Plans for Crows Nest sex toy shop, Shades of Play, lodged with North Sydney Council

Plans to open a “Shades of Play” shop near a children’s bookstore have ruffled feathers, with locals fearing it could ruin the “warm village atmosphere” of a north shore shopping precinct.

A proposal to open a sex toy shop in the Crows Nest town centre has ruffled feathers among local business owners, amid concerns the store could ruin the “warm village atmosphere” of the north shore shopping precinct.

A former linen and manchester shop on Willoughby Rd would be converted into a new retail outlet, selling adult toys and sexual wellness products, as part of a $55,000 proposal that has got many local residents and shop owners talking.

While the local North Sydney Council is yet to approve plans for the store – called Shades of Play – external pink advertising has already been placed on the shopfront.

But several nearby residents and shop owners have strongly opposed the location of the store amid concerns over the impacts it would have on the town centre’s village vibe.

In a letter to the council, the owners of the nearby Our Medical Crows Nest clinic said it was “quite confronting” that “permission was being sought” for a sex-themed premises in the locality.

The store is planned to operate on Willoughby Rd.

The submission stated the store could shatter “the warm village atmosphere and aesthetics” of the leafy streetscape.

“Our Medical Crows Nest, like all medical centres, is a family medical centre centre with children present – the confronting image of a retail sex shop next door is not the image (we) want presented to children that are easily impressionable,” the submission states.

A picture of the store, lodged with the local council in a development application.

Also opposed is Annette Bugden, the director of a company that owns a shop directly next door to the proposed adult-themed toy shop.

“Having a street-level business which sells adult sex toys is an unsuitable business for Crows Nest, which is a family-oriented suburb,” she wrote in a submission to the council.

“North Sydney Council has spent tens of thousands of dollars beautifying Willoughby Rd, promoting it as an outdoor dining area and creating a village feel.

“Allowing a restricted premises to operate on street level with shop frontage on Willoughby Rd is incongruous and at odds with council’s plans.

The store has yet to be determined by North Sydney Council.

“Please do not degrade Willoughby Rd.”

Resident Paul Jones has also raised concerns over the store’s signage, noting it was visible from a children’s bookstore called Constant Reader.

Jay Lansdown, the bookshop’s owner, said multiple customers had mentioned the proposed store, with mixed feedback.

“Personally, I’m not against a business operating like that in Crows Nest as long its visibility is appropriate and (it) is respectfully, taking into account that there are a lot of families in the area,” he said.

Constant Reader owner Jay Lansdown.

“While some people may be very open-minded, others might feel it’s inappropriate and I think it could probably excite some uncomfortable conversations.”

This masthead attempted to contact the owner of the proposed store but did not receive a response prior to publication.

It is understood the store is accepting online orders as it waits for its development application – lodged with the council back in October – to be determined.

In its plans, Shades of Play stated it operated 25 retail stores in NSW and Queensland, and the new store in Crows Nest would have a “minimal impact on the locality and amenity of surrounding properties”.

The plans stated the store would meet rising demand for “adult toy purchases, which boomed during the Covid-19 pandemic”.

“It will provide an additional niche shopping/retail choice for visitors, workers and a fast growing local resident population so they do not have to travel out of the locality, reducing traffic pollution and congestion,” the plans stated.

North Sydney Council in a statement said it has received “multiple concerns about unauthorised signage” on the premises and issued a development control order to the property owner in September to remove the signs.

A council spokeswoman said the proposed store will be determined by the North Sydney Local Planning Panel.