New entertainment and toy franchise encourages S.T.E.A.M. concepts.

Following on the heels of the recent re-launch of its Bratz brand, MGA Entertainment has unveiled a new tween franchise, Project Mc², designed to inspire girls' interest in science and math.

The S.T.E.A.M.-based (Science, Technology, Engineering and Math) brand will be anchored by a spy-themed Netflix original series, which debuted Friday, produced in partnership with AwesomenessTV, and will also feature short-form digital content for the AwesomenessTV and DreamWorksTV YouTube channels, fashion dolls with accompanying experiment kits, apparel and other consumer products.

The new brand premiered in more than 50 countries Friday with the Netflix series "Project Mc²." In addition to the four core franchise characters–McKeyla McAlister, Adrienne Attoms, Bryden Bandweth and Camryn Coyle–the live-action series also stars actress and real-life mathematician and author of Math Doesn't Suck Danica McKellar as "The Quail," who is the leader of NOV8 ("Innovate"), a spy organization led by female operatives.

A line of fashion dolls designed to represent real girls has launched in conjunction with the series. Each character has a unique cultural backstory, face sculpt and is engineered to stand at a different height and sports unique fashions aligned to her personality.   

In addition to the fashion dolls, which each come with experiment activities, MGA has also created a series of ancillary products including McKeyla's Ultimate Lab Kit, an A.D.I.S.N. journal, a Grow-Your-Own Rock Sugar Jewelry kit and a Make-Your-Own Soda Can Robot kit. Additional brand extensions will launch at retail throughout the year.  

The Project Mc² line is now available at Walmart, Target, Toys 'R' Us, Amazon, Kmart and Joann Fabrics and Crafts in the U.S. Product age range is targeted to 6- to 10-years-old, while the Netflix series targets kids 6- to 13-years-old.

"My goal with the Project Mc² franchise is to encourage girls everywhere to be interested and pursue S.T.E.A.M-based careers, so in my lifetime, I can see the CEO of Apple or Intel be a woman," says Isaac Larian, chief executive officer, MGA Entertainment. "It is a dream come true for MGA to bring this entertainment franchise to life in order to empower young girls to learn, play and explore the world around them on all of the platforms where they are engaged; from retail, to TV and online."

Larian discussed the new brand and MGA's larger strategy in the June License! Global story "Beyond Dolls."