CONCERNED parents and residents protested outside a new sex shop on Dublin's northside this morning.
More than 30 people assembled outside the Play Blue shop on Richmond Road, which is around 50 metres from a primary school.
Led by local councillor Noel Rock, the protesters handed a petition to the shop's co-owner Richie Cullen.
Cllr Rock said that he hoped the owners will bow to "overwhelming" community pressure to reconsider the location of the adult store.
The shop is due to open today for the first time.
Robert Doyle, who owns the Playblue.ie brand along with Mr Cullen previously defended the store.
"A poster for 50 Shades of Grey in a shop would be much more explicit than we are," he said.
Meanwhile, Mr Cullen promised that the shop will be discreet.
“We don't even use the word sex anywhere - the only thing that would be written on the shop would be 'adult store' and that is it,” he said.
They also said that children won't be allowed into the store.
However, Cllr Rock this morning said locals still have concerns about the presence of the shop so close to a primary school.
"I think no matter how discreet things are, if you have a sign on the door that says ‘toys’, right opposite a school, there’s rightful cause for concern,” he said.