Police are investigating a fire that gutted a 'marital aid' shop in inner Sydney, NSW fire and rescue reported.
About 40 firefighters fought the blaze at adult store The Den in Oxford St, Darlinghurst, just after 12pm on Thursday.
Crews worked for more than an hour to contain the fire in the shop, and 50 people were evacuated from the premises and adjacent buildings.
"The fire was located in a marital aid shop. It sustained extensive damage to contents and the building itself," Fire and Rescue NSW spokesman Superintendent Ian Krimmer said.
"The site has now been handed over to police for their investigation"
Thick smoke filled the street and west-bound traffic was diverted until 3.30pm.
Early reports sparked the wit of Twitter users.
"Darlinghurst sex shop fire: witnesses report that the blow-up-doll in the store looked surprised." blogger Jo Thornley wrote.
One man was treated at the scene for minor smoke inhalation but no one was seriously injured.
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