Toyco MGA Entertainment has launched a new tween girl-skewing franchise called Project Mc² that includes a new Netflix original live-action series, AwesomenessTV digital content and a toy line.

Embracing “geek chic” and incorporating STEAM concepts (science, technology, engineering, art and math), the property’s serialized Netflix project Project Mc² premiered globally August 7 in more than 50 countries and targets six- to 13-year-olds and their families.

The spy-themed series stars real-life mathematician, actor and author Danica McKellar (Dancing With The Stars, The Wonder Years) as the leader of a of secret spy organization, NOV8 (“Innovate”), led by four of the world’s smartest female operatives: McKeyla McAlister, Adrienne Attoms, Bryden Bandweth and Camryn Coyle.

AwesomenessTV CEO Brian Robbins, MGA CEO Isaac Larian and AwesomenessTV head of development and production Shauna Phelan are executive producers with Jordana Arkin as the show’s writer.

For accuracy, consultants were brought in to handle the program’s science aspects while a friend of Arkins who is ex-CIA vetted Project Mc²’s spy story elements.

Project Mc² short-form digital content will also head to AwesomenessTV and DreamWorksTV channels on YouTube.

For toys, MGA has launched a fashion doll line featuring authentic STEAM experiment kits.

Currently available at Walmart, Target, Toys ‘R’ Us, Amazon, Kmart and Joann Fabrics and Crafts with prices ranging from US$9.99 to US$54.99, the dolls are designed to represent real girls with different heights, looks and cultural backstories.

Additional consumer products launching include McKeyla’s Ultimate Lab Kit, A.D.I.S.N. Journal, Grow-Your-Own Rock Sugar Jewelry, and Make-Your-Own Soda Can Robot.

Plans for apparel and more products are expected to roll out this year.