That is not the only rationale behind the campaign.
I get that there's an imbalance right now. In that there is a huge gap of toys for girls that provoke natural curiosity, teach creativity in the same way that lego sets, construction kits and other such toys that are traditionally marketed to males.
Like this.
There's a huge difference in saying we need more toys like that, so that girls might discover a love of engineering while young...and saying that gendered toys are the bane of existence. They haven't articulated their point well, and it's just become a war on gender.
P.S. It's also worth noting that while Goldie Blox been praised for the fact that it's catering these kinds of toys to girls, it is still obviously gendered and would therefore not be allowed under this campaign. Which would be a shame because it's working wonders.