Vancouver-based Kickstart Entertainment has received a new US$10-million investment to focus on creating diverse content, and the prodco is working with Geena Davis (pictured) on a new animated series for young girls to get the mission started.

Backed by a round of funding from Media Capital Group, I AM is currently in development for ages four to seven, and the series will be executive produced by Davis. Its main character, Marta, believes if she can see something in her mind, she can be it.

Davis founded the Geena Davis Institute on Gender in Media in 2004. The organization works with media and entertainment companies to improve gender balance, reduce stereotyping and create diverse female characters in kid-focused content.

I AM is also Kickstart’s first major initiative since hiring Wendy Guerrero as head of inclusion for talent and content.

The studio’s original preschool series StarBeam launched on Netflix last year, and it has also partnered with South Korea’s HongDangMoo to co-develop the animated series Alien Hunter Vera (25 x 26 minutes).