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Lahle Wolfe

Problem: 89% of Engineers Are Men. Solution: Goldi Blox?

By July 2, 2013

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Goldi Blox Toys

89% of all engineers are men.  And, this is not because girls are not interested in math and science, nor because boys are simply better are those things.  It is largely because we flood girls with pink, princess merchandise from the start, and we encourage our boys to build, create -- to think more than we do our little girls.

Walk down any toy isle and stand back for a moment.  You will see wall of pink, purple and dolls, stuffed animals, dress up costumes, and maybe some art supplies.  Oh, and rainbows.  You will see rainbows and flowers and puppies, too.  But the Legos and building sets and cars and toys that invoke spatial learning are largely marketing towards boys or tucked in their own "learning channel/nat geo" kind of aisle far away from the Pretty, Pretty Princess game.   I contest that simply changing their colors from blue, yellow, and red to pink, purple, and white is marketing to girls, rather it is marketing to stereotypes.

Debbie Sterling is an engineer who still loves pink and playing dress up, who has decided to share her love of engineering by offering little girls more than just something to play pretend mommy and princess with.  She created Goldi Blox, a toy that combines spatial skill and building problems with reading (reading is something girls seem to enjoy more than boys.)   The product, billed as "engineering toys for girls," uses interactive stories to help kids (girls!) create projects and solve problems and stimulates and supports an interest girls have in things that are not necessarily "girlie."

GoldieBlox, Inc. is a toy company founded in 2012 by Debbie Sterling, a female engineer from Stanford University. Engineers are solving some of the biggest challenges our society faces. They are critical to the world economy, earn higher salaries and have greater job security. And they are 89% male. We believe engineers can't responsibly build our world's future without the female perspective.

July 9, 2013 at 6:01 pm
(1) Starrpoint says:

we need more engineers, as a country and as a people, more women engineers.

It is a rich and fulfilling field and I encourage all woment to look into it.

Yes, girls stop excelling in math and science in middle school but often get turnned back onto it in college. Ever wonder why?

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