Goldieblox Destroys Princess Culture With Latest Commercial [Video]


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I have to admit, that headline might be a little extreme, but it’s the message that counts, right? :)

From Goldie Blox:

This Easter, we wanted to highlight some of the reasons more choices for girls are so important. Why stay on a conveyor belt when you can build your own Ferris wheel, after all?

We’re GoldieBlox, 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.

Our founder, Debbie Sterling, is a Stanford engineer who decided that girls need more choices than the pink aisle has to offer. She developed GoldieBlox, an interactive book series + construction set starring Goldie, the kid inventor who loves to build.

[GoldieBlox | Via TMS]





3 Responses to Goldieblox Destroys Princess Culture With Latest Commercial [Video]

  1. “This Easter, we wanted to highlight some of the reasons more choices for girls are so important.”

    Isn’t this appropriation? The bad kind where you steal someone’s culture for your base commercial purposes.

    • Considering GoldieBlox is an American company and Easter is widely celebrated in American culture, it doesn’t really qualify as “stealing”.

  2. “Stanford engineer who decided that girls need more choices than the pink aisle has to offer”

    So girls can only shop on the “pink” aisle? Instead of reaching out to find other new experiences, we have to import technical stuff into the pink aisle and make it pretty and girly? I mean the whole background is pink/purple, the toy parts are all pastel, and the little girl is wearing fairy wings. Seems like this company is talking out of both sides of it’s mouth or something. It’s denigrating the “princess” thing, then almost totally impersonating it.

    My daughter gets cool stuff no matter what aisle it’s on, and she’s got the toolbelt to prove it!