In the p.c. enclave of hipster Brooklyn, New York, residents are hardly batting an eye over the opening of a new kind of sex shop.

The high-design Babeland shop, which sells itself as being “kid-friendly,” doesn’t exactly scream sex though.

Unlike the older sex shops, which are dark and dingy, the Babeland store has upbeat music, well-dressed saleswomen and infant changing tables — marketing itself as a fun place for couples to shop. It’s part of a growing trend that has been spreading from Louisville to Los Angeles in an attempt to take the sleaze out of this part of the sex industry.