GoldieBlox Toys

This marketing ad campaign introduces a new market segment to the world of children's toys. Infiltrated with fuzzy pink boas, dainty tea sets, and barbie dolls, the market segment for little girl's toys has been somewhat homogenous. Goldieblox, however, has introduced new products that "aim to disrupt the pink aisle and inspire the future generation of female engineers." The company continues by stating that "construction toys develop an early interest in these subjects, but for over a hundred years, they've been considered "boys' toys.” GoldieBlox is determined to change the equation". Introducing a line of products that engage little girls' problem solving, spatial,  skills, and creative innovation, CEO Debbie Sterling has targeted little girls form ages 4-9 and has created products that adhere to the feminine culture, while presenting empowering skills at an early age. In this sense, she is challenging a sense of traditionalism  and creating a market for her products. Reaching a seemingly untapped consumer base, Sterling is devoted to fostering future female engineers and is positioning itself unconventionaly amongst boy's toys to do so. 

http://youtu.be/IIGyVa5Xftw
http://www.goldieblox.com/pages/about