It's called GoldieBlox, and is a new engineering toy marketed to 5-9 year old girls, developed by Debbie Sterling, a female engineer from Stanford. It's meant to inspire girls in the same way legos and erector sets inspire boys, and uses storytelling to do it. (Reminds me a little of Computational Fairy Tails, actually :-))
I think it's brilliant. I always hated the "pink aisle" at the toy store, and agree that we definitely need more toys geared toward girls that engage their spatial and problem solving abilities.
She has a KickStarter campaign to get her toy into production, and is 25% toward her goal. So go watch the video, then donate some money if you are able. Even $5 could go a long way.
And, Debbie - kudos for a great idea. I wish you lots of luck!
