GoldieBlox Means Well But Doesn't Live Up to the HypeKelly Faircloth2/11/14 3:20pmFiled to: goldiebloxdebbie sterlingeducational toysSTEMwomen in tech22813EditPromoteShare to KinjaToggle Conversation toolsGo to permalinkGoldieBlox has inspired much enthusiasm among adults. The concept—disrupt the pink aisle! provide girls with an alternative to princess-mania!—is the stuff TED talks and viral videos are made of. But are the toys actually any good? Those videos aren't just a P.S.A. campaign—they're advertisements. And there, the jury's still out. The company's Super Bowl commercial conjured up a cross between Erector sets, soapbox-derby races and model rockets—but girl-friendly! It's a charming vision, but the reality is a little more limited. The company's first project, GoldieBlox and the Spinning Machine, is a relatively simple kit meant to teach the concept of the belt drive, which a kid is meant to assemble from a series of pegs, a ribbon, and a crank handle. A single set isn't going to get a kid that far, and it seems likely to skew to the younger end of the recommended 5-to-9 age range.