Considering that in 2012 only 10% of the engineering workforce and 20% of engineering undergraduates in Ireland are women, one would hope that more is being done to encourage young women to enter science, technology, engineering and mathematics.
Well Stateside one toy company is making waves when it comes to engineering, toys and marketing to girls. GoldieBlox aiming to change the way girls view engineering by showing them how much fun it can be. But most importantly they are NOT using stereotypical marketing methods to reach their audience.
Watch their great advert, with an epic tune might I add, and learn.