Inch by inch. Block by Block. Even Mattel gets that the times are changing and that girls can do things besides dress and undress their over-sexualized Barbie dolls. But what interested me the most about a NYT piece on "The Mega Bloks Barbie Build 'n Style line" a construction set - in pink of course - was that Mattel was marketing it to fathers. They recognize that fathers are not only doing a lot of the buying of kids' toys, but also the playing. One-fifth of fathers with preschool-age children and working wives say they are the primary caretaker in 2010, according to the latest census data.
Of course Dads like to build things, because they were encouraged to build things when they grew up. And studies show that when kids play with blocks, puzzles and construction toys, it improves their spatial development. So score another one - not just for gender equity for girls (because there's still a long way to go- the kits build a pink mansion, a beauty shop and a fashion studio) but also for men. Nice to see them recognized not just as caretakers, but as parents who can bring a great deal to level the toddler playing field.