UK-based Wow! Stuff inked a deal with Bonnier Corp. to create a new line of STEM toys under the Popular Science brand.

Set to debut at Toy Fair New York next month, the collection made for kids ages 5-12 will focus on gravity, color change, heat, light refraction, and more.

“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,”  says Wow! Stuff CEO Richard North. “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.”

“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.”

Wow! Stuff’s Wizarding World of Harry Potter Invisibility Cloak is nominated for a 2020 Toy of the Year (TOTY) Award for Innovative Toy of the Year.