ABOUT

CHALLENGE: Name, brand and promote Firebox 'where boys buy toys'

INSIGHT: Lads Mag editors, market influencers, were creatures of the 1970s school playgrounds

SOLUTION: A branded Top Trumps parody took 'Lads Mag' editors back to the 70's playground. Ensuing coverage in Maxim magazine and subsequent relationship with Dennis Publishing resulted in a successful company sale – Dennis Publishing now own 40% of Firebox