GoldieBlox Launches an App to Compliment Their Toys
In recent years, large movements have been underway in the name of gender equality. Whether this has taken the form of trying to change the standards expected of different genders or altering the way society views women in various work places, large pushes regarding the issue are constantly occurring. A toy company called GoldieBlox has been trying to get girls more interested in primarily male fields, namely engineering. The company developed lines of toys specifically to get girls involved in and familiar with the basics of engineering at a young age. While GoldieBlox has been around since 2012, the company has just recently released an app to work alongside the physical toys they sell.
The GoldieBlox app features mobile tech support for iOS devices. While the company still primarily deals in physical toys, it has released a new app to supplement and enhance the experience. The GoldieBlox app currently lets users make various GIF images that coincide with a movie-themed toy. In addition, the product also includes cartoons featuring several of the toy’s mascots. The company has also stated that it has plans for the near future to include a computer support approach in the form of a new website. The website would let users share and view other kids’ creations. Additionally, the website will create a greater sense of a living world for the toy line’s characters.
By introducing the app, GoldieBlox can help kids learn to familiarize themselves with tech devices and making animations along with the initial goal of making engineering more accessible for girls. It is worth noting that, along with the new app and cartoons, the series of toys has added a male character. Since gaining some popularity, the GoldieBlox team has heard numerous reviews from parents talking about how their sons enjoyed the toys just as much as girls did. In response, the company aims to expand their target audience and appeal to children of both genders.
While appealing to a larger audience and embracing technology are both sound marketing strategies, the addition of a male character to the previously female-focused toys is a sign of the company’s stance on the acceptance of women in currently male-dominated fields. GoldieBlox believes that by making engineering-focused toys popular among both genders it can aid in making what is currently an uncommon occurrence seem normal in the future. As a long-term goal, the company would like to see female engineers respected by their male counterparts simply as peers.
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