NEWTON, Mass. — Last year , Jamie Leventhal, the chief executive of Clio, a small company that makes devices like personal hair trimmers, got a call from a buyer he knew at Walmart.

“What do you think of sex toys?” Mr. Leventhal said the buyer had asked him.

It was a bit of a surprising question from a retailer known for its buttoned-up corporate culture. But Mr. Leventhal knew that Amazon and other retailers were having success selling adult products and that there was money to be made. So did Walmart.

Now, 45 years after feminists started selling vibrators by mail-order catalog, 20 after the Rabbit toy was praised on “Sex and the City” and in a moment when brands like Goop are espousing “sexual wellness” to women, Mr. Leventhal’s company has created a line of sex toys that are being stocked and sold by Walmart, the largest retailer in the United States.

Clio’s PlusOne line started appearing in 4,300 of Walmart’s roughly 4,700 stores and on Walmart.com in October. Walmart sells the items in stores in every state in the United States except Virginia and Alabama, because of laws in those places. The retailer plans to begin carrying four more PlusOne products in August.