We all know that Philips pretty much leads the way when it comes to innovative lighting solutions and glowing TVs but now the company is aiming to bring some of its tech wizardry to the sex toy arena. Specifically the Warm Intimate Massager, described as a ergonomically shaped vibrating device to get folk in the mood. Or, for her to finish the job you fell asleep during. The device is the first small step into this arena for Philips and, considering that it's about to go on sale in Boots, Selfridges and Amazon.com, it's a potentially huge step that could take sex toys out of the grotty, black-fronted porn stores and into the living room. It's also a big risk.As you can imagine, this is a minefield that Philips has carefully considered and is hoping its tastefully constructed advertising push will keep the mainstream consumers on its side. The devices - there are two - are aimed at middle class couples who are all up for a bit of massaging but are put off by the typical sex toys and their outlets. The devices are non-penetrative, which Philips hopes will soften any outcry and help sell the product to the masses along with their face creams and nail polish. The Warm Intimate Massager and Dual Intimate Massager [double rubbing action] cost £60 and £90, respectively. Sadly, unlike Philips' super-cool Aurea TV, they don't glow. Not even a little bit. Check out a video of the devices from the gals at Shiny Shiny below.-Martin Lynch sex philips toy