Considering how Philips has been putting the screws to adult companies for years on DVD royalties, it seems only fitting that they take this next step.

AMSTERDAM, Netherlands — Royal Philips Electronics has introduced a new foreplay product for couples, the first in what the company says will be a lucrative line of sex toys.

Philips’ “Intimate Massager” will initally be available in the UK before it is launched in the rest of Europe.

The product, the “Intimate Massager”, will first be sold in British stores including the pharmacy chain Boots, as well as through the Amazon.co.uk web site.

Philips is known better as the world’s largest lighting manufacturer and a major player in flat screens, ultrasound machines, and electric shavers.

The company says it believes the European market for sex toys is €280 million ($390 million) per year and growing rapidly.

The “Intimate Massager” resembles a vibrator but is oblong and crafted to fit easily in the palm of a hand.

Philips said Thursday the product will be sold throughout Europe next year.