The Family Planning Association is taking an enterprising approach to income generation by opening its own online sex shop

Sex toys may not be top of most 85-year-olds' birthday wish lists, but they are for sexual health charity the Family Planning Association (FPA).

It has decided to celebrate its 85th birthday this year with the launch of the UK's first charity sex shop.

FPA Pleasure sells a range of sex toys for men, women, couples and beginners alongside condoms, dams, lube and essentials (batteries). Sex toy prices start at just £6.99 and charity hopes the shop will both make money and break the taboo around sexual enjoyment.

As well as selling products, the site features articles and blog posts with information and advice on a range of sexual health and wellbeing topics. A proportion of the shop’s profits will be ploughed back into FPA’s work around the UK – educating, informing and campaigning on sexual health issues.

The site was launched by Embarrassing Bodies star Dr Dawn Harper.

She said: “Enjoying sex is an important aspect of human pleasure and can be key to a person’s overall wellbeing. There’s no reason it should be a source of embarrassment or shame.”

"One of the great things about FPA Pleasure is its inclusiveness. As a society we don’t talk enough about enjoying sex when you’re older, going through menopause, when you’ve just had a baby, if you have a disability, are recovering from a life-changing illness or have been raped or abused."

FPA’s chief executive Natika H Halil said the decision to open the shop was made for financial reasons.

“Like many charities in recent years, we have experienced cuts to some of our traditional revenue streams," she explained. "FPA Pleasure is one way in which we are looking to support the aims of the charity through more entrepreneurial means.

“It’s a win-win situation that can both support people through the shop with trusted information and advice, and plough profits back into our wider work across the UK.”