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@GoldieBlox takes gender stereotypes head on with ‘The Princess Machine’

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Pink and blue. Barbie dolls and construction sets. The difference is forced on kids right from the time they are born. Parents, aided by popular media, play a role in stereotyping kids in this manner. Girls are perceived (encouraged?) to be interested only in playing with Barbie dolls while boys get to ‘build stuff’ with Lego, as it were. Enter Goldieblox. To quote Adweek, game developer Debbie Sterling designed GoldieBlox to combine young girls’ love of reading and characters with the engineering themes of toys typically more popular with boys, like Legos and erector sets. Debbie is a Stanford engineer and developed GoldieBlox, an interactive book series + construction set starring Goldie, the kid inventor who loves to build.

Goldieblox

Their latest ad has gone viral and is being featured in major ad blogs across the world. The ad reminds you of the famous Honda Cog commercial and just as riveting.

GoldieBlox Creative Director: Beau Lewis
GoldieBlox Machine Creative Director: Brett Doar
Production Company: The Academy
Director: Sean Pecknold/Zia Mohajerjasbi

Here are the lyrics:

Girls.
You think you know what we want, girls.
Pink and pretty it’s girls.
Just like the 50’s it’s girls.

You like to buy us pink toys
and everything else is for boys
and you can always get us dolls
and we’ll grow up like them… false.

It’s time to change.
We deserve to see a range.
‘Cause all our toys look just the same
and we would like to use our brains.

We are all more than princess maids.

Girls to build the spaceship,
Girls to code the new app,
Girls to grow up knowing
they can engineer that.

Girls.
That’s all we really need is Girls.
To bring us up to speed it’s Girls.
Our opportunity is Girls.
Don’t underestimate Girls.

The ad is one of the four finalists in the Intuit Small Business Gig Game promo, where one ad will be aired free during the upcoming Super Bowl. Loved it.

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A marketing communications professional with a keen interest in all things advertising. I share creative ads and views on the ad industry here. Views are personal. See Disclaimer for more.

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