Porn site confusion forces gadget site relaunch

Hotbox gets fiery

Men's gadget site Hotbox.co.uk has relaunched itself as Firebox.com following brand confusion with Hotbox.com - a site which offers, among other things, "over 2875 video channels of pure sex". Founders Michael Smith and Tom Boardman were aware of the porn site's existence when they started the site in April 1998, but following a half-million pound investment at the end of last year, they decided to get into the dot.com territory. They paid $5000 for the URL. As a voyeuristic gadget fan, The Register paid Firebox a visit and can report that it's a cracking site - games, remote-controlled just about anythings, watches with spy cameras - gizmo heaven. Male birthday presents have never looked easier to find. Buy the stuff online if it's less than £250, call 'em up if it's more (not sure anyone will buy the £36,000 speedboat, however). Top notch site - good luck, lads. PS. If Firebox wants to send us the Shot Rocks ice tray (makes shot glasses out of ice), we will be eternally grateful... ®

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