Girl-Power Toy Brand GoldieBlox Has Created a Virtual Summer Camp for Science and Art

Brand leaders say the demand for educational content has grown rapidly amid quarantine

GoldieBlox, the toy company known for empowering young girls and battling the Beastie Boys, is launching a virtual summer camp that will introduce kids to the female tech elite and give them space to experiment.

There will be paper mâché, star gazing and camp fires (s’mores not included).

“Curiosity Camp” will take the place of scuttled sleep-away trips and other in-person activities that won’t be happening for many of the country’s youngsters due to pandemic-related closures this year.

The company, whose earlier ads have tackled the princess paradigm head-on with pint-sized facsimiles of Serena Williams, Ruth Bader Ginsburg and Hillary Clinton, wanted to reach girls “in the places they love,” says CMO Ferrell McDonald.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in