Toy company GoldieBlox seeks to inspire young girls with a Rube Goldberg machine.
In the face of a generation of mute princesses, vacuous models, and shallow celebrities, toy company GoldieBlox have designed a range of fun yet challenging toys aimed to engage little girls with the world of construction and inspire them to consider the male-dominated professions of engineering and computing.
A Sexist Beastie Boys Song Is Turned On Its Head.
In the ad we see three little girls growing tired of the pink princess play on TV and turn to creating an elaborate Rube Goldberg machine, as popularised by music videos from OK Go and The Bravery, using stereotypically female toys.
Feather boas, baby dolls, make-up sets, dolls houses and handbags are flipped, twisted and rolled over as we're taken on an inspired journey through the toys that "all look the same." The soundtrack is a clever flip of the Beastie Boys' sexist rap, 'Girls,' which has been re-written with lyrics sung by girls attacking the sexist culture of female product marketing.
Watch The GoldieBlox 'Girls' Advert:
Take a strut up and down the aisles of any toy shop, supermarket, or clothes store and watch a sea of pink suddenly change to boxes of blue with little noticeable crossover. The dolls, the princess costumes, the art gear and the toy kitchens have historically been marketed towards only the young female market whilst young boys are bombarded with guns, vehicles, building toys and castles.
"Girls you think you know what we want, girls! Pink and pretty it's girls! Just like the 50s its girls! [...] it's time for change, we deserve to see a range, 'cause all our toys look just the same," they sing as standard toys are mixed in with GoldieBlox's more problem solving-oriented designs.
Here's The Original Beastie Boys 'Girls':
US toy company Goldieblox was founded by Stanford engineer Debbie Sterling last year because "girls need more choices than the pink aisle has to offer," according to The Guardian. GoldieBlox's toys are by no means a perfect solution with its pretty, blonde cartoon inventor mascot "Goldie" plus all the pink packaging.
Nevertheless, it's a step in the right direction against an onslaught of marketing for all generations promoting looking good over being intelligent. What started as a Kickstarter campaign citing the statistics "11% of engineers are women and girls start losing interest in science as young as age 8" grew into a movement that nearly doubled its $150,000 fund raising goal with $285,881. In the words that GoldieBlox want plenty more girls to say, 'We have lift-off.'