Can a Kids' Toy Bring More Women Into Engineering?

Meet GoldieBlox, the lady engineer who hopes to unseat the princesses from their toy-store thrones 


Susan Burdick/GoldieBlox

Bob the Builder. Jimmy Neutron. Lego Man. Sid the Science Kid. Handy Manny.

The science-loving, tower-building cartoon heroes popular among kids today are all boys, or -- I suppose, in the case of Lego Man -- men.

Incidentally, so are about 90 percent of America's engineers (pdf).

San Francisco-based entrepreneur Debbie Sterling wants to change that statistic. Sterling was trained as an engineer at Stanford, where she was one of 181 women in a program that graduated nearly 700 people in all. To even out the score, she decided to begin with an early intervention in a girl's life, and she set her sights on the toy aisle. Girls, she says, begin demonstrating less interest in science, math, and engineering when they are as young as eight. "Take a walk through a toy store and you can begin to see why; the 'blue aisle' is filled with construction toys and chemistry sets, while the 'pink aisle' is filled with princesses and dolls," read the press materials from her company. "If we want more female engineers, we need to open their minds to engineering at a young age."

How could a toy engage girls in engineering? What would make it different from the "standard" (read: geared-toward-boys) Lego and Erector sets? Sterling spent more than a year researching these questions and, gradually, GoldieBlox -- a female engineer character, Goldie, and a related construction toy -- emerged. It hit Kickstarter this morning as Sterling seeks to raise $150,000 for a first round of production.

At the center of Sterling's creation are several strategies for getting girls to build: engage them with a story, challenge them to build with a problem-solving purpose, use materials that are warm or soft to the touch (no metal) and have shapes with curved edges, and presented in colors that American girls in the year 2012 tend to be attracted to. The toy set includes the story of its heroine, "GoldieBlox and the Spinning Machine" (available as a book or iOS app), five character figurines (Goldie's "friends"), and building kit that includes plastic elements and a ribbon.

The premise is that as Goldie's story unfolds, she builds different devices that help her accomplish certain tasks. Every time the "build" icon appears, girls following along have to build along with her in order for the story to continue. For example, in the book's first story, Goldie needs to build a spinning machine for her dog. "There's just this moment of excitement for a girl when they wrap this ribbon around this wheel and they pull it and it spins," Sterling says. "It's such a basic engineering principle of a wheel spinning on an axle, but it is this magical moment for every girl I have tested."

Since most girls are used to playing with static toys, Sterling points out, the simple act of creating motion can prove to be exciting for them.  


As the book progresses, the building projects get more complex, and the girls have to create contraptions that can spin more and more of the story's characters. Sterling recalled, "I kept hearing the same thing over and over again: Girls saying 'I want to spin all the animals! I want to spin all the animals!' They get really into it. Rather than just tossing the construction element aside and just play-acting with the characters (which is what I thought might happen), they really wanted to build."

Part of Sterling's hope is that by getting girls to build for Goldie, they'll come to see building and design as something that can have their own social value. "Girls really want to help people and they care about nurturing," she says. "When you think about how back in the day, most doctors were male. As women began to gain more power, guess who starts to become doctors? Women. Because they love nurturing and caring about people -- it was an obvious step. I think the same thing will happen with engineering, once we learn what engineering really is and we get beyond the stereotype of a nerdy man sitting alone in a cubicle at a computer. Engineers are solving some of the world's biggest problems and helping people."

Presented by

Rebecca J. Rosen is a senior editor at The Atlantic, where she oversees the Business Channel. She was previously an associate editor at The Wilson Quarterly.

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