GoldieBlox: the engineering toys for girls that aim to 'level the playing field'

Launched by an ex-Stanford engineer, the video ad for GoldieBlox has already gone viral with just under 6 million views on YouTube

Last week, on November 17, a video was uploaded to YouTube which has since gone viral, pulling in almost six million views.

The video features three little girls who excitedly follow an ingenious system (a Rube Goldberg machine) around a house including bowling balls, running taps and a great deal of creativity in the engineering department.

There’s an accompanying song, too, which, aside from being ridiculously catchy, has the lyrics: “Girls to build the spaceship/ Girls to code the new app/ Girls to grow up knowing that they can engineer that.” Those lines pretty much sum up what GoldieBlox, the company behind the video, is all about.

Put simply, GoldieBlox‘s goal is “to get girls building”. To do this, Debbie Sterling, the inventor and CEO of GoldieBlox, has created a construction toy, which comes with an accompanying story and that is specifically aimed at young girls. The stories feature Goldie, a female inventor, and narrate a number of adventures that, to be completed, require the reader to have an understanding of basic engineering principles, and also to be able to apply them.

Sterling, who graduated from Stanford University with a degree in Mechanical Engineering/ Product Design, estimates that for every female engineer in the world, there are approximately nine other male engineers. With GoldieBlox, Sterling is looking “to help level the playing field in every sense of the phrase”.

The viral success of the YouTube video has been replicated in a number of other ways. GoldieBlox’s Kickstarter campaign, which closed last month, raised $135,000 more than the original target. GoldieBlox is also one of four finalists who can be voted for to have its advert played during next year’s Super Bowl.

There are currently two toy/book combinations on the GoldieBlox website, which are retailing for $19.99 and $29.99 (£12 and £19).

Life and Style
ebookNow available in paperback
ebooks
ebookA delicious collection of 50 meaty main courses
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Gadgets & Tech

    Recruitment Genius: UX Consultant

    £35000 - £45000 per annum: Recruitment Genius: You will be working with a 8 st...

    Recruitment Genius: Head of Support Services

    £40000 - £55000 per annum: Recruitment Genius: This is an exciting opportunity...

    Recruitment Genius: Business Development Manager / Sales - OTE £40,000

    £20000 - £40000 per annum: Recruitment Genius: This IT provider for the educat...

    Recruitment Genius: Front End Developer / Web Designer

    £20000 - £25000 per annum: Recruitment Genius: This leader in the e-cigarette ...

    Day In a Page

    Orthorexia nervosa: How becoming obsessed with healthy eating can lead to malnutrition

    Orthorexia nervosa

    How becoming obsessed with healthy eating can lead to malnutrition
    Lady Chatterley is not obscene, says TV director

    Lady Chatterley’s Lover

    Director Jed Mercurio on why DH Lawrence's novel 'is not an obscene story'
    Farmers in tropical forests are training ants to kill off bigger pests

    Set a pest to catch a pest

    Farmers in tropical forests are training ants to kill off bigger pests
    Mexico: A culture that celebrates darkness as an essential part of life

    The dark side of Mexico

    A culture that celebrates darkness as an essential part of life
    Being sexually assaulted was not your fault, Chrissie Hynde. Don't tell other victims it was theirs

    Being sexually assaulted was not your fault, Chrissie Hynde

    Please don't tell other victims it was theirs
    A nap a day could save your life - and here's why

    A nap a day could save your life

    A midday nap is 'associated with reduced blood pressure'
    If men are so obsessed by sex, why do they clam up when confronted with the grisly realities?

    If men are so obsessed by sex...

    ...why do they clam up when confronted with the grisly realities?
    The comedy titans of Avalon on their attempt to save BBC3

    Jon Thoday and Richard Allen-Turner

    The comedy titans of Avalon on their attempt to save BBC3
    The bathing machine is back... but with a difference

    Rolling in the deep

    The bathing machine is back but with a difference
    Part-privatised tests, new age limits, driverless cars: Tories plot motoring revolution

    Conservatives plot a motoring revolution

    Draft report reveals biggest reform to regulations since driving test introduced in 1935
    The Silk Roads that trace civilisation: Long before the West rose to power, Asian pathways were connecting peoples and places

    The Silk Roads that trace civilisation

    Long before the West rose to power, Asian pathways were connecting peoples and places
    House of Lords: Outcry as donors, fixers and MPs caught up in expenses scandal are ennobled

    The honours that shame Britain

    Outcry as donors, fixers and MPs caught up in expenses scandal are ennobled
    When it comes to street harassment, we need to talk about race

    'When it comes to street harassment, we need to talk about race'

    Why are black men living the stereotypes and why are we letting them get away with it?
    International Tap Festival: Forget Fred Astaire and Ginger Rogers - this dancing is improvised, spontaneous and rhythmic

    International Tap Festival comes to the UK

    Forget Fred Astaire and Ginger Rogers - this dancing is improvised, spontaneous and rhythmic
    War with Isis: Is Turkey's buffer zone in Syria a matter of self-defence – or just anti-Kurd?

    Turkey's buffer zone in Syria: self-defence – or just anti-Kurd?

    Ankara accused of exacerbating racial division by allowing Turkmen minority to cross the border