There is a new girl power champion on the block and she is determined to get little girls interested in building a better future by opening their minds to the possibilities of engineering in the form of a toy called GoldieBlox.
Debbie Sterling, a female engineering student from Stanford University, created the story-oriented construction toy, GoldieBlox, to inspire a love of all things construction in the hearts and minds of little girls the world over.
The toy came about as a direct result of Sterling’s shock at discovering her chosen profession was so heavily dominated by males – a hefty 89% of the workforce. It’s an unsettling figure when you consider that these are the minds literally building our future and with such a dismal amount of female perspective represented in the mix Sterling decided it was time to encourage girls to get building.
A wildly successful Kickstarter campaign paved the way for the successful toy which can now be purchased in toy stores throughout North America and online for international customers.
GoldieBlox and the Spinning Machine is the first line to hit the shelves. A book and construction toy combined that enables girls to solve problems encountered in the story by building.
The advertisement for the new product is nothing short of genius. We are shown a mob of fed-up girls declaring they are ‘more than just princesses’ as they storm the pink-saturated aisles of Toys R Us, demanding more from their toys.
At the heart of the product is a desire to “nurture a generation of girls who are more confident, courageous and tech-savvy, giving them a real opportunity to contribute to the progress made by engineers in our society.”
But critics of the ground-breaking toy are still wondering why the toy needs to be pretty in order to appeal to girls.
Mother of two boys, Marion Turner, thinks GoldieBlox is great and “would love to purchase the toy” for her four-year-old son but feels it is too obviously targeted at girls. While this particular toy is unashamedly designed for girls it does make you question why it needs to be gender specific, especially when you compare this to days past – when LEGO advertisements used to feature girls and boys happily playing alongside each other with the same toy.
While this may be a step in the right direction you can’t help but wonder if we will ever get to a point where toys can be embraced by both sexes without needing the stereotypical boy and girl marketing around it to be successful.
What do you think? Would you purchase GoldieBlox for your daughter?