Toy IP and streaming services are a perfect fit, says MGA

Since teaming up with Netflix for Project Mc2, a TV show based on its STEAM-inspired doll line, MGA Entertainment’s marketing manager, Marian Davis, believes streaming services are the way forward for toy companies.

Designed to encourage girls to take up STEAM subjects, the TV show has already launched two series, with a third on the way in the autumn on Netflix.

“Working with streaming services definitely seems to be the way forward for the toy industry and it’s something brands are increasingly getting involved with,” Davis told ToyNews.

“Online viewing is becoming a significant factor in children and tween entertainment and working with a brand like Netflix takes the content direct to our target audience, in their own home.”

With a new fashion doll line spanning accessories, experiments, spy kits and a remote control car, Davis revealed that working with powerhouses, such as Netflix helps to complement the company’s line.

“For Project MC2, we chose to launch the fashion doll and accessories product line at the same time as the show launched on Netflix. It was a dual partnership – the TV complements the product and vice versa,” explained Davis.

“Both the product and the entertainment are vital elements of the brand and essential in building it and making it a success.”

As a partner, Davis revealed Netflix has also been proactive in the development of each season of the TV show, while the streaming service’s experience of working in the children’s entertainment sector has also benefitted the STEAM-inspired show.

Davis commented: “The whole concept of the brand is about getting the message out there that ‘smart is the new cool’ and that girls can be great scientists, engineers and whatever else they want to be.

“We felt that Netflix was the perfect partner to get this message out and in the right way. We like to think that if orange is the new black, then smart is definitely the new cool.”

With plans to launch a series of Lalaloopsy episodes this November on Netflix too, it seems MGA’s Netflix offering will continue to thrive.

“Working with Netflix offers a fantastic opportunity that just isn’t available anywhere else. It gives us a great platform to stream content directly to our target consumer,” cited Davis.

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