The eclectic SkyMall catalog, available on 88 percent of U.S. flights to travelers who want to buy items such as sumo robots and wild game samplers, is being bought by ZelnickMedia and private equity firm Spire Capital Partners from Gemstar-TV Guide, reports the New York Post (via MediaBuyerPlanner). This is the latest direct marketing acquisition for Zelnick, which has purchased Time-Life and catalog retailer Lillian Vernon. Unlike those, however, SkyMall will remain a separate entity.

Gemstar-TV Guide said SkyMall is no longer a core product for the company; the catalog, including the SkyMall.com website, sold for $52 million.