with contributor anniegee
Goldie Blox is a toy brand that is assertively staking their claim to "disrupt the pink aisle" by providing young girls the resources and visual language to engage in the early stages of engineering, which is typically boys’ turf. While many of the stores selling the
product are smaller boutique toy stores, Goldie Blox has also infiltrated the system at large. Both Toys R Us and Target sell the toys either online or in store, indicating that the mainstream market for little girls is looking for the brand of girl power that Goldie Blox delivers.

Their motto
– “Toys for Future Innovators” – differentiates this brand from the majority
of toys targeted to young girls. It's been awhile since we've seen astronaut or
doctor Barbie, and even in the old days, professional Barbie seemed more like a
costume than a call to a professional identity. The Goldie Blox packaging is "cute", and
features Goldie with her big sparkling eyes, but the visuals aren't as saturated
in pink glitter, butterflies, and rainbows as typical girls’ toys. Ditto the
colors and typography, which are fun and engaging without going overboard. And
they know how to use the digital space
wisely. Last year, Goldie Blox put out an ad spot that went totally viral. The video showcases three young
girls who are totally bored with the frills of their current girly toys. Inspired,
they use everything from a pink feather boa to a spinning Barbie to build a
multi-layered "Princess Machine" inspired by the
Rube
Goldberg Machine beloved by who? Boys and men! Take that, guys!

Debbie Sterling, Goldie Blox CEO (and real
life mechanical engineer) has definitely seized a market opportunity. Growing
up in a small town, Sterling didn’t even realize that engineering was something
that existed, let alone something she could do. Since getting her degree, she realized
that if she didn’t know her options, lots of other little girls didn’t know
theirs, either. Consequently, her brand has been lauded as a feminist brand but
also criticized for the same reasons. This is one reason I always say that when
you approach brand analysis, you
need to come at it from a neutral perspective, and see in a pure way what the
brand has to tell you. This is the basis of being a good brand analyst.
No matter what your politics, the whole world
should be presented to young girls, so that playtime encourages them to become
strong, thinking young women. You can be a princess, dress up, wear pink, and
still be an engineer. Goldie Blox encourages girls to be multi-faceted people; both
"girly" and smart. As Sterling said,
"We believe that femininity is strong and girls will build the
future — literally." Is everything
perfect? Have we finally reached the pinnacle of gender equality? Has Goldie Blox
totally revolutionized the toy industry? Of course not. However, the
conversation has started; moves are being made, and that’s just as important. And
from a branding perspective, it’s always good to be first out of the gate in
claiming a new space. Education is always required; think of Apple in the early
days. And look where
they are now!