Entertainment retailer Game has teamed up with Firebox.com in a partnership bringing the gifts and gadgets e-tailer onto the high street.
The trial store, Game's Nottingham Listergate outlet, stocks more than 30 of Firebox's top-selling products.
Firebox.com chief executive Michael Smith said: 'We are delighted that Game has chosen Firebox to trial this new-look store. Firebox has been searching for a chain worthy of our quirky brand.'
If the trial is a success, the partnership could be extended and Firebox products introduced in more Game stores.
The Nottingham shop also features experience gifts, such as a day's motor racing, from Activity Superstore