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Friday, Mar 29, 2024

Can Netflix Sell STEAM?

MGA Entertainment is seeking girl geeks. Last month, the Van Nuys company unveiled the fifth season of its Netflix series, “Project Mc2,” and introduced new toys based on the series that promotes learning in science, technology, engineering, arts and math, or STEAM. The Mc2 toy line debuted in 2015 at the same time the Netflix series started. The series is set in the fictional city of Maywood Glen and involves the adventures of McKeyla McAlister and her five best friends who work for a government organization called NOV8, a secretive group of female operatives trying to protect the world. The girls must explore science and technology as part of their assignments as secret agents. The Mc2 toy line includes more than 15 products ranging from character dolls to science kits for girls to create their own cosmetics and nail polishes from household items. Among the more popular are the Ultimate Lab Kit, complete with a working microscope, and the Advanced Digital Intelligence Notebook journal like the one used by McKeyla McAlister in the show. New toys introduced this year include the Smart Pixel Purse, with the ability for custom designs and scrolling text on an LED display; and the Perfume Maker that allows girls to formulate perfumes using chemistry. Prices range from $24.99 to $59.99. Isaac Larian, chief executive of MGA, said in an email sent to the Business Journal that inspiration for the series dates to his days in college when he noticed a poor representation of women in science and engineering courses. He thought to himself that had to change, Larian said. “MGA has allowed me to make a difference in the STEAM industry by providing girls with an outlet that proves ‘Smart is the New Cool’ and they can thrive in these male-dominated fields,” he added in his email. “All of our products show how fun experiments with science, technology, engineering, art and math can be.” Screen to store MGA was founded by Larian in 1979. The company’s most well-known toy line is the Bratz dolls, which have come and gone in its product portfolio and have been discontinued since last year. MGA also produces the Lalaloopsy, True Hopem Little Tikes and Novi Stars brand toys. In the U.S., the toy market reached annual sales of more than $20 billion in 2016, according to online statistics company Statista Inc. Competition from interactive and intelligent toys is biting into the market for traditional toys, games and dolls, the firm said. When deciding on what kind of toys to take from the screen to a physical product, MGA asks if it’s something that girls will love, is it innovative and does it translate into a scientific experiment. “All of these questions determine our go-to-market strategy,” Larian said in his email. “Toy companies have mastered content marketing in a way that keeps their audience wanting more.” Frank Simonetti, the chief executive of Sweety High, an online site for girls as young as 8 years old that provides interactive content in entertainment, technology, fashion and sports, said it was smart move by MGA to have “Project Mc2” toys reflect the interests of what Generation Z girls – defined as 4-years-old to 21-years-old – are into. “It is about more than just playing with a doll,” Simonetti added. Multichannel exposure Alex Reeds, vice president of client services at Fullscreen, a branded content and social marketing firm in Los Angeles that works with brands and companies to expand their presence on YouTube, said he wasn’t sure there was a specific kind of toy that makes a better transition from the screen to a product. Using video games as an example, Reeds said they lend themselves well to digital entertainment but not in the traditional sense, such as a show about the games. But on YouTube, games and the entertainment around them are among the biggest communities on the site. “That is not done by the (video game) brands; it is done by all different kinds of partners who are not necessarily involved with the design or marketing of the game,” Reeds said. MGA has a history of creating successful content associated with its toy lines. For instance, the Bratz characters were the subject of a TV series, a 2007 live action feature film and a few direct-to-DVD releases. The company’s L.O.L. Surprise! brand has a series of digital episodes, and Num Noms, scented novelty dolls, appear in animated webisodes. “We continue to create new content and are committed to serving it up in all the places kids are watching,” Larian said. “We support many of our top-selling brands through YouTube and other social platforms, in addition to traditional linear broadcast or theatrical releases.” During a recent visit to MGA’s Valley showroom, a retail executive commented that “Project Mc2” was an evergreen franchise with engaging entertainment. Larian said in his email that he couldn’t agree more. “We love that we are inspiring the next generation of women engineers, scientists and even future culinary chemists,” he added.

Mark Madler
Mark Madler
Mark R. Madler covers aviation & aerospace, manufacturing, technology, automotive & transportation, media & entertainment and the Antelope Valley. He joined the company in February 2006. Madler previously worked as a reporter for the Burbank Leader. Before that, he was a reporter for the City News Bureau of Chicago and several daily newspapers in the suburban Chicago area. He has a bachelor’s of science degree in journalism from the University of Illinois, Urbana-Champaign.

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