Goldieblox, a company for girls' construction toys introduces its new doll called 'Goldie'. The action figure doll is designed to encourage young girls to develop interest in science and technology, engineering and math.

The company is founded by its CEO, Debbie Sterling, who graduated from Stanford with a degree in Mechanical Engineering/Product Design.

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According to Goldieblox's official website, their goal is to get young girls into building and creating new things as they "aim to disrupt the pink aisle and inspire the future generation of female engineers".

Men outnumbered women on these areas and that is why the company wanted to produce construction toys that will help young girls increase their interest.

From Sterling's experience, she remembered growing up playing with fashion dolls and took interest in taking up engineering when her high school teacher influenced her to do so. A female friend of hers at Stanford also got interested in that area by playing with her older brothers' construction set.

"We scratched our heads thinking, why are boys playing with building sets and girls playing with dolls? Maybe there's a correlation to why girls aren't interested in these fields," she explained.

According to USA Today, Sterling wanted to create a character that is "less about fashion and more about action", hence, building Goldieblox.

Goldie, the yellow-haired doll, is armed with a tool belt that comes with wrench, wheel ends, axles and a zip line. The girl-engineer character can be bought from their website at $24.99 each.

Sterling added that girls needed to explore their options and parents can encourage that by exposing them while they are young.

"You start to see the world in a different way, and the world becomes a prototyping tool to build the ideas in your head," she said.

The company recently released their new ad paying homage to the '1984' Apple ad. Goldieblox wanted to project that girls nowadays don't want to be defined only by their beauty. Instead, young girls can be into building and creating.

TagsGoldieblox, Toys for girls, Action figure toys for young girls