Super Bowl viewers might have noticed the ad for GoldieBlox toys during this year's game; the television spot featured images of little girls ditching stereotypical toys in order to build rockets and other inventions. The small company is a newcomer to the construction toy business, but it has risen quickly, thanks to clever marketing and the Super Bowl ad, which Goldieblox won through Intuit's Small Business Big Game promotion.
The toys are designed to get young girls interested in engineering skills. Debbie Sterling, the founder and CEO of GoldieBlox, earned a degree in Mechanical Engineering and Product Design from Stanford, and her concern over the scarcity of women engineers led her to create the toy line.
There are currently three sets available, each with a story revolving around Goldie and her adventures. The largest set is GoldieBlox and the Spinning Machine, which retails for$29.99. Two smaller sets, GoldieBlox and the Parade Float and GoldieBlox and the Dunk Tank, retail for $19.99. Each set is meant to teach a different engineering concept, and the toys are targeted at girls ages 4-9. Animal figurines, bright colors, and girl-friendly elements like ribbon help to sell the idea that these toys are meant for girls.
You can learn more about GoldieBlox and the company's mission by visiting the official GoldieBlox website, or you can watch the extended version of the Super Bowl ad to see how the toys are being marketed. You can now find Goldieblox products at Target, Toys R Us, and online.