Cotton On’s sex toy move sparks bizarre backlash

While Cotton On’s decision wasn’t anything new, it still drew “pearl clutching” comments from some shoppers who were not on board.

Years ago buying a sex toy meant ducking into an adult shop incognito and emerging with your purchase in a brown paper bag.

Today, things couldn’t be more different with mainstream retailers like The Iconic, Priceline and now Cotton On all selling a range of sex toys.

Go on Instagram and you’ll find influencers spruiking their favourite vibrators online — Abbie Chatfield even has one named after her.

Cotton On first announced it would be selling a range of sex toys and vibrators via its online store back in February.

But it was posts to the brand’s Instagram and Facebook on Wednesday that drew ire from some shoppers.

Featuring two photos of its sex toy range the caption on Facebook read: “Treat yourself. Text your BFF. Yes, we’re serious.”

In the comments on Facebook and Instagram, the vast majority of shoppers applauded Cotton On for its “destigmatising” post on sex toys.

“Such a good idea! Self pleasure shouldn’t be a taboo subject. Good job Cotton On.” one commented.

There's a lot of pearl-clutching in the Cotton On comments.

“Well hello Cotton On,” another pleased customer remarked.

“Not only my fav clothes to wear every dam day, now this,” another commented on Instagram. “Yasssss Cotton On.”

While it shouldn’t be surprising that adult shoppers can buy adult sex toys from a retailer whose primary target market is adults, some customers still took issue with Cotton On selling them and then advertising them on Facebook.

“My 14-year-old has got you on her Instagram and more than likely would have seen these along with many other teenagers,” one mum wrote.

“I think it’s a terrible move to sell this under your brand where children’s/youth items are sold.

“I’m all for sexuality and purchasing these products if it’s what you like but as an adult not teen.”

Others agreed, saying it was “seriously ridiculous” that a store that sold children and teenager clothing also sold the X-rated toys.

The Cotton On website makes sure no one can accidentally stumble onto the page.

“My 10-year-old daughter loves shopping at Cotton On!” one concerned mum wrote.

“A shop that sells kids clothes shouldn’t sell this stuff,” another shopper claimed.

Other customers leapt to Cotton On’s defence, dismissing the concerns as “pearl clutching”.

“Self pleasure shouldn’t be a taboo subject. Good job Cotton On,” one wrote.

“People complaining how this will be seen by kids etc yet haven’t noticed it already being out for a while till they posted,” another said.

“️Healthy sexuality shouldn’t be a taboo topic but an opportunity for valuable life lessons and safety.”

In response to the social media reaction Cotton On said they “understand that our online customer is made up of all ages, and not everyone will be interested in the Self Love product range”.

“Since launching this category earlier this year, our emails to customers have been carefully segmented and distributed to people 18 and over,’ a spokeswoman told news.com.au.

“Further to this, our Self Love products are built into a hidden experience on the website, so customers must choose to opt in to this part of our online store.

“Before landing there, they will also be presented with a web pop-up with a content warning to give their consent to explore and shop the range, or return back to the homepage.”

Cotton On’s range of sex toys and vibrators are only available via its website under its “self love” section.

Before shoppers can view the retailer’s sex toy collection, which includes Abbie’s Vush vibrator, they must click “yes” in response to a question asking if they are “sure you’re comfortable” as “the following pages contain sex-related products and sexual wellness information”.

The range includes Abbie Chatfield's Vush vibrator.

While the retailer sells clothes for children and teenagers, its primary target market is adults aged 18 to 30.

Cotton On’s decision to stock sex toys was met with a “huge positive response”, the brand said in a statement to The Daily Telegraph back in February.

“We invite everyone to explore what self love and pleasure means to them. We know it’s personal,” a Cotton On Body spokesperson said.

Originally published as Cotton On’s sex toy move sparks bizarre backlash