London, Sept 14 : A 'tasteful' range of new generation sex toys is being designed for middle-aged couples.
And the brain behind 'Relationship Care' is Dutch multinational Koninklijke Philips Electronics (Royal Philips Electronics).
The company said it would launch the range in Selfridges and Boots stores.
Jayson Otke, a Philips spokesman, said the products are designed to enhance couples' sexual well-being, and are specifically target the hitherto "neglected" group of sex toy users aged between 35 and 55.
Otke said the three new products will be called collectively the Intimate Massage Range, consisting of the Warm Intimate Massage, the Warm Massage and the Intimate Dual Massage.
"They are attractive to look at, targeted at the over-35 market, designed like beautiful stones with contours that vibrate and in a tasteful purple case," Telegraph quoted him, as saying.
"You would not be embarrassed to leave the product in full view of the family. The products are marketed for couples, are none-penetrative, not phallic shaped and are not meant to replace the partner but to enhance the sex life of both partners," he added.
The company is so confident about its new venture that it is predicting a 70 million euro profit in its first 12 months of trading.