MGA Entertainment Goes from Bratz to MC² Science Dolls


People outraged about overly-sexualized Bratz dolls produced by MGA Entertainment may be pleasantly surprised by their newest line of dolls.  The new line, named Project MC², is comprised of four dolls, each of which comes with her own science experiment.

The dolls are meant to inspire children to take an interest in STEM subjects, with one doll representing each of its elements: science, technology, engineering and math, writes Hayley Wilbur for Mashable.

“The Project Mc² brand was developed in order to inspire girls that it’s cool to be smart, leverage the growing trend of STEM,” Isaac Larian, CEO of MGA Entertainment.

The experiments include lava lights, blueprint skateboards, glow stick necklaces, and volcanoes. Each one is easily built and rebuilt by children using household ingredients.

The dolls were also designed to look like a real life group of friends, so they have different heights, facial features and ethnicities.

The dolls are backed by a new Netflix Original series also called Project MC², and the dolls are representations of each character on the show. The show aims to teach girls that “Smart is the new Cool” through a spy series, according to MGA Entertainment.

“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 Larian. “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.”

The series follows the lives of four smart, science-skilled girls as they join a spy organization called NOV8 (“Innovate”) and work together to save the day, reports Inkoo Kang for Indie Wire.

The actress who plays the leader of NOV8 is none other than Danica McKeller. McKeller has written a handful of math-related books aimed at adolescent girls including “Kiss My Math: Showing Pre-Algebra Who’s Boss” and “Girls Get Curves: Geometry Takes Shape”. She is excited to be part of a show that challenges the stereotype that says you can’t be smart as well as fun and fashionable, writes Erin Clements for Today, NBC News.

McKeller believes that girls can find their inner confidence through math and science even though that’s not often perpetuated in the media. Girls often think they are bad at math, but McKeller says that it’s only because they are told to think that.

“Watching ‘Project MC²,’ which is targeted at girls 7 through 12, you’ll get the message, ‘I don’t want to dumb myself down, because look at these girls. They’re smart and capable and fun and popular and interesting, and that looks like the kind of person I want to be.’”