SWEDEN — Say what you will about the Swedish model of Socialism, it’s not launching a campaign against obscenity or trying to ban sex toys. In fact, recent changes in what can be purchased at state-run pharmacies indicates that the Swedish government considers a hearty sexual appetite to be part of a healthy lifestyle. Just in time for spring, the Apoteket pharmacy chain will begin selling sex toys. “We are aware that sex is a very important part of everyone’s life,” Apoteket representative Elisabet Linge Berman explained to The Local. “It is important to help people in this area and there is a certain demand for the products.”

Starting in May or June, 50 of Apoteket’s stores will launch a one-year sex toy sale trial throughout the country, something customer surveys have indicated is a natural fit for consumers.

“We will sell massage oils and dildos,” Linge Bergman continued, listing the two most sought after items by survey respondents. “We can’t say anything more yet.”

Although the pharmacy chain has not revealed what future items it will carry, the Swedish Association for Sexuality Education (RFSU) both cooperated with Apoteket on the development of last year’s survey and was responsible for the development of the toys to be carried. Initially, shops will carry “massage sticks” and oils because they are more “secure and anonymous” for purchasers.

Linge Berman contends that the Apoteket state-run pharmacies are an excellent place for erotic toys to be sold because the citizenry has faith in both it and RFSU. “We are seen as good trademarks that can guarantee quality,” she told The Local.

Further explaining the government’s goal with the sales via an official statement, fellow representative Eva Fernvall says that, “We want to de-dramatize the use of sex help tools and help people to have a better sex life – with or without a partner. We know that a good sex life is important for well-being and health, and Apoteket sees this as an important part of a wider selection of health-related products and services.”

Do you hear that, Alabama?