The symbiotic relationship between advertisers and publishers dates back hundreds of years to the rise of print mass media, when branded advertisements emerged as a means of funding the handbills and newspapers that educated the general public, both in the U.S. and abroad. Throughout the centuries, the relationship between advertisers and publishers has evolved gradually. But with the rise of digital and programmatic media buying, we’ve seen this partnership undergo a dramatic upheaval as algorithmic ad buying replaced the formerly strategic, relationship-driven nature of brand-publisher alliances. These days, more than 85% of digital display ad dollars in the U.S. are bought programmatically, and the resultant downward pressure on ad prices weighs heavily on publishers’ minds. Further, social media and search have also affected the relationship consumers have with professional content creators, applying further revenue pressure.
Bonnier Corp. has partnered with UK-based toy-maker Wow! Stuff to create a line of Popular Science-branded STEM toys, it was announced today by Elise Contarsy, Senior Vice President, Bonnier Consumer Products. 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 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.”