This earnest educational toy might have gone unnoticed amidst the babies and Barbies if it weren't for a hit viral video ad campaign showing little girls getting bored with a princess show and leaping up to create a giant Rube Goldberg machine out of toys.
The ad — which earned over eight million views on YouTube before a new version was posted due to a legal dispute over music use — has reignited a simmering debate: are playthings that encourage girls to become moms and beauty queens to blame for the dearth of women in the sciences? And if that's true, what's the best way to create toys that encourage girls to develop engineering and science skills? Some think building toys appealing directly to girls like GoldieBlox is the answer, while others want a more gender-neutral approach. And there are those who want to blow up the current pink-and-blue aisle segregation of toys altogether.
Most experts agree that the pink aisle does have a negative impact on girls' interest in the STEM (science, technology, engineering and math) subjects. "Wanting to be a doctor or architect or cook, that really begins when you're young and walking around with a stethoscope or playing with an Easy Bake oven," says Richard Gottlieb, CEO of toy industry consulting firm Global Toy Experts.
Gender identification begins around preschool, when children's brains are most susceptible to definitions of gender according to Lise Eliot, a neuroscientist and the author of Pink Brain, Blue Brain. And when youngsters enter the aisle labeled for girls, the only STEM options they're really offered are chemistry sets that help create makeup or building blocks to construct pet grooming shops. (By contrast, boys' chemistry kits usually allow them to create anything from icky goo to things that blow up to food.)
By the time kids reach third grade, there's a real divide between boys and girls when it comes to STEM-related ambitions. A 2009 poll by the American Society for Quality of children 8 to 17, 24 percent of boys said they were interested in a career engineering, but only five percent of girls said the same. And that gap continues with adults: Just 11% of engineers are women—a fact that GoldieBlox's creators note prominently on their site—and only about a quarter of STEM degrees go to women and it's not about aptitude. Several international studies have shown that the gender difference in math and science are a by-product of culture, not biology. But quantifying cultural influences is complicated. The United States has one of the biggest gender gaps in math and science scores, but it's impossible to know how much of an effect changing the toy aisles would have. In parts of Asia for example, there are plenty of dolls in the stores, but there's a much smaller math gender gap for a host of other cultural reasons, like a better gender balance of teachers in schools.
We do know however that in the U.S. the pink aisle has gotten much more pink over the years. Global Toy Experts conducted a survey of 1,700 American moms three years ago asking them to compare the toys they played with growing up to those that their daughters were playing with today. They found a 25 percent drop across the board in girls playing with toys that would be considered gender-neutral or male (like construction or science kit toys).
True, as toy stores have gotten pinker, women have made more progress in the workplace. All those cute little vacuum cleaners and mini baby bottles haven't discouraged girls from going to college or excelling in academic fields other than science. Women make up the majority of undergrads and are entering law school in equal numbers to men. So it's clear that gendered toys aren't entirely to blame for the dearth of female engineers—a myriad of reasons from lack or mentors to childhood development contribute as well.
But the lack of STEM role models for young girls in popular culture is something that experts say is an issue when it comes to changing girls' attitudes toward math and science careers in the first place.
"There's Bob the Builder, Bill Nye the Science Guy, Jimmy Neutron—they're all boys with IQs off the chart. That's intimidating for all kids, but particularly for girls who suffer from this thing called math anxiety where they have really, really high standards for themselves when it comes to math," says Debbie Sterling, creator of GoldieBlox who thought of the toy after graduating from Stanford, frustrated with how few women there were in her chemical engineering program there. "If they don't get an A+ on something, then they think they're just naturally not inclined or born with it."
Sterling's solution to this problem was to create a toy designed for the way girls think. Goldie is a female role model who neither fit the born-genius trope (Goldie makes mistakes and learns from them) nor the nerdy anti-social brunette girl with glasses—a stereotypical character found in many kids' shows. (Think Velma from Scooby Doo or Gretchen from Recess.) Another set of Stanford grads has also gone that route. Their invention, Roominate, offers girls the experience of building a working circuited dollhouse in pastel colors.
But why make science and engineering toys girly at all? Why not just make all of them gender neutral? "I love the GolideBlox toys. I think they're really smart," says Elizabeth Sweet, a doctoral candidate at the University of California Davis, who has studied gender coding in toys. "But I think that by sort of highlighting and simplifying the differences between boys and girls, these things may have the unintended effect of further reinforcing the stereotypes that girls are inherently less capable and need extra stimulation."
Image: Girl, via Shutterstock