MGA to enter STEM sector

New doll line will ‘ignite imagination and science-inspired play’.
Publish date:
Social count:

MGA Entertainment is to make its debut in the STEM market this summer with a brand new doll line.

The new range boasts an educational angle that will ignite imagination and encourage science themed play, as each doll will come with an interactive science experiment to try at home.

Each doll will feature a ‘geek chic’ style with different fashions for every one of the characters.

The line will focus on relevant themes that encourage experimentation and learning in STEM subjects that the firm states will ‘set alight to the imagination and encourage science-inspired play’ among girls and boys alike.

The product launch will receive marketing support that will include major media and entertainment partnerships, along with TV, digital and PR activity.

Further details are being kept tightly under wraps for now, but MGA has revealed it has high hopes for the new brand in the STEM sector.



Richard Heayes looks at why it remains vital for toys and games to encourage children to embrace art, alongside the sciences, to help fuel their creative thinking.


MGA signs Top Model

MGA Entertainment teams up with CBS Consumer Products to produce a new line of fashion dolls based on America's Next Top Model.


SECTOR GUIDE: Science and Education

Toys that make learning fun are a penchant of parents and teachers, and kids have access to more than your standard chemistry kit nowadays. ToyNews rounds up the newest science and education toys.

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.