We have long since moved past the times where sex toys are spoken about only in hushed tones after a few glasses of wine or, worse yet, during those awkward sex education classes at school where everyone tries to nick them afterwards.

The wheels were already in motion when E.L James came along, wrote ’50 Shades of Grey’ and sent sexually repressed women the world over into a frenzy. Suddenly, interest in playing a little naughty in the bedroom went through the roof and it’s ‘rubbing off’ on one industry in particular.

Ann Summers, the hugely popular chain of adult stores in the United Kingdom, has seen profits rise by more than a quarter since 2011. Passionfruit.co.za, South Africa’s leading online adult shopping site, has experienced a similar increase in sales with Channel 4 in the UK even airing a documentary on how the books have transformed an industry and sparked the sexual imaginations of millions.

“Activities such as role-play and BDSM (Bondage and Discipline, Dominance and Submission) have become acceptable thanks to 50 Shades,” says George Masche, co-founder of Passionfruitco.za. “Kinky is in and, as a result, many couples who were playing around with the ideas of role play or something a bit saucier, can now experiment and have fun without any negativity attached to their sexual preferences”.

Buying your kinky kicks can be a little daunting first-time around but Masche recommends starting off with some of the ‘naughty but nice’ toys. The Submit To Me Bondage Kit is very popular, with the Sensual Touch Massage Oil also proving a hit with South African audiences.

For the more adventurous out there Passionfruit.co.za carries something for everyone, providing a 100% secure and private shopping experience to indulge your every fantasy.