Dive Brief:

• GoldieBlox is the toy building kit that engineer Debbie Sterling invented because she wants to help parents deliver a no-holds-barred message to their daughters that they can be anything they want to be — including engineers and builders.
• Sterling, who graduated from Stanford University with a mechanical engineering degree, got started in 2005, when she decided that the industry was way too heavy on testosterone.
• Along with the construction set that lets girls build whatever they're inspired to create, there's also a set of interactive books starring an inventor named Goldie.

Dive Insight:

GoldieBlox posted a two-minute video on YouTube on Nov. 17 and had an instant hit on its hands, with well over 3 million views in a few days. The commercial features a fantastic, indoor-outdoor Rube Goldberg contraption that uses traditional "pink aisle" toys among its many devices and has music telling girls they can be engineers.