GoldieBlox
| Founder | Debbie Sterling |
|---|
GoldieBlox is a U.S.-based toy manufacturer that creates interactive products specifically designed for girls. The brand combines construction sets with accompanying storybooks to promote early engagement in STEM fields. Established in 2012 through a Kickstarter prototype, GoldieBlox achieved more than $1 million in pre-orders within its initial month. Its products later became available at prominent retailers including Toys "R" Us and Amazon. Over time, the company transitioned from its original construction and storybook kits to concentrate on craft kits tailored for girls.
The company was founded by Debbie Sterling, an entrepreneur and Stanford engineering alumna, and is located in Los Angeles, California.
History
During her time at Stanford, Sterling noticed that women represented only 11% of engineers in the United States. Studies indicated that girls tend to lose interest in math and science by around age eight. After examining early childhood development and the marketing of gender-specific toys, Sterling recognized girls’ verbal strengths and developed GoldieBlox to merge storytelling with hands-on building activities, centered around Goldie, a female inventor character.
To fund manufacturing, Sterling initiated a Kickstarter campaign in 2012, surpassing a $150,000 target within four days and ultimately raising $285,881 from 5,519 supporters by the campaign’s conclusion. This crowdfunding success validated the business concept and facilitated initial market penetration.
Products
Designed for children aged 4 to 9, GoldieBlox’s toy line introduces engineering principles to girls through narrative-driven construction play. The series includes six unique sets featuring new characters and concepts. In 2014, GoldieBlox expanded into digital media with its debut mobile application, GoldieBlox and the Movie Machine, which incorporated the company’s first animated short and was honored by Apple as one of the Best Apps of 2014. Additionally, the digital platform Bloxtown provides original video content presenting fresh design ideas for children to explore at home.
GoldieBlox & Rube Goldberg "Princess Machine"
In November 2013, GoldieBlox published the "Princess Machine" video on YouTube, showcasing three girls constructing a Rube Goldberg device accompanied by a parody of the Beastie Boys' track "Girls." The Beastie Boys challenged the unauthorized use of their song, prompting GoldieBlox to seek a declaratory judgment asserting fair use based on parody and their objective to confront gender stereotypes in STEM fields. Although many supported GoldieBlox’s mission, the band maintained that their music could not be employed in commercial advertisements, referencing a stipulation in the late Adam Yauch’s will.
After discussions, GoldieBlox removed the video and issued a public letter honoring these conditions. The conflict was ultimately resolved through a settlement granting GoldieBlox a retroactive license for the song’s use. Under this agreement, GoldieBlox agreed to donate 1% of its gross revenue annually—capped at $1 million—to a charity dedicated to promoting STEM education for girls, chosen collaboratively by both parties. This outcome reinforced GoldieBlox’s dedication to empowering young females in engineering and technology sectors.
"This is Your Brain on Engineering (GoldieBlox Easter PSA)"
In April 2014, GoldieBlox introduced the "This is Your Brain on Engineering (GoldieBlox Easter PSA)" video on YouTube. The clip contrasts a young girl's mindset "on princess" with her mindset "on engineering," emphasizing the brand’s mission to inspire girls to pursue STEM disciplines.
"GoldieBlox vs. the Big Sister Machine"
November 2014 saw the release of "GoldieBlox vs. the Big Sister Machine," a video promoting female role models rooted in creativity and innovation. It showcases a defiant Little Sister, modeled after Goldie, who challenges conventional beauty standards and champions empowerment, all set to Metric’s track "Help I'm Alive."
"Lightning Strikes"
GoldieBlox unveiled its inaugural single and animated music video, "Lightning Strikes," in December 2014. Composed and performed by Emily Haines of Metric, the song highlights Goldie’s persona as a resolute inventor overcoming challenges, reinforcing the company’s commitment to female empowerment within engineering.
Intuit's Small Business Big Game Super Bowl commercial
In February 2014, GoldieBlox earned the top prize in Intuit's Small Business, Big Game contest, winning a 30-second commercial slot during Super Bowl XLVIII valued at $4 million. This achievement marked the first instance of a small business advertising during the Super Bowl. The ad featured a parody of Slade/Quiet Riot’s "Cum On Feel the Noize" with modified lyrics encouraging girls' involvement in building and STEM: "More than pink, pink, pink, we want to think," exemplifying GoldieBlox’s strategic approach to broaden its audience and enhance brand recognition.