'Fifty Shades of Grey' adult merchandise at Target making some shoppers uncomfortable

RALEIGH, N.C. -- It's "Fifty Shades of Grey" meets family-friendly. The steamy new film targeting adult moviegoers is already targeting shoppers at Target stores.

It hasn't even premiered yet, but merchants are already capitalizing on the "Fifty Shades of Grey" film frenzy. Along with the movie and very adult, even sado-masochistic, book trilogy, there's also a pleasure collection being sold. The items are out at family-friendly Target stores.

"I don't know. I'm at a loss for words," said shopper Ellen Bass.

To the shock of some shoppers, the store is selling specially-marketed massage oil, a blindfold set, lubricant, and a vibrating love ring.

"I would feel uncomfortable if I was walking with my parents and passed that in Target," said shopper Lisa Simonelli.

Some are surprised where the items are on display. At one location, it's shelved right by the shampoo.

"They shouldn't be selling it and if they are selling, they should be selling in the appropriate area of Target," said Bass. "You wouldn't take your child down the aisle with the lubricant or the condoms."

Target stands by the sales.

"As a national mass retailer, we carry a broad assortment of merchandise. The 'Fifty Shades of Grey' products are not exclusive to Target. Our stores were directed to place them on a side cap in an adult health area of the store," said Target spokesperson Molly Snyder.

Not everyone is offended.

"It doesn't like explicitly say 'Look at this. It does this.' It's kind of discrete," said shopper Lindsey Kniffen.

"We don't have no moral objection to it," said shopper Jay Kniffen. "Couples should be able to do whatever they want to do."