Posts Tagged ‘A Mighty Girl’

Stanford educated engineer, Debbie Sterling, was always bothered by how few women were in her program. (Of 181 students in her program, she was the lone female.) It’s not that she didn’t understand why the gender gap existed. She related. As a child, her parents didn’t play LEGO or Lincoln Logs with her. It never occurred to them– or to her– to encourage exploration in building toys. Sterling didn’t get interested in engineering until high school. Now, she’s found a way to get more girls into building earlier. And guess what? Her tactic doesn’t involve turning¬† a toy pink.

Sterling created Goldieblox. She describes it as “a book and a construction toy combined. It stars Goldie, the girl inventor and her motley crew of friends who go on adventures and solve problems by building simple machines.”

One thing I LOVE about this toy is that Sterling created a narrative with a female protagonist around the activity of building. While I don’t necessarily agree with her reason for this tactic (“Boys like to build, girls like to read”) I do think that there are not enough stories starring females that revolve around action, adventure, and building. Most action toys– Batman, Star Wars figures, Superman on and on– have stories that go with them. If you gave a kid a Darth Vader figure without a billion dollar marketing movie machine, let’s just say that toy wouldn’t sell so well. While there is no Goldieblox blockbuster in theaters, helping children to create a story around a character is key to inciting interest and play. I create stories in order to get my kids dressed in the morning or into the bath. Narratives are the most powerful tools we have. Sterling uses narrative brilliantly to sell her toy, not only in the product itself but in the video she created to raise the money she needed to get it in production.

Here’s the video she made for Kickstarter. Please watch, it’s so inspiring.

After this went around the web, Sterling surpassed her goal of 5,000 orders. Goldieblox is in production. Not only that, the company has already started receiving orders from toystores. Goldieblox.com was just launched and you can order your toys there.

Sterling says, “The thing is 89% of engineers are male, so we literally live in a man’s world. Yet 50% of the population is female. So if we want to live in a better world, we need girls building these things too, We need girls solving these problems.”

I started Reel Girl just after Christmas almost three years ago, so freaked out by the pile of pink toys my three daughters received, most involving some form of dressing dolls: paper, wooden, plastic, magnetic, tiny, large, soft, and hard. I have to say, this year, with sites like A Mighty Girl’s and Toward the Stars, new toys like Goldieblox, books and DVDs I’ve sought out (Reel Girl recommends) this is the first year since I had children that I am actually excited about Christmas shopping.

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I think I just bought half of the “dolls/ action figures” compiled and recommended by A Mighty Girl, and I don’t even feel guilty about my spree.¬† I am hoping that I can hold on to the Wonder Woman in her invisible airplane until Christmas, but it is so cool, I don’t know… Toys are so key to imaginary play. When kids are given these kind of tools, instead of plastic hairbrushes, make-up, and dolls to dress, so aggressively marketed to girls, their narratives go wild. You’ve got to check these products out. Some, like the Jane Austen doll, are not available. (BOO-HOO) Several, when you click on them, say that only a few are left. It really makes me get how much of this is about MARKETING. Who knew about these toys? Yes, Wonder Woman remains in her underwear. Baby steps, here. We are desperate for MORE stories featuring female heroes. A much wider variety of costumes and poses are needed in the toys of kidworld. (Does this image show the importance of a pose or what?) But for what’s available out there, A Mighty Girl’s new resource is unmatched.

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