The "car keys" part of the original post's title lured my attention. Luckily, the son who saw it was the 4 mos. old in my arms, not my 5 yr. old watching Buzz Lightyear. That was very poor taste for a public setting. IMHO
"My guidelines are "would I want my 7 and 11 yr old kids to see/read it ?""
Um, that all depends... are the 7 and 11 year old kids boys? If so, I can assure you, they've already seen it. Me and my brother got kicked out of the local grocery store for looking at the mags on the top shelf. That was before those darned plastic bags. My brother corrupted me EARLY.