They are geared towards socializing, because it turns out girls like that sort of thing.
I think this is a good example of an effective way to stimulate STEM interest in young girls. The toys aren't necessarily pink and "girly", and they aren't reinforcing gender stereotypes. Instead they have done research on what kind of toys young girls like to play with, and built on that. They've ended up with a toy that is designed with girls in mind, but it wouldn't seem unusual to see a boy using one.