This Entrepreneur Wants Girls to Think Engineering Is Awesome

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Debbie Sterling’s dream is that little girls dream of being engineers.

To encourage little girls to fantasize about inventing machines and building cool new stuff, Sterling founded GoldieBlox, a toy-company that makes construction games built around stories. Girls have a tendency to be more verbal and therefore they connect more with narratives that give them a “why” they are building something, Sterling discovered in her research.

Since launching in September of 2012, Sterling has been a bit of a sensation in the toy aisle. Her Kickstarter campaign racked up $1.5 million in presales, giving her some idea of the demand for her goal of “disrupting the pink aisle.” Throughout the GoldieBlox launch and early growth, there has been one constant: Sterling says the mission of her company -- to help girls get excited about engineering – always comes first. Everything else is second. caught up with Sterling earlier this fall at a social entrepreneurship conference in New York City called The Feast. Since then, GoldieBlox’s (adorable!) video of girls singing about engineering went viral and propelled Sterling's mission further into the mainstream. Unfortunately, the video also spurred a legal battle with the Beastie Boys and the original song in the video – a parody of the hit "Girls" – has since been replaced.


For Social Entrepreneurs, What Comes First: Business or Mission?

GoldieBlox Video About Girls Becoming Engineers Goes Viral

Edition: September 2017

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