It started with Kickstarter, per http://www.theatlantic.com/technology/archive/2012/09/can-a-kids-toy-bring-more-women-into-engineering/262373/ . This isn’t a Corporate Management Concept … friend of mine ordered it at that stage. The mom used (according to a Forbes article on it … http://www.forbes.com/sites/siliconangle/2012/10/15/women-engineers/2/ ) Facebook and social media and what have you for the branding and marketing… but her initial goal really was to get something for her kiddo. Whether her model of psychology is correct or not … whatever 
