This isn't your average pretty, pink dollhouse; this toy is meant to get girls in touch with their inner scientist.
After three Stanford students noticed an underwhelming number of females in their college science and math classes, they put their heads together to create an item that would help spark the minds of the next generation of women.
Alice Brooks, Jennifer Kessler and Bettina Chen -- who have or are working toward graduate degrees in mechanical engineering design, business and electrical engineering, respectively -- noticed that their upbringing had a lot to do with their continued interests in their fields.
So they created "Roominate," a stackable dollhouse of sorts that gives girls the freedom to "design, build, wire, and decorate her own unique interactive room," according to the project's Kickstarter description.
"When we looked around at girls' toys today, we did not see the kinds of toys that inspired us when we were young," the women wrote in blog post for The Huffington Post.
Determined to raise funds to take the project from prototype to reality, the trio took to fundraising site, Kickstarter. And so far, so good: The project has raised nearly $86,000, surpassing the initial goal of $25,000.
And with the goal already met, the women are looking to invest money in a laser cutter and make improvements to circuits, Wired's Tim Maly reports.
While the group works to promote science and technology to young girls, the effort to put an end to gender-based marketing has been around for a while.
When Lego launched a "girlified version" of their blocks earlier this year, two women started a petition to ask the company to stop advertising the pink cutesy stuff to girls.
In fact, one little girl has had enough of it all.
Last year, Riley Maida became the unofficial face of the movement to stop gender stereotypes in manufacturing when she gave a passionate speech noting that boys and girls want to play with whatever interests them.
"Some girls like superheroes, some girls like princesses, some boys like superheroes, some boys like princesses. So why do all the girls have to buy pink stuff and all the boys have to buy different color stuff?" Riley asked while perusing a toy aisle.
Need more proof of gender-based marketing? Click to see "The 14 Worst Toys for Girls."