GoldieBlox uses influencers to sell toys to young girls

by Yuyu Chen
Toy brand GoldieBlox, focused on young girls, is using do-it-yourself videos to reach girls and their mothers. GoldieBlox introduced “Toy Hackers” last month, a light-hearted weekly DIY YouTube series showing GoldiBlox protagonists taking on a secret mission and building something out of household items — a pink piñata or a “flying carpet,” for instance — to save the day.Read the full article

Toy Hackers series trailer (feat. Simone Giertz)

Toy Hackers is a show about toys who build toys. It’s kind of like if “toy unboxing” met “DIY how-to-build” videos. It’s a fun way for kids to learn how to invent creative stuff. Every week, we go on adventures and learn how to build real inventions that solve kids’ problems (like a DIY boombox, Mailbox alarm, Bucket Pinata, Art Bot, or Magic Carpet!) Follow along with Simone Giertz, the queen of not-so-good robots, for step-by-step how-to build videos so you can learn how to make all the inventions at home. Each episode is hosted by a different member of the Toy Hackers Secret Society, including the amazing: TheEngineeringFamily https://www.youtube.com/user/TheEngineeringFamily Bratayley, elleoNyah https://www.youtube.com/channel/UCXv4jJtbY_3w9Ppd_WYn1yA MyFroggyStuff https://www.youtube.com/user/MyFroggyStuff BabyTeeth4 https://www.youtube.com/user/babyteeth4 JillianTubeHD https://www.youtube.com/user/JillianTubeHD See what happens as the Hackers (Goldie Blox, Ruby Rails, Valentina Voltz, and Li Gravity) use creativity, inventiveness, and everyday household objects to engineer their way through weekly missions. And you can Hack along. Created by GoldieBlox Executive Producers: Debra Sterling, Beau Lewis, Jenna Boyd Director: Steve Flavin GoldieBlox is the award-winning children’s multimedia company disrupting the pink aisle in toy stores globally and challenging gender stereotypes with the world’s first girl engineer character. Through the integration of storytelling and STEM (Science, Technology, Engineering and Math) principles, GoldieBlox creates toys, books, apps, videos, animation and merchandise; the tools that empower girls to build their confidence, dreams and ultimately, their futures. http://www.goldieblox.com/pages/about