OAKLAND -- Startup toy company GoldieBlox, which encourages girls to pursue careers in math and science, is in the running for free commercial airtime during one of the biggest television events of the year -- the Super Bowl.

GoldieBlox was named a finalist in Intuit's (INTU) Small Business competition, which awards one small business with a professionally made, 30-second commercial aired during the Super Bowl. The grand prize winner will be announced before the Feb. 2 championship game.

Debbie Sterling, founder of GoldieBlox, Inc., demonstrates how to play her new toy for girls called Goldie Blox and the Spinning Machine at their new
Debbie Sterling, founder of GoldieBlox, Inc., demonstrates how to play her new toy for girls called Goldie Blox and the Spinning Machine at their new office in Oakland, Calif., on Wednesday, Feb. 20, 2013. Sterling founded the company last year with a mission to teach young girls basic engineering principles through toys.(Laura A. Oda/Staff) ( Laura A. Oda )

GoldieBlox is among four finalists. The others are Dairy Poop, a natural dairy compost startup from Idaho; North Carolina-based Barley Labs, which makes natural dog treats out of recycled barley from a local brewery, and Minnesota egg company Locally Laid.

GoldieBlox, started by Stanford University engineering graduate Debbie Sterling, makes a construction-themed toy set and storybook starring the tool-wielding character Goldie. The company has been in a high-profile battle with the Beastie Boys since November, when GoldieBlox aired on YouTube a video spoof of the hip hop group's hit song "Girls." The Beastie Boys sued GoldieBlox last month for copyright and trademark infringement.


Advertisement

Contact Heather Somerville at 510-208-6413. Follow her at Twitter.com/heathersomervil.