GoldieBlox faces many challenges with consumer perception of what toys should be sold to whom. Will they have any effect in STEM education for females if they are successful?
The specific factor of cultural norms has made marketing very difficult for GB. They must straddle the edge of destroying stereotypes while still attracting young girls and mothers who genuinely do like princesses and dolls. Even the creator notes, "There's nothing wrong with being a princess. We just think girls can build their own castles too."
In some ways, yes. These toys are going to encourage girls to be like the models "Ruby Rails" rather than the stereotypical Barbie doll. I remember as a child getting the opportunity to play with my brother's toys, but maybe I would be more interested in STEM if I had a chance like this too.
In some ways, however, no. This is not only about toys it is about encouraging teachers to encourage kids. The article mentions that the creator had one teacher who believed in her. The power of one made her an incredible entrepreneur. A switch of culture, maybe fostered by these toys, will be a surefire way of involving more women in STEM.
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