A message from our Rainmaker, Lindsey Shepard

Dear friends,

I’m thrilled that so many of you have seen our recent video, but it’s hard to tell the full story in 90-seconds. There’s so much more we want to say.

As parents, the toys that we offer to our children come to represent our family values, whether we like it or not.

When we give our kids crayons and paper, it tells them that creating art is a valuable way to spend their time. A new bike or a pair of cleats says that physical activity and teamwork are important. In the best scenarios, these offerings are varied, and the message is “Hey, try a bunch of stuff! You can do any or all of this. You have options.”

Play matters.

The problem, of course, is that not all girls have the benefit of these options.

Big toy companies have the corner on the market, and they spend a significant amount of money to promote the idea that their toys are best for girls. They can afford to get their products in front of your daughter. They can afford to make sure she wants to play with their toys.

They are making decisions about what is available to your daughter, and these decisions don’t always have her best interests in mind.

We assume that everything is okay, because young girls have been playing with the same toys for decades.

The same girls that think boys have brighter futures than they do.

The same girls that suffer from insecurity, and dissatisfaction with their bodies.

The same girls that receive a new fashion doll every 3 seconds.

It’s impossible to ignore these stats.

It’s impossible to pretend that they exist in a vacuum, that there’s no correlation between them and the fact that our girls are losing confidence in male-dominated fields of study as early as age 8.

At GoldieBlox, we don’t believe that any one statistic or issue is the clear winner in the finger-pointing game. This problem is greater than the sum of its parts. It’s not just the fashion doll we have a problem with; it’s the impossible standards that that doll represents. It’s not the individual princess movie, it’s the constant barrage of princess culture.

It’s the lack of options that keeps us up at night.

Sexism is sneaky; it shows up where we least expect it. Gender equality is a huge issue, and we’re focused on one small facet: your daughter.

Nothing else matters to us.

We believe your daughter deserves a positive role model that she can relate to, one who prefers high-tops to high heels. One who prides herself on engineering her way out of any problem. One who’s not afraid to get messy; she tries new things, and tries again if those things don’t work out. She likes her dog and eating waffles and hanging out with her friends.

Sounds like a kid, right? Right.

We are dedicated to helping young girls see beyond the all-encompassing, sparkly allure of the pink aisle to discover their true potential. We are committed to the idea that girls deserve to have options for play that don’t have negative side effects.

We’re committed to your daughter, no matter what she looks like, no matter what she wants to be when she grows up, no matter what her favorite color is.

We don’t care about those things; we know she’s perfect, just the way she is. We know she has something special inside of her, just waiting to change her world for the better. We want to encourage her to discover that piece of herself. And we honestly believe that Goldie can help.

Our new action figure is a small step, but it’s a step. It will get bigger.

This is just the beginning, I promise. Stick around.

And, hey, if your daughter decides to be an engineer? I’d be pretty stoked.

Girls FTW,



Ships Ahoy! GoldieBlox is on the boat…

Out on the ocean, far from all the commotion… GoldieBlox is on the slow boat from the factory!


Mark your calendars; the toys will arrive on or around February 26th (which is also Debbie’s 30th birthday!)

If you are expecting a toy in February, the wait is almost over. Once the boat clears customs, the Goldie team will be hustling to pack up the toys so they will arrive on your doorstep in a matter of weeks! We could not be more thrilled that all of your girls finally get to play with Goldie, and we’re so excited to see all of the creativity that erupts from their imaginative minds. Thank you all again for your patience and support, this wouldn’t be possible without you!

Another update… Team Goldie has moved! We found the perfect office…we can even walk around without bumping into each other.  And this office actually has windows (see below).  We painted our walls Goldie yellow, and the team already feels so inspired. We anticipate lots of creative ideas to flow in this office, and we’ll be sure to keep you posted on the best (and maybe the worst!) of them.


Keep your fingers crossed for us this weekend.  Goldie’s headed to the big apple and the team will be showing her off at Toy Fair.  This is Goldie’s coming out party, the toy industry’s first chance to see the toy in person.  We’ll let you know how it goes, but we have a feeling it’s going to be amazing.  You’ve given us faith that so many people out there want more for their girls.

Until next time…


Team Goldie

The Scoop

Here’s a much-awaited update!

We wouldn’t be here without your support and wanted to give you a behind-the-scenes peek on our progress over the last couple of months. We’ve been working around the clock to get GoldieBlox perfect and hit our February deadline. We are so excited that we are on track; nothing short of a miracle!

It all started back in October. Once we started production, it was time to get all of the construction pieces working perfectly. The holes in the pegboard first came back a bit too big. And then they came back too small. We literally went through seven revisions of the board before they finally came back JUST right! This has been Goldie’s most complex task to date, and we’re confident that we’ve finally nailed it.

