London Drugs is literally buzzing as customers discover a surprise product they didn't see in the weekly flyer. For the past three months, select store locations have been discreetly selling vibrators in what the manufacturer claims is a first for mainstream Canadian drugstores.

Play Personal Massagers, the brainchild of condom brand Durex, are currently being sold in B.C., Alberta, Saskatchewan and Manitoba, with plans to expand into Eastern Canada. The risque product was designed to meet what Durex calls a "substantial demand" for good vibrations in Canada's bedrooms.

"I think this really reflects that times and attitudes have changed today," says Stephanie Mitelman, Durex spokeswoman and certified sexuality educator. "Men and women are more comfortable with these types of products and would like a more comfortable environment to purchase them in."

According to the 2004 Durex Global Sex Survey, nearly 40 per cent of Canadians own a vibrator, compared with just 27 per cent worldwide. Ownership reaches 51 per cent among those aged 25 to 34, then climaxes at 61 per cent with the 44 to 55 set. Adult Video News, a trade magazine for the adult entertainment industry, claims sales of sex toys have climbed 25 per cent annually over the past five years.

"What this shows is that people are more interested in products that enhance their pleasure and will enhance their experimentation," says Ms. Mitelman.

In terms of shelf placement, London Drugs appears to be treating Durex's massagers as bona fide sexual aids. All three models are currently stocked in the condom aisle, far from the medical massage devices.

The line's presentation is decidedly low key, from simple packaging to euphemistic descriptions used on each of the boxes. But one glance at the electronic devices -- not to mention the accompanying line of lubricants -- leaves little question as to what they're designed to massage.

"We're calling them personal massagers, but they do operate as vibrators," says Ms. Mitelman, hastening to add that they're "very classy products."

According to Durex, London Drugs has yet to report any customer complaints, and sales to date have exceeded expectations.