• by Sara Guaglione , August 25, 2020

Bonnier Corp. has signed a licensing agreement for its Popular Sciencebrand with Celestron Acquisition LLC, a telescope and skygazing products company.

Celestron will produce a line of Popular Science products that will include telescopes, microscopes, sport optics and accessories. 

The products will be available next summer in North America, the U.K., Australia and New Zealand, across all distribution channels. 

“We are very excited to be entering this category because it is such a natural extension of the Popular Science brand,” stated Elise Contarsy, senior vice president of Bonnier Consumer Products.

“We’re especially enthusiastic given the growing consumer interest in spending more time outdoors,” she added. 

The deal was brokered by Evolution USA LLC, the licensing and brand management agency that represents Popular Science. The two companies announced their partnership in March.

This deal with Celestron is the first deal Evolution brokered for Popular Science.

Bonnier’s consumer products arm is working with Evolution to continue expanding the Popular Science brand. The companies say they are “actively seeking” additional licensees in audiovisual, portable power, home security, LED lighting, home furnishings, housewares, personal care, automotive, electronics and gadgets.

In January, Popular Science announced a line of toys with Wow! Stuff. 

Bonnier Corp. also debuted a number of licensed products from the Outdoor Life brand at the virtual Outdoor Retailer Summer Expo last month, including dog jerky, knives and hand axes, branded T-shirts, hats, sleepwear and loungewear.