Sex toys, vibrators becoming common place at big box stores

DETROIT – Stores which have long been considered family friendly are now selling sex toys which were once only found in adult stores.

According to USA Today CVS, Walgreens, Kroger, Safeway, Target and Walmart are among major national chains that now include vibrators on store shelves.

Condom makers Trojan and Durex are among brands that have expanded product lines to include vibrators, starting with small vibrating rings.

Vibrator sales are increasing, show exclusive data provided to USA TODAY by Trojan. The research is by Nielsen, which tracks UPC-coded items scanned at food, drug and mass retailers, including vibrator rings and handheld devices.

First-quarter numbers for 2012 count 318,840 vibrators (all brands) sold at retail outlets, excluding Walmart. That's $4.4 million worth of vibrators sold, up about 14 percent over the first quarter last year, Nielsen says.