Licensing News

Bonnier Corp. Signs New Licensing Partner for Popular Science Magazine

bonnier wow stuff

Bonnier Corp. has partnered with UK-based toymaker Wow! Stuff to create a line of Popular Science-branded STEM toys, Elise Contarsy, Senior Vice President, Bonnier Consumer Products announced. The line will premiere at the International Toy Fair in New York in February 2020. 

This STEM toy line includes items that leverage many different aspects of science, technology, engineering, and math, and will target boys and girls ages 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,” Contarsy said. “This is a perfect partnership to create engaging and educational products that will spur children’s interest in STEM learning.” 

“Kids want fun and engaging toys, while parents appreciate the educational value of STEM. Creating products that will appeal equally to both is an exciting and important strategy for us,” Wow! Stuff CEO Richard North said. “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.”