#ALD12 @findingada Debbie Sterling


Debbie Sterling is the CEO of GoldieBlox, a construction toy for girls. On Core77:

Debbie Sterling was discouraged by the stereotypes that suggested that boys should play with Bob the Builder while girls were left to dress up Barbie. With 89% of male engineers in her program at Stanford, it was obvious that there was a gender gap in the field. But more notably, Sterling was aware that there was a significant gap in the formative space of play. Because of this, she was motivated to spend a year of research with over 100 children in order to develop GoldieBlox: a construction toy for girls.

“My goal in starting GoldieBlox is to give girls a positive female engineer role model to show them that they too, belong in the field of engineering. After all, engineers are building the technologies and devices that make our world a better place. The sad reality is that only 11% of engineers in the US are women. It’s about time we inspire our girls to help build the future too.”

GoldieBlox has just launched its interactive book and construction toy series that combines storytelling and building in a novel approach to encourage girls to play with construction toys.

The book and toy series stars “Goldie Blox,” the girl engineer character who builds simple machines to solve problems and help her friends. It introduces new engineering principles with each story, including lessons around wheels and axles, pulleys, force and friction.

The first book and toy in the series, “Goldie Blox and the Spinning Machine”, is perfect for ages 5-9 and retails for $30. The expected delivery date is February 2013. 


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