This toy company wants girls to be "more than just a princess"

"We believe there are a million girls out there who are engineers. They just might not know it yet"

Alyxaundria Sanford
November 21, 2013 2:57AM (UTC)

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.

Alyxaundria Sanford

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Related Topics ------------------------------------------

Engineering Gender Girls Goldieblox Science Toys


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