Company Performance Metrics
Building toys have been one of hottest categories, and I just wasn’t seeing a lot of options that are engaging for girls. So what I did was combine several things girls have historically loved.
Build & Imagine StoryWalls are like building blocks meets dollhouse meets dress-up dolls. It’s a unique mashup featuring adventurous female
characters and rich illustrated details that inspire girls and boys alike to build and imagine.
In the past, toy companies designed their construction toys almost exclusively for boys. Thankfully, they are now starting to invite girls to build, but many are doing so by taking their existing construction sets and turning them pink. I call it “pink think”.
They can approach toy design in a more thoughtful way, and doing so is important. Building toys develop important spatial reasoning, problem solving, and design skills that are prerequisites to succeed in fields of science, technology, engineering and math (STEM). These are fields in which women represent only 24% of the workforce.
