GoldieBlox
GoldieBlox is on a mission to close the gender gap in STEM education and careers by making toys that will introduce girls to STEM concepts. The modular construction toy appeals to girls by pairing each build with a book, immersing the girls in Goldie’s world with fun characters, stories, and solvable problems. (The pieces themselves are pretty fun on their own too!)
In 2015 I worked as a graphic design intern in the Marketing department to help design social media assets, product layouts, a 6ft tall Rube Goldberg machine, and a visual library of GB parts.
Piece Library
One of the challenges of providing instructions for the toys is making it clear how the pieces would fit together. Traditionally, GB used either CAD models or hand-drawn illustrations. The CAD models are clear, but lack the kind of warmth and fun that the GB brand provides. The illustrations are time intensive.
Using the existing flat vector illustration of parts, I created 3D models of each part from different angles in isometric space. This way, the parts could be arranged in an exploded view, easily showing how to put different builds together.
Toy Fair 2015
For the GB booth at Toy Fair, we wanted a standout display. The best way to win a crowd? An interactive Rube Goldberg machine made entirely of GolideBlox parts.
The wall was a hit at the convention—people loved watching the parts work together, and it displayed the versatility of the GoldieBlox parts.
