Smarts
Charlotte Hannah
July 03, 2013

GoldieBlox Ad Features Little Girls Disrupting the ‘Pink Aisle’ (VIDEO)


Great news, everyone: just like Goldilocks broke into some bears’ house and ate all their porridge, GoldieBlox is busting into the “pink aisle” of your local Toys ‘R Us to shake things up – and here at Twirlit, we couldn’t be happier.

As we reported last year, GoldieBlox is a line of combination storybook and building set toys aimed at young girls. As girls read the story, they also learn to build something, like this belt drive:

Photo credit: GoldieBlox

Photo credit: GoldieBlox

Via: ThinkGeek

Via: ThinkGeek

GoldieBlox was created by engineer Debbie Sterling, who was looking for a way to legitimately get girls interested in building and engineering, without resorting to the lame “pinkifying” of traditional boys’ toys, as so many other brands have done. (We’re looking at you, LEGO.)

After talking to lots of young girls, Sterling decided what’s missing from construction sets like Lincoln Logs and K’nex isn’t the color pink (duh) – it’s a storytelling element. By adding a book for girls to read along with, Sterling hopes to get more young women interested in building.

When we last heard about GoldieBlox, it was in the process of sourcing funding on Kickstarter – which it did, quickly drawing in $285,900 from backers who were presumably just as frustrated with the current state of toys for girls as we are.

Well, guess what, you guys: GoldieBlox is no longer a small Kickstarter project – it’s coming to Toys ‘R Us. Check out this awesome video!

Got a sister/daughter/niece/young friend with a birthday coming up? Now you’re set!