Young Engineers: Toy Chain Busts Gender Stereotypes
Girls invade the 'pink aisle' for GoldieBlox
By John Johnson, Newser Staff
Posted Jul 5, 2013 2:46 PM CDT
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(Newser) – A new ad from a new company called GoldieBlox is drawing rave reviews for its stereotype-busting premise: It shows little girls invading the "pink aisle" of a toy store to demand toys that set them on the path toward becoming engineers and scientists, reports the Mary Sue blog. GoldieBlox got its start last fall on Kickstarter after founder Debbie Sterling, a Stanford engineering grad, got fed up with the stereotypical girls' toys she saw everywhere, reports the Huffington Post.

Now the company has notched its first big success: It's got a deal with Toys 'R' Us to start selling its first product, called "GoldieBlox and the Spinning Machine," reports Forbes. The toy kit, and others to follow, will center on a girl inventor named Goldie who must build a particular machine to solve a problem. In the first kit, users will build a belt drive to power a spinning machine. As for that ad and the premise behind it: "Downright inspirational," says Boing Boing.

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Relatively True
Sep 16, 2015 3:25 PM CDT
I hope they don't invade the ER; nailing your shoes to a skateboard is a recipe for a broken nose, not a promising career in engineering.
Jul 7, 2013 7:40 AM CDT
This is long overdue. But what is keeping girls from shopping in the "boys" section, and boys from shopping in the "girls" section? We offered our children - a boy and a girl- blocks, trucks, Legos, dolls, stuffed animals, a kitchen set, toys without regard to gender. I was the full-time at-home dad. We didn't watch very much TV. But they both gravitated to gender stereo-typical toys. Hard wired? There's work to be done, surely. Boys/men are every bit as much steered into gender stereotypes as girls are. How many boys were encouraged to take home ed in high school? Field hockey? Figure skating?
Jul 5, 2013 11:09 PM CDT
In kindergarten, I loved the building blocks so much that I hoarded them so I could build bridges, buildings and cities. By high school, I wanted shop, but was refused, because it was only for boys. Post HS, I wanted tech school, but my family insisted on college. When I got job training, I wanted drafting, but again that was only for boys. When I wanted in as a trade apprentice, no dice. No girls allowed. Eventually, I had an architectural interiors career managing large commercial projects. But honestly, I would have been happier drafting right out of high school or working as a carpenter's apprentice. I'm a practical, mechanical person who likes to work with her hands, and I never wanted to go to college. Lots of women are good at design, architecture, engineering, and drafting. I don't see why anyone makes a big deal about it, or why so many roadblocks were put in my way.