NEWS

Project Mc2 launches

Published on: 13th August 2015

This weekend saw the launch of a new lifestyle brand, directed at tween girls and centered around the increasingly popular STEM (Science, Technology, Engineering and Maths) trend.

ProjectMc2-480Project Mc2 from MGA Entertainment has arrived with a new three-episode original series on Netflix and a doll and accessories line.

Featuring the tagline ‘Smart is the New Cool’, Project Mc2 focuses on four young girls with a passion for science.

In the product line, each doll comes with their own experiment to encourage science play at home. Fans can mix a bit of food colouring, baking soda and vinegar and they have created Adrienne’s volcano – or take vegetable oil, colouring and effervescent tablets to make McKeyla’s Lava Light. Traditional accessories such as handbags have become backpacks and jewellery is a make-it-yourself glow in the dark necklace.

Andrew Laughton, MD of MGAE UK, said: “Everything about Project Mc2 is different. We wanted to create something that didn’t feel like a compromise between being intelligent and educational and being cool and fun. The characters are as smart as they are stylish. Science and technology are part of their everyday fun – and we really wanted young fans to be inspired by this.”
A Project Mc2 app will also be launched and the brand has partnered with AwesomenessTV and DreamworksTV to distribute content online.

For more information, visit www.projectmc2.com

RECENT ARTICLES

Toys R Us to open US flagship store at American Dream Mall

Toymaster members welcome new website feature

Winners of Mums Choice Awards announced

Selfridges owners closing in on agreement to sell department store

The Lego Group unveils Carousel of Creativity

The December issue of Toy World is out now

Tomy announced as European distribution partner for Orchard Toys

Wicked Uncle London tube advertising campaign underway

Toys2Market to distribute Traditional Garden Games

BTHA reassures industry on Toy Fair safety