A new business advertising itself as North America’s first sex doll brothel—where customers can pay to have sex with high tech, silicone models—is slated to open early next month, in a low-key strip mall plaza in Toronto’s north end.

On September 8, Aura Dolls, which will be open 24 hours a day and seven days a week, will make its grand début at a small shopping centre near Yonge Street and Shepherd Avenue, taking over an old tanning spot next to a massage parlour, dry cleaner and nail salon.

VICE Canada– The Aura Dolls website is purporting to be “North America’s first known ‘brothel’ that offers sexual services with the world’s most beautiful silicone ladies,” a claim rival businesses, like Toronto’s lesser-known KinkySdollS, have refuted on social media. Its vision is to offer “an exciting new way to achieve your needs without the many restrictions and limitations that a real partner may come with.” Comparable brothels have already opened in other parts of the world, like in Europe, where some people have raised concerns over the role these brothels might play in the dehumanization and objectification of women. The owners of Aura Dolls, who’ve chosen to remain anonymous, initially got their idea after a visit to Japan (according to Clare Lee, their marketing director), which are becoming increasingly popular across the country.

The dolls are intended to fulfill male fantasies, even violent ones

Lee also told CityNews she is aware of the concerns in other parts of the world where sex doll brothels have already opened up. “At the end it’s just a doll. I see it more as a way for men to fulfill their fantasies,” she says. “We try to focus on the fact that since we have this service, for men who have these dark, violent fantasies, instead of putting out the urge to act aggressively, they can do something like this which is safe for everyone.” Premium Porn is hooked up to TVs so customers can choose what they want to watch while inside. A spokesperson for Aura Dolls told VICE cities can benefit from doll brothels, as the company believes they “help lower crime rates related to sex, improve sex life in marriages, and most importantly give everyone, men and women a way to explore their sexual desires in a safe non-judgemental way.”

There are six dolls to choose from

The Aura Dolls website has a selection of six lifelike, humanoid dolls, each equipped with its own online profile complete with a name, photo and description on the company’s website. Among them is the dark-haired Anna, who is advertised as being “busty, romantic, and spontaneous,” and Scarlett, a blond, who is simply “The Absolute American Dream.” Aura Dolls refers to its workers (???) as being “Classy, sophisticated, and adventurous ladies” who are “curated for the discerning gentlemen.” The company says their dolls last about six months, and customers are permitted to do whatever they want to the dolls within reason—so long as it isn’t violent or disturbing. (Aura Dolls has also had requests from women for male dolls and is looking to add them to their roster.)

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Um, ok.

Thoughts?