Dixons has forged a partnership with the world-famous Science Museum to sell a 350-strong branded gadget range.
The deal is likely to reinforce Dixons' reputation for being early to market with innovative technology, and the strength of the Science Museum brand should have wide appeal.
The electricals giant has opened a 750 sq ft (70 sq m) Science Museum concession in its xL store in Birmingham's Bullring and, depending on its success, may open more.
The retailer will also offer a more limited range of the products in its 329 eponymous stores from November.
Dixons managing director Chris Langley said: 'It is perfect for our customers, who will love the style, innovation and value.'
Science Museum head of retail and licensing Lauren Sizeland said Dixons had wanted to strengthen its offer in 'gifts, gadgets and boys' toys'.
On Wednesday, Dixons Group announced flat UK like for likes for the 18 weeks to September 6.