Disrupting the Pink Aisle!

Recently I heard about this awesome new company called "GoldieBlox." It is a building and engineering toy DESIGNED FOR GIRLS. That's right young ladies... No more playing with toys designed for young boy brains and just painted pink and purple. This toy is actually made for the way that little girls brains learn spacial relationship skills.

Am I saying that girls can't play with Legos? NO! I loved Legos and Lincoln Logs as a kid and they are among my favorite toys to play with now, as a mother. But it is nice to see that there is a new brand of girl toys that really are doing the research into how girls learn.

The fields of mathematics, science, and engineering are still a hugely male dominated world. Partly, because young girls are not provided with the play skills that grow their STEM (Science, Technology, Engineering, and Math) skills the same way that young boys are.

GoldieBlox is leveling that playing field, while attempting to overthrow the current PINK AISLE, filled with domestic dollies and toy kitchens. Here at GenderBlind, I want to say that this commercial was the only reason that I paid any attention to this years Super Bowl Game. They won the commercial spot and I am sure they have felt the positive shift in popularity as a result.

The GoldieBlox website is so user friendly! They have incorporated the commercial above as well as a multi-media video from the founder in which she discusses her mission.

Another thing that I LOVE about their branding is that they are not using only the two "girl colors" of pink and purple. The girls are dressed in a gender balanced way as well. They aren't in tiaras and princess dresses. It is just about perfect for me all around and I am considering purchasing one for my son and I to play around with... you know, just to see how we like the toy! Because as far as I'm concerned, just because it is made with girls in mind, doesn't mean that a boy shouldn't play with it!

I hope you all check out this commercial and the company and give me your feedback!

Thanks for letting me share,

Jenni