Michael Smith, Founder, firebox.com and Managing Director, Mindcandy

In his early twenties Michael co-founded the online retailer, firebox.com. The first product firebox designed was The Shot Glass Chess Set, an unusual fusion of chess and alcohol. The bizarre game became an instant best-seller and stimulated the rapid growth of the company. firebox.com recently featured in 13th place on the Sunday Times Fast Track list of fastest growing companies in Britain.

Not content with this business success, Michael launched Mind Candy in 2003, a developer on online reality games. Their first project Perplex City began soon after. Perplex City was a hit right up to February 2007 when the lost 'cube' was finally found. Michael is now taking Mind Candy in a completely different direction in the form of monsters! The new groundbreaking website allows children to adopt a pet monster on-line and learn and interact with other Moshi Monster owners.