GoldieBlox is a toy company out to show the world that girls deserve more choices than dolls and princesses. “We believe that femininity is strong and girls will build the future — literally.”

The company was started by Debbie Sterling, a Stanford-educated engineer who believed girls need more option than just an aisle or two of pink.

This ad — set to a parody of “Cum on Feel the Noize” by Quiet Riot (“Come on, bring the toys/Girls build like all the boys”) — premiered during the recent Super Bowl. GoldieBlox beat out 15,000 other competitors in a public vote in a contest held by Intuit, and the personal software company even footed the $4 million tab.

[GoldieBlox / Source: YouTube]