There can be no doubt about who this site is aimed at - lads. Anyone who doesn't fall into this category (and by that, I mean non-laddish men as well) will probably find it overtly puerile and tedious, but if you're a boy who likes your toys, there's plenty to be found at firebox.com.
Part of the branding is "where men buy stuff", and that pretty much sums the site up - gadgets for sale. On the positive side, it is an easy site to navigate. The various sections are listed at the top of the home page, including gadgets, games, music, bachelor pad, etc.
The bachelor pad contains some novel, but rather useless products, such as the shot glass chess set or the toastabag, which enables people to cook their dinner in a toaster. A good feature of the site is that surfers can read reviews of a product before they buy it, and the reviews have been written by other punters. There is also the option to post up your own verdict of a product.
Perhaps this is a dream site for men with more money than taste, but I doubt that I will be revisiting it.