GoldieBlox's Smashing New Ad Echoes Apple's '1984'
Debbie Sterling's mission is to change the gender gap in engineering, and she's making it happen by disrupting the girl's toy industry. In 2012, she launched a Kickstarter for GoldieBlox, a toy set that encourages basic engineering skills through the story of Goldie, the girl inventor who loves to build. She wanted to raise enough money to make 5,000 sets, but after getting nearly double her money on Kickstarter, her first production run ended up being 40,000.
In GoldieBlox's ads (one of which went viral last year), girls rebel against the idea that beauty is everything and playing princess is paramount. In "Princess Machine," they devise a Rube Goldberg machine to turn off the TV. Now, they're smashing the patriarchy (literally) in a spot that echoes Apple's "1984."
With "Big Sister" surveilling, girls stand on an assembly line in sparkly shoes and furry pink vests, waiting stony faced to get their new Barbies. In real life fashion dolls are sold every three seconds, so this mass production is an accurate representation. The routine rolls along to the sound of Metric's "Help I'm Alive," until Goldie steps in. She's wearing red Converse and weilding a hammer, disrupting the system in order to show the girls a new toy -- an action figure for girls.
The ad is clever, and GoldieBlox is an exciting new option for girls. But, as Mashable's Lauren Vitto mentions, this new action figure is still a white, blonde, thin representation of beauty. Hopefully next time GoldieBlox breaks the mold, the move will encapsulate diversity as well as engineering and action.