BoxLab: A Comparison of Brand Experiences for STEM Toys and Their Influence on Gender

Abstract

Strides have been made to make STEM inclusive, however the gender gap is still significant. The added attention given to STEM-related fields has not only increased consumer awareness, but also assisted in the growth of a multi-billion-dollar STEM toy industry. But are these products effective in curbing the STEM gender gap or are retailers utilizing tactics that perpetuate the status quo? This research will explore design trends among STEM toys through observational studies to better understand what attracts female participation, and as a result proposes an open-ended learning opportunity while removing outdated traditional gender stereotypes.