Lifestyle guru Martha Stewart is being reinvented as an animated 10-year-old in a bid to inspire young girls to take up cooking and crafting.
Stewart, 69, whose empire includes publishing, broadcasting and merchandising, is the inspiration behind an animated, multimedia Internet series called "Martha & Friends" that makes it debut on AOL Kids on Friday.
The 26 short webisodes feature a 10 year-old blonde Martha as a problem solving, craft-loving girl who with her three friends and two dogs shows kids how to do it themselves.
The series is aimed at 6-11 year-old girls and also features interactive online games, activities and projects.
"Ever since I was a little girl I've had a passion for crafting and cooking, and my hope is that this series will inspire a whole new generation of do-it-yourselfers," Stewart said in a statement.
The venture from Los Angeles-based A Squared Entertainment is also designed to encourage kids to be independent thinkers and problem solvers.
Stewart, founder of Martha Stewart Living Omnimedia, launched a magazine aimed at children in 2002 but the publication folded about four years later.