The topic of this case is Company Case GoldieBlox: Swimming Upstream against Consumer Perceptions. On the case that is uploaded please read it and answer the following. 1. Mention 4 Short term and long term implementation of Goldieblox 2. List 4 medium term of Goldieblox 3. What is the control and feedback of Goldieblox 4. What is the Contingency of Goldieblox
When Debble Sterling was In high school, her math teacher rec- little more than a week. Shortly thereafter, GoldleBlox's first two ognized her quantitative talent and suggested she pursue engl- products became Amazon's top two selling toys during the heering as a college major. At the time, Sterling couldn't figure Industry's buslest month of December. And If all that wasn't out why her teacher thought she should drive trains for a living. enough, GoldleBlox beat out 15,000 contenders In Intult's "Small But the suggestion was enough to get her started down the right Business Big Game" Super Bowl ad contest, winning a $4 million path. After four years at Stanford, Sterling graduated with a de- spot during the big game. gree In mechanical engineering. But throughout the course of Today, only a few years after the launch of Its first product, her studles, Sterling noticed the lack of women In her engineer- GoldleBlox's toys are sold at Target, Toys"R"Us, Amazon, and Ing program-a characteristic phenomenon In a field where men 6,000 other retallers worldwide. The brand features dozens of outnumber women 86 percent to 14 percent. This observation Ignited an obsession In Sterling. She set out on a mission to In- play sets designed for girls ages 3 through 11, the Bloxtown Interactive website and app, a collection of original music videos, spire a future generation of female engineers by disrupting the a Goldle action figure, and a "More Than Just a Princess" IIne pink alsle In toy stores. of T-shirts and hoodles. GoldleBlox has won numerous Industry During the past few years, among other accolades, Sterling awards, and Its toys have succeeded In ralsing awareness about has been named Time's "Person of the Moment" and one of the lack of women In technical and sclentific flelds as well as the Business Insider's *30 Women Who Are Changing the World." Why? Because Sterling Is the founder and CEO of GoldleBlox, a Issues associated with the traditional pink alsle. toy company that Is making Sterling's mission a reality. All That Glitters Is Not Goldie A Different Kind of Toy Company With all this success, you would think that GoldleBlox would be her- alded by anyone and everyone wanting to change gender-based After graduating, Sterling started researching everything from stereotypes In toys. But GoldleBlox has sparked substantial debate childhood development to gender roles. She discovered that In over whether It Is really helping the cause It claims to be serving. order to gain Interest In and pursue a given field, a person must be exposed to the right Inputs at an early age. This fact became The opposition, led by many feminist volces, claims that Gold- leBox's approach Is little more than window dressing. The debate particularly bothersome as Sterling became more and more fa- millar with the contents of the average toy alsle In stores. Toys for got really ugly after the launch of GoldleBlox and the Parade Float, a construction set based on a new challenge faced by Goldle and girls were In the pink alsle, dominated by dolls, stuffed animals, her friends-to create a float to transport the winner of a beauty and princesses, whereas toys for boys were found In the blue alsle, filled with macho action figures, various toy weapons, and pageant. "You cannot create a toy meant to break down stereo- ypes when you start off with the Ideal that 'we know all girls love a huge variety of bullding block sets. Most experts agree that the princesses,"" argues author Mellssa Atkins Wardy. Those In the op- toys served up to young girls do little to encourage an Interest position camp call for toys that are gender-neutral. "When we use In STEM subjects (sclence, technology, engineering, and math). princess culture, pinkification, and beauty norms to sell STEM toys This knowledge led Sterling to develop a plan to create a different kind of toy for girls. to girls and fool ourselves that we are amazing and progressive and ralsing an Incredible generation of female engineers, we continue As she began developing Ideas for toys, another research inding struck her-girls possess stellar verbal skills and tend to sell our girls short," says Wardy. Additionally, although the toys are designed to stir Interest In girls by having them bulld and create to learn better by Interacting with stories. That Insight was In- critics have raised concerns that GoldleBlox toys are too simplistic. strumental In the creation of the GoldleBlox line of construction But Sterling Is quick to respond to all such arguments and sets. Part erector set and part storybook, the combination was designed to engage girls through their verbal skills and encour- show that GoldleBlox Isn't just trying to hook parents with a gim- mick that doesn't deliver. "There's nothing wrong with being a age them to bulld through narratives that feature the adventures of Goldle, a freckled-faced blonde girl donning overalls and a tool princess," says the 32-year-old entrepreneur. "We just think girls belt. Although Goldle comes off as a bit of a tomboy, she's still can build their own castles too." This Idea Is backed by many advocates who recognize that to disrupt the pink alsle, you can't girlish. Skinny, blonde, and cute, she favors pinks and purples. start out by trying to obliterate It. The toys and stories feature animals and ribbons, and characters To Influence through play the types of hobbles and academic are more likely to help others than to succeed on their own. flelds that women pursue, a company first must penetrate a very After her Innovative toy sets received little Interest at the competitive market. Creating toys that are vold of things that American International Toy Fair In New York City, Sterling started girls find appealing will only send girls scrambling for the nearest her own company. That decision sparked more Interest than she could have ever Imagined. To raise the $150,000 needed for the Bratz or Disney princess doll. GoldleBlox toys may Incorporate first round of production, Sterling launched a Kickstarter crowd- traditional gender stereotypes, but they tweak and reframe them. sourced funding campaign. Her funding goal was reached In just GoldleBlox spent years researching gender differences, seeking four days, and the funding topped out at $285,000. significant Input from Harvard neuroscientists, and observing With little to spend on traditional advertising, Sterling first children's play patterns. "Our stories leverage girls' advanced verbal skills to help develop and bulld self-confidence In their promoted her Inventive toys with some Youtube ads, Including spatial skills," Sterling asserts. "Princess Machine," featuring young girls who take their stereo- typically girly toys and create a sophisticated Rube Goldberg Besides, Sterling was just getting started. Today, the GoldleBlox portfolio Is not only growing In number of play sets, device. That video went viral to the tune of 8 million views In It's becoming more diverse with three new characters who
