in the context of a particular application in the design of phase I clinical trials, namely a sequential design of Haines et al. [2003. Bayesian optimal designs for phase I clinical trials. Biornetrics 59, 591-600] that incorporates an ethical constraint on overdosing. (C) 2008 Elsevier B.V. All rights reserved.