Female graduates consist of fewer than 3 in 10 in science, technology, engineering and mathematics. Women barely scrape 1 in 10 among qualified engineers. From an early age the sexes are divided and toys marketed to girls usually don't encourage them to enter engineering fields. This toy commercial intends to change that by teaching girls while they are young that these engineering can be fun — and apparently epic. Check it out.
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GoldieBlox's new advert not only challenges the idea that little girls like all things pretty, pink and fluffy, it takes that idea and hacks it to shreds. The product itself is an engineering game, which gives girls the chance to play with a "boy's toy", in packaging more gender neutral.
Words by Gemma Clark
