"I felt like I was in the 1950s," she said. "The girls section was pink. It was teaching a girl how to be a housewife, and a princess and pop star."
"There's a lot of parents out there; they're conditioned by this. They won't even pick up something if it doesn't cue that it's a girl," Ms. Sterling said. "I don't want girls to miss out on GoldieBlox because it wasn't overtly messaged for them, at least in the early stages."