‘More Than a Princess,’ Goldie Blox Looks to Break the Mold of Girls’ Toys (VIDEO)

Goldie Blox
Now in the toy aisle near you — and the princesses

You wouldn’t think that encouraging girls to build thrones instead of just sitting in them was a novel concept. You wouldn’t think that until you take a walk down the aisles of a toy store and see that the toys for girls are pink, pretty and precious, and not much else.

Debbie Sterling, a female engineer from Stanford university, believes that engineers “can’t responsibly build our world’s future without the female perspective,” and yet, 89 percent of he world’s engineers — the people “solving some of the biggest challenges our society faces” — are men.

That’s why in 2012 Sterling founded Goldie Blox — to get girls “interested in engineering, develop their spatial skills and build self-confidence in their problem-solving abilities.”

“It’s 2013. It’s about time we opened our girls’ minds beyond the pink aisle at the toy store,” says the Goldie Blox website. “It’s time to build a new story so our girls can help build our future.”

So GoldieBlox is taking on the toy industry — one toy aisle at a time. Although right now they’re in more than one toy aisle. In fact, they’re soon to be in over 600 Toys ‘R’ Us aisles with their Goldie Blox Spinning Machines.

According to Forbes, Sterling felt that “most construction and engineering kits, which are touted as ‘technical and numerical toys,’ don’t include the storytelling that appeals to many girls. After talking to young girls including some she found by offering free babysitting on Craigslist Sterling discovered that many girls consider books to be their favorite toys . . . Each GoldieBox kit combines a construction toy and a book that features Goldie, a smart young girl wearing a tool belt who helps solves problems by building machines. With the Spinning Machine, Sterling introduces girls to the idea of a belt drive and the concept of tension by using a a plastic pegboard, spools and ribbon to teach them how to turn one and then multiple wheels as part of a story involving Goldie’s dog Nacho and several other characters.”

Sterling hopes families will march their girls into Toys “R” Us stores, look at Barbies on the shelves, and march out with Gold Blox instead.

Take a look:

[videopost src=’’]


Photo/video credit: Goldie Blox

More from Meredith on Babble:

Follow Meredith on Twitter and check out her regular column on the Op-Ed page of The Denver Post at

Article Posted 3 years Ago

Videos You May Like