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In the UK, the use of sex toys is believed to help develop a healthy and positive relationship with partners. The belief that the older generation has a lower sex drive is not common in Britain, a majority of the population from 45 years to 54 years have admitted to using sex toys. The mass merchandisers segment is expected to witness the fastest growth over the forecast period.

The term sex toy can also include BDSM apparatus and sex furniture such as sex swings