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Toy and story kit aims to encourage girls to develop an interest in engineering

Publishing & Media

GoldieBlox is a startup using building blocks and story books to engage girls with the practice of constructing spaces and objects.

The engineering sector is dominated by men and there are those who believe that the female perspective could bring fresh thinking and innovation to such an important industry. The Roominate range of dolls’ houses is already offering a way for girls to become interested in design and electronics, and now is another startup using building blocks and story books to encourage girls to construct spaces and objects. The business – which recently surpassed its funding goal on – is the brainchild of Stanford engineering graduate Debbie Sterling, who believes that not enough toys that foster the spatial skills involved in the subject are designed with girls in mind. After extensive research, she found that boys are naturally drawn to activity-based toys, while girls are more engaged with books. Combining the two, GoldieBlox uses the tale of an adventurous female character who needs the child to complete certain tasks to help her on her missions. Aimed at five to nine-year-olds, the kit comes in three versions, each with a different storybook, character figurines and building apparatus, ranging from a pulley elevator to a belt drive. The toys are currently available to pre-order on Kickstarter for USD 30, while the stories are also available as free e-books for the iPad and iPhone. The video below explains more about the concept: GoldieBlox recognizes that boy’s toys can’t simply be rebranded in pink to appeal to girls and has set about creating a product designed specifically for them. Are there any other ways to get girls to enjoy traditionally male-dominated subjects? Spotted by: Regina Gauer

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