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Firebox logo color.png
Firebox website.png homepage
Web address

"...we don't stop playing because we get old;

we get old because we stop playing."
Commercial? Yes
Type of site Online Retailer
Registration Optional
Available in English
Created by Michael Smith and Tom Boardman
Launched June 1998
Revenue £14.4m in 2010[1]
Alexa rank negative increase 21,177 (April 2014)[2]
Current status Online is an electronic commerce based in London, England, that was created in 1998 as, an internet retailer founded by university friends Michael Acton Smith and Tom Boardman.[3] Their inventory covers many different products from baby toys to high-tech gadgets.


Two friends in college, Michael Acton Smith and Tom Boardman decided that they had a good idea for a new drinking game – the Shot Glass Chess Set. The idea prompted them to create a completely online company where people could purchase this and other obscure but “cool” products. The idea was to create a site where the public could meet with original and interesting products. They began in Cardiff, Wales as, then in 1999 moved to London and relaunched as [4]

Recently launched a US site and has set up a US-based distribution center.

Michael Acton Smith is also the founder of Mind Candy makers of Perplex City, an alternate reality game based on puzzles, a missing artifact and a fictional city. In 2008 Acton Smith also launched Moshi Monsters, an online game/social networking site for pre-teens which grew to over 4 million users by July 2009.[5]


  • Gifts
  • Gadgets
  • Toys
  • Games
  • Firetots
  • Lifestyle
  • Design
  • Technology
  • Geek
  • Eco-friendly
  • Retro
  • Experiences
  • WTF - What the firebox

Most of the products sold on are skewed towards people who are into obscure or abstract items that are unique and hard to come by otherwise.[6] The site states:"We're very selective though - so only the most original, most exciting products get picked."[7]

External links[edit]