A company that specialises in sex toys has launched the first ever “masturbation booth” in the heart of New York City.

According to a story on Sowetanlive, the pop-up booth – which is called “Guy Fi”- provides a quiet place for New York City men to dash into when they feel the urge to masturbate while at work.

This first Guy Fi is a fixed up old phone booth, which is also fitted with a high speed internet connection.

The company behind the scheme, Hot Octupuss, said it’s move was motivated by a survey which revealed that 39% of men questioned in New York City admitted to masturbating at work.

According to NY Daily News, the booth will "take this habit out of the office and into a more suitable environment designed to give the busy Manhattan man the privacy, and the high-speed Internet connection, he deserves".

Hot Octupuss claims more than 100 men used the booth on its first day on 12 January. It plans additional pop-up Guy Fi booths around Manhattan, other major cities in the United States as well as London.

A representative from Hot Octupuss told Mashable said they aren’t suggesting people should use any old phone booth as a place to masturbate.

"We may be insinuating that these booths could be used in whichever way anyone would like to 'self soothe’, but the brand is not actively encouraging people to masturbate in public as that is an illegal offense," it said.