Used as an exclamation when one discovers or realises that one has an itch anywhere upon their body. It does not have to relate to the private parts.
Dude that woollen jumper has given me itchy bits!
I have itchy bits! (to be exclaimed loudly in a public place)
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When ya balls is all itchy and/or chaffing.
Come over here and scratch my itchy man bits.
My itchy man bits are so sore.