Online gift retailer Firebox.com has appointed independent digital sales house w00t!media to bring bespoke, quirky brand advertising campaigns to the site that will appeal to Firebox’s audience of gift and gadget enthusiasts.

w00t!media has won the account from previous online sales house 24/7 Real Media.

Firebox.com was founded in 1998 and now sees over nine million visits every year, with a fortnightly newsletter reaching over 600,000 subscribers. w00t!media will be looking to secure bespoke, beyond-banner advertising campaigns from suitable brands.

Hot gifts at Firebox.com this Christmas include The Slanket; a wearable blanket with sleeves, officially-licensed Star Trek Cologne and the Magic Wand remote control.

“Firebox.com has a very engaged audience. We know from previous partner promotions that our customers love being introduced to third party brands through the Firebox.com website if the brand is right and there is genuine value-add for them,” said Christian Robinson, MD of Firebox.com. “The key reason we appointed w00t!media was because the company really understands working with cult brands that have highly engaged audiences, and especially the importance of crafting partnerships that these audiences will value.”

Firebox.com is the first e-commerce company to join w00t!media’s client list of entertainment and lifestyle publishers, and is the latest in a series of high profile names to appoint the company over the last six months. Others include Universal Music UK, Hype Machine, V Festival and Funny or Die.

“Working with an e-commerce website is a new proposition for w00t, however Firebox.com is an established and trusted digital brand with a loyal audience.” said Austen Kay, Director of w00t!media. “Our challenge is to work with digital planners to create innovative campaigns that complement Firebox’s existing content.”