Our bovine friends are set to get a little more excitement in the milking shed as farmers at Fieldays flock to a stall selling "sex toys" for cows.

But don't get Daisy too excited.

The toys are designed to be inserted into an intimate area and send electrical pulses into the muscles of the animals to make them easy for farmers to work with, Technipharm stall attendant Cindy Pizarro said.

"It goes in their butt and it has an electrical pulse in it . . . it just makes them nice and calm so you can trim their hooves," she said.

Technipharm CEO Harmen Heesen said advertising the devices as sex toys was a "cheeky" way to turn a few heads.

"Sex sells so, hey, it works," he said.

Although it would be fair to assume the tongue-in-cheek sign would attract a bunch of frat boy jokes, Mr Heesen said it was the women who had been the most amused.

"It's probably the most photographed sign at Fieldays," he said.

"It's surprisingly mainly the girls who stop and snap a picture of it."

A touch-test of the product revealed that the electrical pulses were nothing to write home about - a slight tingle similar to pins and needles would be the most accurate description.

Mr Heesen said this was just enough to act as a muscle relaxant for cows which allowed farmers to work closely to the animals without fear of copping a hoof to the face.

Mrs Pizarro said as the site also sold castrators (complete with a handy bottle opener on the end), there had been some confusion over whether the advertised "sex toys" were actually pleasurable at all.

"Most people come and see that sign and think it's the castrators," she laughed.

And it's not just the cows getting all the action - there is also a smaller device which can be used on goats.

The happiness of your stock does carry a pretty hefty price tag - $1500, or $1300 if you purchase at Fieldays - but Mrs Pizarro reckoned it was worth it.

"They're not a cheap device," she said.

"The people that have them love them."

Fairfax NZ