That said, maybe this is a workaround to parents with gendered toy expectations? Or to encouraging STEM interests in girls who have already been socially indoctrinated into gender norms?

I don't think it will work at all.

It might well sell.

Fathers (cue the space references, I guess) and perhaps mothers might think it's a great idea.

But it won't do what it says; encourage girls to code.

I think one important way to do that is to make coding itself less solitary, and this doesn't seem to do that particularly, despite the pictures of girls playing together.

Another is to make coding more powerful. Eg, Scratch is great for both boys and girls, being able to put simple stories or animations together with fairly little and simple code. But it quickly gets to the point where it's just too much actual coding to make things happen. As one of my code-club students explained, "I understand how to do it, I just don't have the patience to"

Given the founder's background, I'm surprised they are not using an LLM, and some form of 'vibe coding' as the basis of this.

Girls, in fact most kids, don't really want to code. A small slither might get hooked on the coding itself. But most just want to make things to share with their friends.