Wow! Stuff Readying First Popular Science STEM Toys

Popular Science bonnier Wow! Stuff Licensing Internaitonal

New York, NY — Bonnier Corp. has partnered with UK-based toy-maker Wow! Stuff to create a line of Popular Science-branded STEM toys, it was announced by Elise Contarsy, Senior Vice President, Bonnier Consumer Products. The line — 12-15 items that will be available in Q4– marks the Popular Science brand’s entry into licensed toys. It will premiere at the International Toy Fair in New York in February.

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 unique 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 says. “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 says. “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.”


Bonnier Corp. is one of the largest special-interest publishing groups in America, with more than 25 multichannel brands extending into all platforms, including magazines, digital media, events, and product licensing. Bonnier Corp.’s brands include Popular Science, Saveur, Field & Stream, Yachting, Flying, Salt Water Sportsman, Cycle World, Working Mother, and Outdoor Life. Bonnier Corp. is owned by Sweden-based Bonnier AB, a multichannel media conglomerate operating in 15 countries.

Established in 2006, Wow! Stuff is a multi-award-winning TOTY-nominated innovation company that manufactures pop-culture and tech-based toys for Tier 1-licensed brands using complex or very simple but effective ideas and technology. Offices are located in the UK, Los Angeles, and Hong Kong


Cathy Hebert,, 212-779-5023

Hannah Smith,

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