American Girl has launched a new doll- and content-based lifestyle brand for girls five to seven.

WellieWishers is designed for girls aged five to seven. The brand focuses on five characters—Willa, Kendall, Ashlyn, Emerson and Camilla—and each personality is meant to help girls navigate the ins and outs of friendship through play, songs and imagination.

The WellieWishers’ adventures will unfold in American Girl’s first-ever animated series, slated for delivery this fall. Each 11-minute episode follows the exploits of the six-year-old WellieWishers.

Recently, Mattel-owned American Girl also signed a multi-year production deal with Amazon for four TV specials, and announced its first home entertainment launch for 2016’s American Girl of the Year, Lea.

WellieWishers illustrated chapter books are being written by American Girl author Valerie Tripp and a free WellieWishers app will allow girls to further engage with the characters as players explore the dolls’ world through interactive mini games.

Each WellieWisher’s 14.5-inch doll (SRP US$60) is part of an interactive world of play that includes garden-themed accessories and a line of dress-like-your-doll clothing that includes a pair of child-size rain boots.

The WellieWishers collection is available through American Girl’s catalog, at americangirl.com and at all US American girl retail locations.