Toronto-based Spin Master is diving into the deep-end with its new Mermaid High IP, which will launch this month with a consumer products range, animated and live-action content, and a Roblox game partnership.

Aimed at kids ages four and up, the toy line centers around four mermaid dolls that each come with their own unique outfits and accessories, and a student ID with more information about the characters. The dolls are scheduled to start rolling out on October 22, but there was no info available on retail partners at press time.

To support the launch, Spin Master will release YouTube series Mermaid High (10 x two minutes) on October 23. This fish-out-of-water show stars the four mermaids from the doll line trying to fit in at high school. Spin Master is also rolling out Mermaid High Deep Dive Vlog, a 10 x eight-minute series in which live-action hosts recap and discuss the animated shorts, as well as doing make-up tutorials and quizzes inspired by the characters. The launch date for the first episode on YouTube is October 30.

Additionally, Spin Master has teamed up with Fullflower Studio, which produces Roblox role-playing game Mermaid Life. Mermaid High outfits and accessories will be available for in-game characters to wear in Mermaid Life, and Fullflower will release new quests weekly for a chance to win other in-game items based on the Spin Master IP.

Rounding out its launch plans, Spin Master has tapped 16-year-old singer Claire Rosinkranz (“Backyard Boy”) to perform a concert that will be capped off with the Mermaid High theme song. The show will stream live on October 23 via the Mermaid High YouTube channel.