'Fifty Shades' sex toys hit Target | EW.com

Movies | Fifty Shades of Grey

Target defends selling 'Fifty Shades' sex toys: Your safe word is 'bullseye'

Attention Target shoppers, check out the display of bondage gear in aisle 12!

The nation’s second biggest general merchandise retailer is raising shoppers’ eyebrows – and possibly their wrists above their heads – by carrying a line of Fifty Shades of Grey sex gear. Items from “The Official Pleasure Collection” include the Fifty Shades Yours and Mine Vibrating Silicone Love Ring (“the silicone ring stretches to accommodate his girth,” the description assures) and the No Peeking Soft Twin Blindfold Set (“take it in turns to sink into submission”).

The bullseye-hitting products are available on the store’s website and in what the company calls the “adult health area” of its stores. What arguably makes the Fifty Shades products a bit unusual for a family based retailer – compared to, say, selling lube and condoms – is the title’s strong association with hardcore S&M.  

Also, this photo going viral, below, suggests at least one store put the Fifty Shades disply next to the childrens’ toothbrushes. Thankfully, Target’s press office wasn’t too tied up to respond to our inquiry: “Our stores are carrying a limited assortment of the merchandise. It’s worth noting that it is not exclusive to Target and we directed stores to place the display on a back cap (which means the back of an aisle, not the main aisle facing part) in the adult health area of the store.”

UPDATE: A woman has sued a Fifty Shades sex toy product for being “ineffective”: We have questions about this