Have you heard of GoldieBlox? It’s a toy based on one company’s hope to attract girls to the field of engineering. Recently, many toy companies have been getting a lot of pressure to make toys more gender neutral. Why are the mini kitchens always pastel and the Lego men always the police officers and doctors? These stereotypes are slowly changing as more and more people join the conversation. But is that enough to break down the barriers? GoldieBlox takes it even a step further. Instead of focusing on the colors of the toys, the company has decided to target girls specifically, to introduce them early on to the world of engineering.

PS. The Beastie Boys apparently did not like the use of their soundtrack for this commercial. It’s hard to find online now, hence the version with subtitles. I LOVE this commercial!

From GoldieBlox:

At GoldieBlox, our goal is to get girls building. We’re here to help level the playing field in every sense of the phrase. 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.

In a world where men largely outnumber women in science, technology, engineering and math…and girls lose interest in these subjects as early as age 8, GoldieBlox is determined to change the equation. Construction toys develop an early interest in these subjects, but for over a hundred years, they’ve been considered “boys’ toys”. By designing a construction toy from the female perspective, we aim to disrupt the pink aisle and inspire the future generation of female engineers.

We believe there are a million girls out there who are engineers. They just might not know it yet. We think GoldieBlox can show them the way.

Go to to see it all.

twitter facebook linkedin google+ klout instagram pinterest youtube tumblr