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).

PROMOTED VIDEO
Life and Style
ebookNow available in paperback
Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
Arts and Entertainment
Tony Hughes (James Nesbitt) after his son Olly disappeared on a family holiday in France
tv
Arts and Entertainment
The Apprentice candidates Roisin Hogan, Solomon Akhtar, Mark Wright, Bianca Miller, Daniel Lassman
tvReview: But which contestants got the boot?
Arts and Entertainment
Jim Carrey and Jeff Daniels ride again in Dumb and Dumber To
filmReview: Dumb And Dumber To was a really stupid idea
Extras
indybest
Sport
Scunthorpe goalkeeper Sam Slocombe (left) is congratulated by winning penalty taker Miguel Llera (right)
football
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

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

ES Rentals

    iJobs Job Widget
    iJobs Gadgets & Tech

    Ashdown Group: IT Analyst / Helpdesk - 2 Month Contract - £15ph - High Wycombe

    £15 per hour: Ashdown Group: IT Analyst / Helpdesk - 2 Month Contract - £15ph ...

    Recruitment Genius: Automation Test Analyst

    £35000 - £50000 per annum: Recruitment Genius: This group is the world's secon...

    Ashdown Group: Service Desk Analyst - Application Support - Central London

    £30000 - £35000 per annum + Benefits: Ashdown Group: Service Desk Analyst (App...

    Ampersand Consulting LLP: 3rd Line Support Engineer (Windows Server, Exchange Server)

    £35000 per annum + Benefits: Ampersand Consulting LLP: 3rd Line Support Engine...

    Day In a Page

    Jeb Bush vs Hillary Clinton: The power dynamics of the two first families

    Jeb Bush vs Hillary Clinton

    Karen Tumulty explores the power dynamics of the two first families
    Stockholm is rivalling Silicon Valley with a hotbed of technology start-ups

    Stockholm is rivalling Silicon Valley

    The Swedish capital is home to two of the most popular video games in the world, as well as thousands of technology start-ups worth hundreds of millions of pounds – and it's all happened since 2009
    Did Japanese workers really get their symbols mixed up and display Santa on a crucifix?

    Crucified Santa: Urban myth refuses to die

    The story goes that Japanese store workers created a life-size effigy of a smiling "Father Kurisumasu" attached to a facsimile of Our Lord's final instrument of torture
    Jennifer Saunders and Kate Moss join David Walliams on set for TV adaptation of The Boy in the Dress

    The Boy in the Dress: On set with the stars

    Walliams' story about a boy who goes to school in a dress will be shown this Christmas
    La Famille Bélier is being touted as this year's Amelie - so why are many in the deaf community outraged by it?

    Deaf community outraged by La Famille Bélier

    The new film tells the story of a deaf-mute farming family and is being touted as this year's Amelie
    10 best high-end laptops

    10 best high-end laptops

    From lightweight and zippy devices to gaming beasts, we test the latest in top-spec portable computers
    Michael Carberry: ‘After such a tough time, I’m not sure I will stay in the game’

    Michael Carberry: ‘After such a tough time, I’m not sure I will stay in the game’

    The batsman has grown disillusioned after England’s Ashes debacle and allegations linking him to the Pietersen affair
    Susie Wolff: A driving force in battle for equality behind the wheel

    Susie Wolff: A driving force in battle for equality behind the wheel

    The Williams driver has had plenty of doubters, but hopes she will be judged by her ability in the cockpit
    Adam Gemili interview: 'No abs Adam' plans to muscle in on Usain Bolt's turf

    'No abs Adam' plans to muscle in on Usain Bolt's turf

    After a year touched by tragedy, Adam Gemili wants to become the sixth Briton to run a sub-10sec 100m
    Calls for a military mental health 'quality mark'

    Homeless Veterans campaign

    Expert calls for military mental health 'quality mark'
    Racton Man: Analysis shows famous skeleton was a 6ft Bronze Age superman

    Meet Racton Man

    Analysis shows famous skeleton was a 6ft Bronze Age superman
    Garden Bridge: St Paul’s adds to £175m project’s troubled waters

    Garden Bridge

    St Paul’s adds to £175m project’s troubled waters
    Stuff your own Christmas mouse ornament: An evening class in taxidermy with a festive feel

    Stuff your own Christmas mouse ornament

    An evening class in taxidermy with a festive feel
    Joint Enterprise: The legal doctrine which critics say has caused hundreds of miscarriages of justice

    Joint Enterprise

    The legal doctrine which critics say has caused hundreds of miscarriages of justice
    Freud and Eros: Love, Lust and Longing at the Freud Museum: Objects of Desire

    Freud and Eros

    Love, Lust and Longing at the Freud Museum