GoldieBlox, a toy company geared toward teaching girls about engineering, has released a new video ad unveiling a female action figure.
GoldieBlox is no stranger to unconventional music video advertisements. In the past, ads for the girls toy company have featured young ladies singing a female-empowerment version of “Girls” by Beastie Boys and even a revised “We Are the Champions” by Queen. But GoldieBlox is dedicated to helping girls ages 4 to 9 break gender stereotypes by developing building skills, so it’s only right that the company would break the mold in terms of typical toy commercials, but now they are shaking things up with an action figure made specifically for girls.
The company’s newest promotional video, which according to AdWeek, is an ode to Apple’s ’1984′ Superbowl commercial, begins with the statement “Fashion dolls teach girls to value beauty over brains…one is sold every 3 seconds.” A robotic-sounding woman, “Big Sister,” states repetitively, “You are beauty, and beauty is perfection.”
Several young girls wearing the same pink outfits and heels walk down a runway to Metric’s “Help I’m Alive” in a doll-making factory. As each model picks up her own doll, one girl wearing red sneakers and a tool-belt is shown. The odd girl decides to step out of bounds, setting off an alarm. She grabs a hammer from her tool-belt and beats the “Big Sister” machine, causing the models to break free of their heels and zombie-like state.
As the video closes, it reads “In 2014, GoldieBlox breaks the mold with an action figure for girls.” A small, blonde doll with a tool-belt and a hammer is revealed.
So far, it looks as though no black GoldieBlox action figure friends are being sold just yet, but hey, perhaps it is in the works. Nonetheless, an action figure promoting little girls’ interests in math, science, and technology-related activities is quite innovative, and even pretty revolutionary.
Would you buy your daughter a GoldieBlox action figure?