To a certain extent, girls will be

affected by the toys because

they are being trained
from a young age when they
can choose what they want to
do or play instead of having the
toy bein
g presented to them.
- Girls can learn more about the
field of engineering from a very
young age. Moreover, it can
slowly
diminish the thoughts
related to engineering for male
thoughts. However, to see the
effect, it may take time because
the so
cial and culture influences are
strong and hard to change
To a certain extent, girls will be
affected by the toys because
they are being trained
from a young age when they
can choose what they want to
do or play instead of having the
toy bein
g presented to them.
- Girls can learn more about the
field of engineering from a very
young age. Moreover, it can
slowly
diminish the thoughts
related to engineering for male
thoughts. However, to see the
effect, it may take time because
the so
cial and culture influences are
strong and hard to change
To a certain extent, girls will be
affected by the toys because
they are being trained
from a young age when they
can choose what they want to
do or play instead of having the
toy bein
g presented to them.
- Girls can learn more about the
field of engineering from a very
young age. Moreover, it can
slowly
diminish the thoughts
related to engineering for male
thoughts. However, to see the
effect, it may take time because
the so
cial and culture influences are
strong and hard to change
To a certain extent, girls will be
affected by the toys because
they are being trained
from a young age when they
can choose what they want to
do or play instead of having the
toy bein
g presented to them.
- Girls can learn more about the
field of engineering from a very
young age. Moreover, it can
slowly
diminish the thoughts
related to engineering for male
thoughts. However, to see the
effect, it may take time because
the so
cial and culture influences are
strong and hard to change
Company Case 5
GoldieBlox: Swimming Upstream against Consumer Perceptions

171114
Questions for Discussion

1. Of the factors that influence consumer behavior, which category or categories (cultural,
social, personal, or psychological) best explain the existence of a blue toy aisle and a pink
toy aisle? Why?

Cultural factor can best explain the existence of a blue toy aisle and a pink toy aisle. A lot of
times, people accept the norms that are set by cultures and in most of the cultures, blue typically
represents a more masculine personality while pink comes off as feminine. The passage also
mentioned that gender bias is also caused by cultural perception.
Another factor that can explain this situation is social factor. If a person is influenced by a
society that believes that men and women should have different roles, it can be inferred that this
mindset will be passed on to later generations.
For example, if the society believes that men should be more superior, then the later generations
will pick up this gender bias idea. Cultural and social factors can greatly affect people’s mindset
because people are constantly being surrounded by the idea that the society and culture try to
pass on.
In American society there are certain social stereotypes that have been established for the female
and male genders. Men are stereotyped to be the stronger, more macho gender. Women on the
other hand are stereotyped to be the more sensitive, caring gender. These stereotypes start young
with the establishment of the blue and pink toy aisles. The blue (boy) aisle is filled with macho
action figures, toy weapons, and building block sets. The pink (girl) aisle is filled with dolls,
stuffed animals and princesses. The “boys” toys inspire critical thinking and steer boys towards
STEM careers, while “girls” toys lack the critical thinking aspect that could inspire more girls to
strive for STEM careers.
2. Choose the specific factor (for example, culture, family, occupation, attitudes) that you
think most accounts for the blue/ pink toy aisle phenomenon. Explain the challenges faced
by GoldieBlox in attempting to market toys that “swim against the stream” or push back
against the forces of that factor.

Two factors that contribute to this phenomenon is culture and family. People with different
demographical background will share different values and ideas, this will react to the color
phenomenon differently. People with a demographic background that believes in blue for boys
and pink for girls will understand the difference in aisle color.
GoldieBlox will face different challenges such as people’s inability to understand the company’s
marketing strategy. In fact, it will take time for people to adjust to the company’s marketing
strategy. GoldieBlox must be prepared for the potential losses when marketing their products
against the norms

3. To what degree is GoldieBlox bucking the blue/pink toy aisle system?

Goldieblox is not exactly against the blue/pink aisle system but it is motivating to put an end to
the toys that encourage stereotypes. It is trying to bring a new change in the society by
developing problem-solving skills in girls, building self-confidence and encouraging them to
become future innovators and engineers. It is not just a toy but a complete set of idea that is
trying to handle gender gap that is generated by the toy and entertainment industry and it cannot
succeed by destroying the pink aisle system from the society.
It also depends on to a certain extent, GoldieBlox is disrupting the blue and pink toy aisle
stereotype. The main purpose of GoldieBlox is to inspire young girls to pursue STEM careers, a
career that is typically chosen by males. Although the company’s main goal is to tell girls that
they can pursue STEM career or other types of career, it doesn’t prevent girls from being a
princess. It is simply just saying that “girls can build their own castles”. Goldieblox can make an
influence to a certain degree because it is allowing and teaching little girls that they do not have
to follow what may be socially accepted. However, the influence might take time for people to
adjust.

4. If GoldieBlox succeeds at selling lots of its toys, will that accomplish the mission of
increasing the presence of females in the field of engineering?

To a certain extent, girls will be affected by the toys because they are being trained from a young
age when they can choose what they want to do or play instead of having the toy being presented
to them. Girls can learn more about the field of engineering from a very young age.
Moreover, it can slowly diminish the thoughts related to engineering for male thoughts.
However, to see the effect, it may take time because the so cial and culture influences are strong
and hard to change.