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Which clippings match 'Pink And Pretty' keyword pg.1 of 1
20 NOVEMBER 2013

GoldieBlox uses gender politics to target consumers

"One of the most anti–feminist songs of the 1980s, 'Girls' by the Beastie Boys, is recast as an empowering theme for young women in a new toy ad looking to break gender stereotypes.

The spot is a holiday promotion for GoldieBlox, a construction–themed board game that nearly doubled its Kickstarter goal in 2012. 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. To that end, the ad features a massive Rube Goldberg scenario, designed by OK Go contraption collaborator Brett Doar. As the machine's workings unravel, the girls sing modified Beastie Boys lyrics: '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.'"

(David Griner, 19 November 2013, Adweek)

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TAGS

2012adAdweekBeastie Boys • board game • Brett Doar • contraptionculture of pretty • Debbie Sterling • emotive manipulationempowerment themeengineering • engineering themes • feminist themesgender performance culturegender stereotypesgirl powergirls • GoldieBlox • interactive books • inventive power • Kickstarter • love of reading • magical contraption • OK Go • pink and prettyrepresentation of womenRube Goldberg machinetoy • toy company • young girlyoung women

CONTRIBUTOR

Simon Perkins
10 FEBRUARY 2012

Peggy Orenstein on our gender performance culture

"Peggy Orenstein ('Cinderella Ate My Daughter: Dispatches from the Front Lines of the New Girlie–Girl Culture') and Kaveri Subrahmanyam ('Digital Youth: The Role of Media in Development') had a conversation about girl culture and digital media for Googlers in Santa Monica on February 9, 2011. They were joined by Adriana Manago, who works with Kaveri at the Children's Digital Media Center (UCLA/CSULA)."
(About @Google Talks, 9 February 2011)

Fig.1 Kaveri Subrahmanyam talks to Peggy Orenstein about "Cinderella Ate My Daughter", About @Google Talks [18:24]

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TAGS

Adriana Manago • Barbie Fashion Designer • boredomboys • bullying • chat roomCinderella • Cinderella Ate My Daughter • culture of prettydesiredigital mediadigital youthdoll playempowermentFacebookfeminismgendergender performance culture • girlhood • girlsGoogle Inc • Google Talks • identity • identity development • Kaveri Subrahmanyam • Lord and Taylor • market segmentationmedia literacy • media researcher • new medianew technology • nursery colours • overcoding • parent • Peggy Orenstein • performance cultureperformativitypinkpink and prettyplaying with dolls • popular zeitgeist • pornographyprettysextingsexual agencysexualisationsexualitysocial mediasocialisation • Tyler Clementi • young girl

CONTRIBUTOR

Simon Perkins
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