The new Kids section is now divided into age groups ranging from 0 to 12, covering the categories: playtime, feeding, clothing, nursery, travel, electronics and bathing. The Toys and Games section has been expanded to offer more toys.
As part of the reshuffle Firebox is offering a host of new toys, including Air Swimmers from Wow Stuff, Mattel’s Angry Birds Knock On Wood and the Princess Catherine Wedding Doll.
Caroline Jenkins, buyer for toys, games and kids, said: "Toys and games are very much part of the Firebox back bone, mirroring our fun, playful, Neverland nature of the business. Developing the range was an exciting challenge – keeping the essence of Firebox: providing quirky, unusual and amazing products whilst evolving it to offer consumers so much more than before."
Speaking about the Kids range, Jenkins said: "Many of our customers have been with Firebox from day one – as they have grown so has Firebox, which is why we launched the Firetots range three years ago.
"Firebox has expanded the category to provide edgy and cool products for kids up to 12 years. Our goal is for adults and children alike to fight over the next big toy come Christmas day."
To celebrate the move Firebox has launched a competition on its website offering £3,000 worth of toys, games and gifts for children. The closing date is October 31st.