Amongst all the chaos and excitement here at GoldieBlox, Debbie flew all the way across the world and back in two days to visit our factory and make sure everything was going according to plan.

December was a very busy month as well! We never would have thought that having tools peeking out of the hoodie pockets would be impossible to mass-produce. We’d like to thank the handful of people that spent what seemed like endless hours ironing each decal on by hand – Sydney Malawer, Smiley Poswolsky, Stephanie Glasband & James Hague. It’s all worth it to us in the end to see you all in your Goldie gear! We shipped the first round out and we would love for you all to post pictures wearing them on our Facebook page.


We’ve also been working on small improvements to the toy and the packaging. We have a brand new ribbon (pictured below) that is much sturdier and Goldie-worthy. We’ve gone through mutliple press checks and paper samples to get everything in tip top shape to pass the ultimate test: your girls’ approval.


It’s been amazing to watch our samples come to life in this way, and we couldn’t be happier with the vibrant colors and fun patterns that we used. Goldie and her friends are jumping off the pages, and we can’t wait to hear all about the adventures your girls have with them. Read on to see some top-secret pictures below.

Even though our Kickstarter campaign is over, we’ve still been getting a lot of buzz in the press! Here are a few amazing mentions of GoldieBlox that we are so happy to share:

“GoldieBlox, an alternative to toys more concerned with looks than brains.” – Boston Globe

“Move over Barbie, there is a new kid on the block.” – Forbes

“Debbie Sterling wants to re-engineer the world, one girl at a time.” – Huffington Post

That’s all for now. Next stop…your doorstep!


Team Goldie

packaging Snapshot

It Runs in the Family

Hello everyone!  I’d like to introduce myself as the newest member of the GoldieBlox team.  My name is Stephanie and my official role here at Goldie is “People Person” – something I’ll talk more about in a minute. First, I wanted to let you all in on a little secret…

I’m also Debbie’s little sister!


Before I go forward I want to take you all back to the very beginning. Before GoldieBlox. Before Kickstarter. Before Stanford. And even before me.

Debbie was three when I decided to come along and by then she had already developed a pretty active imagination.  Outgoing and determined, she would put together short skits and created games that almost always included me. I didn’t mind. In fact, I thought it was cool having someone as creative as her to look up to.

But then, high school came along and suddenly Debbie was not just my big sister; she was also a senior and I was just a mere freshman.

Suddenly, it became clear that keeping up with my big sis would be a tall order – both literally and figuratively.

Back then; it felt like no matter what I did, Debbie would always be faster than me, smarter than me and more likely to amaze our parents!

Take this for an example: One day I discovered the white shark bite was discontinued from our favorite fruit snacks.  I told our parents I was going to write a letter to the company. Impressed, they encouraged me to do it and so I let my big sister in on the plan.

Well, what did Debbie do? She managed to get nearly our entire school to sign a petition to boycott the fruit snack if the flavor didn’t come back.  And you know what? It did. Along with a year’s supply and an apology from the company.

She was always one-upping me! But this time the consequences were sweet…for the both  of us.

Since then I realized Debbie and I didn’t have to be in competition.  In fact, I learned that when sisters work together as a team the results are even more fulfilling! (I mentioned the year’s supply of fruit snacks, right?)

So now here we are. Debbie has created this amazing new toy and has decided to include me.  And I’m thrilled.

I packed up my whole life and moved here to San Francisco to help my big sis and the GoldieBlox dream come true.

I’m so excited about this new adventure that I’ve been wearing my GoldieBlox hoodie since I started.  Seriously, it’s getting funky.

But it’s all for a good cause.  And if I can help get this toy in the hands of a child, and get them exploring spatial relations, so one day they can become the next great engineer, inventor, creator, designer or you-name-it…then that’s a job well done. Smelly sweatshirt and all.

These first two weeks have been, well, challenging. After finding a new place to live, locating a new favorite pizza place, navigating new roads and getting my puppy Riley all settled I was tuckered out. And, honestly, a little lost.


Now, Debbie and the whole GoldieBlox team, evidently, don’t sleep so resting wasn’t really an option for me. I’ve had to jump right in and start figuring things out…like what it means to be a “People Person.”

Now this part involves you so, as Goldie says: Listen up!

I am your official go-to-girl. I am your troubleshooter, your question answerer, package tracker and all-around problem solver. I respond to emails, answer telephones, write blogs and provide you with Goldien customer service.

Think of me as Goldie’s tool belt. I’m here to make sure everyone and everything stays in place. So if you have a question, or concern, or idea, or comment let me know! I’m here.

-Stephanie, GoldieBlox “People Person”

Ps- From time to time I may come here to dish a little on my big sister Debbie and give you some behind the scenes GoldieBlox info only a sister can provide. Until next time… hammer on!