Brand: GoldieBlox

Background: GoldieBlox is a disruptive children’s media and toy company 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 is building a global character franchise with videos, animation, books, apps, curriculum and merchandise; the tools that empower girls to build their confidence, dreams and ultimately, their futures.

Objective: Increase sale of GoldieBlox toys in India by one fold.

Insight: Children often imitate their role models during playtime.