Smart Is The New Cool™

MGA Entertainment Launches New Project Mc2 S.T.E.A.M.-Based Franchise To Inspire Girls Everywhere

Aug 07, 2015, 08:15 ET from MGA Entertainment

VAN NUYS, Calif., Aug. 7, 2015 /PRNewswire/ -- MGA Entertainment (, the world's largest private toy company, unveiled today its breakthrough new entertainment-backed property, Project Mc². The new "geek-chic" franchise premieres with a spy-themed Netflix original series produced in partnership with AwesomenessTV titled Project Mc²; short form digital content airing on AwesomenessTV and DreamWorksTV YouTube channels; a toy line comprised of fashion dolls alongside authentic S.T.E.A.M. experiment kits (science, technology, engineering, art and math); and plans for apparel and additional consumer products categories.

Introducing the world of Project Mc² will be a new Netflix original series for tweens, premiering globally on August 7th in more than 50 countries. This serialized, live-action series also features actress and real life mathematician Danica McKellar (Dancing With The Stars, The Wonder Years) as "The Quail," the leader of NOV8 ("Innovate"), the super secret spy organization led by the world's smartest female operatives. Bringing further authenticity to the Project Mc² series, McKellar is a New York Times bestselling author of groundbreaking math books including tween favorite "Math Doesn't Suck."

Project Mc² was created to inspire girls to engage in S.T.E.A.M.-based activities and spy storytelling to prove that Smart Is The New Cool™. Each of the four core characters featured in the franchise; McKeyla McAlister, Adrienne Attoms, Bryden Bandweth and Camryn Coyle, have a love of all things science and tech and express their interests using everyday experiences to show that S.T.E.A.M. is all around us.

"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, Amazon or Intel be a woman," said Isaac Larian, CEO of 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."

Taking girl empowerment to the next level, the dolls were designed to represent real girls. Each character has a unique cultural backstory, face sculpt and is engineered to stand at a different height. Further, the dolls feature premium hair, glass eyes and rooted eye lashes to help deliver a natural and realistic aesthetic.  Each character also sports a unique fashion style aligned to her personality, reflective of trend-right apparel and accessories that girls love, with no detail spared.   

In addition to the fashion dolls with experiment activities, other retail offerings from MGA include McKeyla's Ultimate Lab Kit, A.D.I.S.N. Journal, Grow-Your-Own Rock Sugar Jewelry, and Make-Your-Own Soda Can Robot. Additional brand extensions will launch at retail throughout the year.  

The Project Mc² line is available at Walmart, Target, Toys"R"Us, Amazon, Kmart and Joann Fabrics and Crafts with prices ranging from $9.99 to $54.99. Product age range is targeted to 6 – 10 years old, while the Netflix series launching this week targets kids 6-13 years old as well as families for co-viewing.

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About MGA Entertainment
MGA Entertainment, a consumer entertainment product company headquartered in Van Nuys, California, manufactures innovative lines of proprietary products for the toy and consumer electronics market. The company also licenses its products in such areas as home decor, stationery and sporting goods. The MGA family includes award-winning brands such as Little Tikes®, Lalaloopsy ™, Moxie Girls™, Mooshka™, Bratz®, Vi and Va™, and Zapf Creation®.

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SOURCE MGA Entertainment