Bonnier Inks Deal for Popular Science STEM Toys

The line will premiere at the International Toy Fair in New York in February.
License Global

January 14, 2020


Bonnier Corp. has partnered with U.K.-based toymaker Wow! Stuff to create a line of 

Popular Science

-branded STEM toys.

“Kids want fun and engaging toys, while parents appreciate the educational value of STEM,” says Richard North, chief executive officer, Wow! Stuff. “Creating products that will appeal equally to both is an exciting and important strategy for us. We’re proud to partner with such a historic and well-known brand and bring it to life with an exciting and innovative line of products.”  

This STEM toy line includes items that leverage many different aspects of science, technology, engineering and math and will target boys and girls age 5 to 12. The products will offer perspectives on subjects such as gravity, color change, heat, light refraction and more. 

“Wow! Stuff is known for its creativity and innovation within the toy industry, and 

Popular Science

 is an authoritative and historic brand that is synonymous with making science accessible,” says Elise Contarsy, senior vice president,

Bonnier Consumer Products. “This is a perfect partnership to create engaging and educational products that will spur children’s interest in STEM learning.” 

The line will premiere at the International Toy Fair in New York next month. 

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