`You would not be embarrassed to leave the product in full view of the family,` a Philips spokesman said.
A range of 'tasteful' sex toys aimed at middle aged people are being launched.
Electronics brand Philips says its new 'Intimate Massage Range' of products look so innocent, buyers will be able to leave them out in view of friends and family.
The company expect the products - aimed at couples between 35 and 55 - to become one of their big sellers.
Philips spokesman Jayson Otke said: "They are attractive to look at, designed like beautiful stones with contours that vibrate and in a tasteful purple case.
"You would not be embarrassed to leave the product in full view of the family. The products are non-penetrative, not phallic shaped and are not meant to replace the partner but to enhance the sex life of both partners."