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Firebox logo color.png
Firebox website.png homepage
Web address
Slogan "Not For Everyone."
Commercial? Yes
Type of site
Online Retailer
Registration Optional
Available in English
Owners Michael Smith and Tom Boardman
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]