Health and beauty retailer Superdrug is to start stocking Ann Summers sex toys in its stores as the erotic retailer becomes more mainstream.

Products such as the Rampant Rabbit vibrator, Jiggle Balls and novelty items such as milk chocolate body paint will be stocked within Superdrug’s sexual health and wellbeing section in-store and on its website.

The tie-up is the latest move into the mainstream for Ann Summers which last year started selling on Littlewoods-owner Shop Direct’s websites.

Ann Summers brand director Fiona Davis said: “We are very excited about this new business partnership with Superdrug, and the fact that customers will now be able to pick up their cosmetic essentials, as well as a little something exciting for the bedroom.”

Davis said that since erotic novel Fifty Shades of Grey had catapulted to worldwide success, its sex toys sales had “shot through the roof” and the Superdrug tie-up would make its products accessible to a wider audience.

Superdrug head of health Melanie Wilson said: “This new range will give our customers the chance to browse and buy this product category in a comfortable and convenient environment, both in store and online.”  

The range will be available in 25 Superdrug stores and online from March 27.

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