Not Signed-In
Select and review.
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)



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


Simon Perkins

to Folksonomy

Can't access your account?

New to Folksonomy?

Sign-Up or learn more.