Firebox.com is increasing its presence in the Toy market with the upcoming launch of its Firetots range.
From May 1st the etailer will be specifically targeting new parents, friends and family with a dedicated section on its website to toys and gifts for babies and toddlers, including the retro re-issue of the Fisher-Price Musical TV and the new Baby Shhh, from Tomy.
The brand extension also coincides with Firebox’s 10th birthday in June.
Christian Robinson, MD, said: “Ten years ago co-founders Michael Smith and Tom Boardman dreamt up a website bringing the latest boys toys and gadgets to UK consumers. As the Firebox brand gets bigger and evolves the basic premise is the same – providing cool, new, interesting and quirky products ahead of the high street.
"Our goal with Firetots is to make sure that any gift from the range will be the one that all the kids fight over at the next birthday party.”