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What's with the name?

Allow us to explain.

where does he get those wonderful toys

Gather ‘Round and Watch Goldieblox’s Super Bowl Ad


Goldieblox, a favorite of ours on The Mary Sue for how it encourages the creation of engineering toys for girls, beat out 15,000 competitors to get their very own 30-second Super Bowl spot courtesy of Intuit’s Small Business Big Game contest. Here’s the result. GB, you got permission to use the song this time, right?

(via: Geeks Are Sexy, Forbes)

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  • TheChief

    I think this is really cool. As an engineer, I can attest to the fact that currently women in engineering are few and far between. My firm for example has no female engineers. It has been getting better though. But stuff like this can help engineering become a more balanced profession reflecting the actual makeup of society. I for one welcome more female representation.

  • Anonymous

    I love GoldieBlox, but this commercial… if I didn’t know what it already was, this commercial wouldn’t have helped me a) know what they’re selling b) where to get it. It kinda tells me c) why I want it (it’s not pink?) but it doesn’t feel like a compelling argument for the actual toy.

  • delia

    In general I support toys that go against the gender script for all children, but I don’t think goldie blox succeeds as that as much as I would like. It’s strange to me that both of their commercials feature original lyrics decrying pink as the color of girls’ toys, and yet their stuff is all pastel-colored, heavily featuring pink. I know lots of little girls like pink and I don’t think there’s anything inherently wrong with that, but why not mix it up with other colors and non-pastel shades? And why take down pink in the lyrics to then use it in the product?

  • Jenna

    The whole idea of Goldieblox is splitting me solidly down the middle – part of me is ~thrilled~ at toys like this being purpose built/designed/pitched for girls to get into engineering and inventing. But… it’s all glitter and pink and princesses and fluff. And I gotta say? No matter how many tiaras you slap on stuffed teddiebears, they aren’t gonna become a rocket. Staple-gunning stuffed critters won’t make anything beyond a vaguely disturbing bit of outsider out. Is the pink and glitter so the ~parents~ don’t feel weird about getting their daughters toys that would otherwise be ‘for the boys?’ Because I gotta say, when I was little, I didn’t care that my brother’s legos were primary colored. I just wanted to play with them. Wouldn’t it be better to just stop colorbranding everything into strictly “girl” toys and “boy” toys? If a girl (or a boy) likes pink, fine. Add pink to all the other colors. The idea is, on the surface, a good one. But as soon as you stop and really examine it, it’s almost depressing…. we’ve really only gotten as far as thinking girls might ‘be willing’ to play with engineering toys if they are glittered and hot pink? Really? All the years of trying to equalize things, and that’s the sum total of where we are. I suppose it’s something, but I’ll be honest. I ~LOATHED~ pink as a girl. My original first name (knocked to middle as soon as I could – there were ~5~ in my family the same age, and I quickly got sick of being ‘the tall one’ and then legally as an adult) means, sadly, “God’s Princess” and everything my family ever bought me, dressed me in, or thought I should lean towards was built on the pink princess theme. I grew up with loads of other girls who weren’t obsessed with pink either… so if this had been on offer when I was little, I’ll admit. I would have likely smiled, said thanks, waited for the gift giver to leave, and gone back to my big brothers legos and erector sets.

  • BatiHoney

    I just don’t think bashing pink and other toys (as stereotypical as they are) is the answer….and if I had not known Goldie Blox before I saw this, I don’t think I would have known what they are selling. I liked the song and how pumped up those girls got me, though.

  • Pontifex

    I don’t think that the ads are so much against pink as a color so much as the concept of “the pink aisle”. Mckenna, the girl that asked for (and received) an Easy-Bake oven that was not gender-specific for her 6 year old brother, was right in pointing out that the oven was only available in pink and purple. The issue is not whether or not girls should like pink, but whether or not they should be *expected to*, and the issue is not whether or not girls’ toys should be made in pink but whether or not girls’ toys should be *coded* in pink.

    Also, why should there be such a strictly gendered binary in the separation of “pink” and “blue”?

  • Pontifex

    Maybe this will move the split to one side or the other:

    “Dear Lego company,

    “My name is Charlotte. I am 7 years old and I love legos but I don’t
    like that there are more lego boy people and barely any lego girls.
    today I went to a store and saw legos in two sections the girls pink and
    the boys blue. All the girls did was sit at home, go to the beach, and
    shop, and they had no jobs but the boys went on adventures, worked,
    saved people, and had jobs, even swam with sharks. I want you to make
    more lego girl people and let them go on adventures and have fun ok!?!

    “Thank you.

    “from Charlotte”

    This is barely a week old and even if Charlottes’s parent(s) helped her with this, that a 7 year girl can be annoyed enough at under-representation, prejudice, etc. to write about it at all is deserving of note, and a sign that things still need to change.

    I read a piece by a woman who had asked Logo to make stuff less boy oriented when she was a girl decades ago, and received a response stating that Legos were not and never had been gender specific. She is still openly derisive regarding that response.

    And even if that statement were true then, look at the way Bionicles and the rest of the Legos that have been marketed to boys, and have featured only boys in the ads that have appeared since the arrival of Bionicles.