A plush stuffed toy bear company is appealing to “kidults” with an adults-only line for its Valentine’s Day promotion.

Build-A-Bear’s new “After Dark” collection features suggestive stuffed animals, including the “Doc Love Lion” bear with a Hugh Hefner-style robe and the “Devilishly Cute Teddy Bear ‘You Turn Me On.’” The “Giant Devilishly Cute Teddy Bear” is described as “devilishly adorable” with “red hot fur, black horns and plush spiked tail.”

“These Valentine’s gifts are designed to delight a partner with a playfully romantic gesture, make a Galentine smile with a cheeky message, or induce a blush from your crush over a plush,” Build-A-Bear said in a news release promoting the collection last month.

The company’s release added, “Largely an adult-to-adult giving holiday, Valentine’s Day is a perfect time to consider Build-A-Bear for a surprising, unique statement to make your recipient ‘LOL.’”

“What a disgusting move for your company,” a woman wrote on Instagram.

Other fans of Build-A-Bear chimed in.

“This isn’t new and isn’t very risque at all,” another person reacted on social media.

“Wow, Roar Hefner is on sale that’s awesome. I’m 31 and I love the brand,” a fan of the brand said on Instagram.

Many fans and the stars of the television show Impractical Jokers said the show “did it first” in a satirical sketch about dressing stuffed animals in provocative outfits.

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The company’s CEO reportedly insists that Build-A-Bear is only evolving the way “people want” as its older, more nostalgic client base of former children are now grown-ups looking for comfort and collector’s items.

“Build-A-Bear’s intention is always to be an upstanding, appropriate, guest-facing brand,” CEO Sharon Price John said to the Wall Street Journal in response to criticism.