The name "interesting and delightful" toys is a good one! It's accurate, non-judgemental, and straightforward.

I'm in a small town in the UK, and my local supermarket has been stocking a range of sex toys for a couple of years now. There's a choice of maybe 10 or so; all quite "vanilla", but it helps to normalise the notion of women in particular enjoying sex. Otherwise, the only sex shops I've been in here have been curtained off and had the feeling of being naughty or seedy. Like it's deviant or shameful.