Sex toys went on sale in a Japanese department store for the first time on Aug. 22 when a special area targeted at women opened at Daimaru Umeda here. The discreet area for the products, known as "adult goods" in Japan, is on the fifth floor among space selling clothes for women in their 20s and 30s. Fenced off and measuring about 23 m2, it contains about 20 kinds of products for women produced by Tokyo-based sex aid maker Tenga, as well as two types of liquid soap. Tenga's female employees, who have professional knowledge of the products, are serving as sales staff in the section. Male customers can also buy products there. In Japan, sex toys are usually sold in adult shops or through the Internet.