Mandatory Credit: Photo by REX Shutterstock (4914564a) Ann Summers sex toy ambassador Dr Christian Jessen visits Ann Summers head office for a Live Twitter Q&A session to celebrate the Launch of the 'Moregasm' toy range Launch of the 'Moregasm' toy range, Ann Summers head office, London, Britain - 24 Jul 2015 A nationwide survey of by Ann Summers discovered that Brits - particularly men - still feel that there is a stigma attached to sex toy use. Leading erotic and lingerie retailer, Ann Summers, discovered that nearly half of Brits (48%) feel too 'embarrassed' to talk about sex toys with their partner and friends. A whopping 70% of men admit they feel 'embarrassed' talking about using sex toys with friends or their partner (particularly male sex toys) and think there is a 'stigma' still attached. Over half (52%) claim that the common preconception of male sex toys paints a picture of them being 'smutty', 'dirty', 'desperate' and 'against the macho stereotype'. In comparison, only 21% of women admitted to feeling shy talking about using - or purchasing - a sex toy.