Last week Amazon (NASDAQ: AMZN) launched a STEM Club Toy subscription for kids aged three to 13, reports Engadget. The new Amazon subscription delivers curated, high-quality toys centered around STEM learning: Science, Technology, Engineering and Math. For $19.99 a month plus tax, parents no longer need to guess what types of STEM-related toys are ideal for their child’s age.

Toy subscriptions are available in three age ranges: ages 3 and 4, ages 5 to 7, and ages 8 to 13. For now, subscriptions are only available in the U.S., and Amazon will only allow one subscription per age range per account though.

Amazon says there is a wide range of hand-picked STEM toys available, based on a child’s age. Subscriptions could include:

• Programmable robots
• Rockin’ crystal kits
• Chemistry sets
• Arithmetic toys, like Math Playbox

When parents subscribe online, they choose the appropriate age range for their child. Their first STEM Club toy will arrive in about a week. Subscriptions are automatically renewable, but there is no long-term commitment and subscribers can cancel at any time by visiting Amazon.com and going to Your Memberships and Subscriptions.

Though the subscription is new, there are already 39 reviews on the STEM Club toy subscription page. Several of the reviews were positive, but subsequent reviews were generally not favorable. Reviewers like Katie were disappointed. Katie subscribed to the STEM toy club for her two young daughters. Instead of getting a good deal, she felt like she was paying retail for a “randomly chosen” toy which she could find cheaper elsewhere. Another reviewer said the club is a great idea if it is executed properly.

Visiting Amazon’s press release site, Amazon did not officially announce the launch of the STEM Club toy subscription, so this may be a soft launch to test the new service. Amazon isn’t alone in providing subscription box toys for kids. There are other products available, including those specifically geared toward STEM learning. My Subscription Addiction lists a few in their directory: Groovy Lab in a Box, Spangler Science Club, and StemBox.

Insider Take:

Based on initial reviews, Amazon may need to step up its game in terms of curation and value, both of which are very important to subscribers of subscription boxes, no matter what type. We believe this is likely a testing period and Amazon will make adjustments. One thing Amazon does have going for it that other subscription boxes do not have is name recognition and a powerful marketing engine. If Amazon wants to make this the very best STEM subscription box on the planet, it has the resources to do so.