Cortex Toys is set to launch at the North American International Toy Fair in New York City this week with a line up of new toys.

Founded by John Cowan, a neurosurgeon from Georgia, Cortex Toys has a portfolio of products that will launch at Toy Fair. Cowan assembled a line-up of toy products that have been collected from inventors, acquisitions, and innovations based on trends in the industry. Cortex will showcase its brands and its first big launch, SnapDolls, hitting store shelves in April.

The company will also introduce Ninja Ball, Pirate Pong, and its line of “Flip” products including TrickTacToe, FlipGrip, and FlipTacToe.