American Girl, Driver Digital Create Girls’ Lifestyle Series
American Girl, a division of Mattel, has partnered with Driver Digital, a family entertainment company, to develop and produce a new, original 24-episode lifestyle series called AG Life. Engaging girls from around the world, the new series premiered October 23 on the American Girl YouTube channel. Every Friday, a new episode will debut on the channel hosted by a group of five girls.
Each episode will focus on a different theme (e.g. Halloween, Girls Who Rock, and Fall Fashion), and incorporate recurring and relatable topic segments including: Awesome Girl, which features girls from the American Girl community; Cool Crafts; This or That interactive quizzes; as well as segments on advice, pop culture, and food.
AG Life is produced at Driver’s studio in New York City. Driver’s own tween lifestyle show, Dream Mining, has surpassed 200,000 subscribers and covers entertainment, fashion, and more for a similar demographic. The series is produced in partnership with American Girl executive producer, Lindsay Feitlinger, whose production credits include The Oprah Winfrey Show, Oprah’s Favorite Things Special, and The Rosie Show.
The series will be promoted on all American Girl digital and social channels. View the trailer here or watch the first episode here.
Hasbro, Boston Children’s Hospital Partner on Play Study
Hasbro and Boston Children’s Hospital’s Center on Media and Child Health (CMCH) announced a collaboration to undertake a multi-phase research initiative to investigate how different types of play affect the developmental outcomes of children and meet the needs of today’s parents.
CMCH will commence with an exhaustive global review of all existing studies of play. Once the literature search is underway, #MorePlayToday will observe the flow of children’s play in a variety of settings throughout their day. Participating parents will complete reports on their child’s social development, creativity, positive and negative behaviors, language skills, and physical health.
At the conclusion of this multi-year study, the team will be able to advise parents on which types of play should be encouraged in order to best serve the developmental well-being of children.
Follow the progress of the #MorePlayToday project on Twitter @Hasbro and @cmch_boston using #MorePlayToday.
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