GoldieBlox, the white hot engineering toy designed specifically for girls landed this week at Fat Brain Toys. As a company that adds more than 2,000 new toys a year, very rarely are we surprised or see as much buzz surrounding a toy as we have with Debbie Sterling's new product. Stanford engineering grad Sterling has experienced first hand the lack of women in the engineering field. The recent numbers being tossed around are that roughly 10% of the world's engineers are women. While there can be many reasons why this career is so heavily weighted as a man's field, Sterling understood and acknowledged the power of play and toys. She noticed that most building toys were geared toward boys. Thus began the GoldieBlox journey. The Huffington Post explains:
"Debbie Sterling wants to re-engineer the world, one girl at a time. A Stanford engineer who spent her childhood years thinking "engineering was nerdy and intimidating and just for boys", she was inspired by a statistic (trumpeted on her Kickstarter page, "only 11 percent of engineers are women and girls start losing interest in science as young as age eight!") and has made it her mission to move some numbers via "GoldieBlox", a feminine-styled engineering toy set that, in broad terms, could be thought of as pastel-painted, round-edged Legos for girls.
While the real LEGO Company "Legos for Girls" have come under heavy fire from feminist groups for being overly sexy and less than engineering-friendly, Sterling wants to emphasize that her 'blox go beyond "making it pink" in appealing to the kindergarten girl demographic. If the $150,000 project is funded on Kickstarter, the first GoldieBlox set will contain a pegboard, character figurines, plastic put-togetherable tools like axles, cranks, wheels and washers and a narrative booklet cum instruction manual featuring engineer "Goldie" and her many amusable pets."
Forward thinking parents and grandparents have been looking to Fat Brain Toys for innovative playthings for years. So "Miss GoldieBlox" Debbie Sterling, we applaud you for your efforts and look forward to building a new generation of female engineers!
Fat Brain Toys
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