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GoldieBlox is Disrupting the Pink Aisle
By: Cindy Wendland
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Products that go against the norm and attempt to create new categories or change the nature of how categories are defined deserve accolades. Easy Bake Ovens now come in colors other than pink because boys do like to bake and cook too! Building blocks and inventor sets now come in pink and purple because girls to like to build and create too!

GoldieBlox is leading the charge to disrupt the pink aisle. They were funded initially by Kickstarter and are adding construction toys to store shelves. GoldieBlox has won numerous awards and prizes in their first year of operation and topped off their year by winning the Intuit Small Business, Big Game Challenge. The GoldieBlox commercial aired during the Super Bowl. It showed girls rushing out to a park with pink toys to collectively build and launch a rocket ship.

The company’s goal is to create toys for future innovators and get girls building. GoldieBlox wants girls to know that they can be engineers too. The products are whimsically designed and fun to use. The company has encouraged customer submissions and received great customer feedback. They have also received great press. Their story is well documented on their own blog.

The marketing focus of GoldieBlox is very specific, unique, and unchallenged. It will be exciting to see what their new CMO will contribute in 2014, and how one toy company can change the face of engineering.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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