Setting out to “disrupt the pink aisle,” GoldieBlox is a toy company that wants to change the expectations of girls' toys from frills and dolls to projects that require a different type of creative thinking.
The company website states, “By tapping into girls' strong verbal skills, our story + construction set bolsters confidence in spatial skills while giving young inventors the tools they need to build and create amazing things.”
However, this company does not make a complete 180 on themes that appeal to girls. With pastel color schemes and stories centered around building a pageant parade float, GoldieBlox embraces “girly” ideals with an added adventure.
And with a commercial featuring a diverse cast of girls the company is making sure to send a relatable message to “grow up knowing they can engineer that!”
Current products include three story and construction sets and “More than a princess” apparel.