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Amazon making American Girl kids specials

Kids-logo-460_2Amazon has inked a deal with doll brand American Girl and will make a series of specials for its streaming service based on the Mattel-owned toy franchise.

The agreement – described by Amazon as “multiyear and multimillion dollar” – initially covers four American Girl live-action specials. There are further options to develop series based on the American Girl range of dolls, Amazon added.

Two of the four specials will be based on the American Girl BeForever line, and another will be based upon the Girl of the Year range.

The first of the specials will be released later this year on the Prime Instant Video service.

“American Girl resonates strongly with kids and parents alike through its message of self-confidence, adventure, exploration and learning,” said Tara Sorensen, head of kids programming, Amazon Studios. “Their research dives deep and adds rich layers to the IP that are unparalleled in this space which, in turn, will facilitate a truly enriched on-screen experience.”

Catherine Balsam-Schwaber, chief content officer of Mattel, added: “[Amazon’s] focus on creating positive role models that both inspire and educate was an absolute perfect fit with Mattel’s mission of creating purposeful play. Partnering with Amazon shows our commitment to innovation and to bringing content to our customers where, when and how they want to watch it.”

Amazon has invested heavily in original kids programming and its line-up includes live-action series Just Add Magic and Gortimer Gibbon’s Life on Normal Street and animated showsTumble Leaf and Blue’s Clues.