GoldieBlox vs. the Big Sister machine (feat. Metric, “Help I’m Alive”)

http://bit.ly/1seJDLy Help us break the Big Sister machine. Find out how, plus behind the scenes.

Imagine a world that’s colored in pink, where all girls look and act exactly the same. Role models on big screens tell them that being pretty is their primary purpose. Beauty reigns supreme.

This world is not so far fetched ….

One fashion doll is sold every 3 seconds. Research shows that girls who play with fashion dolls see fewer career options for themselves than for boys.
It’s time for girls to have options.
It’s time for us to take action.
Girls’ feet are made for high-tops, not high heels…it’s time for change. In 2014, GoldieBlox breaks the mold with an action figure for girls.

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ABOUT GOLDIEBLOX
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At GoldieBlox, our goal is to get girls building. We’re here to help level the playing field in every sense of the phrase. By tapping into girls’ strong verbal skills, our story + construction set bolsters confidence in spatial skills while giving young inventors the tools they need to build and create amazing things.
In a world where men largely outnumber women in science, technology, engineering and math, girls lose interest in these subjects as early as age 8. Construction toys develop an early interest in these subjects, but for over a hundred years, they’ve been considered “boys’ toys.” GoldieBlox is determined to change the equation. We aim to disrupt the pink aisle and inspire the future generation of female engineers.
What we believe is so important in this space are role models — characters that are cool, interesting, smart, and relatable. We hope that Goldie and her friends provide a vital way to see all the different things that girls can be, and are inspiring examples for girls and boys alike.
We believe there are a million girls out there who are engineers. They just might not know it yet. We think GoldieBlox can show them the way.
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ABOUT DEBBIE
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Debbie Sterling is the founder and CEO of GoldieBlox. She never knew what engineering was until her high school math teacher suggested she pursue it as a college major. Debbie couldn’t figure out why her math teacher thought she should be a train conductor! Nevertheless, she gave engineering a try during her freshman year at Stanford. Four years later, she graduated with a degree in Mechanical Engineering / Product Design. Bothered by how few women there were in her program, Debbie became obsessed with the notion of “disrupting the pink aisle” with a toy that would introduce girls to the joy of engineering at a young age.

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CREDITS
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Created By: GoldieBlox
Lightning Bottler: Beau Lewis

Director: Megan Griffiths
Producer: Lacey Leavitt
Produced by: Society

Music: Metric “Help I’m Alive”, courtesy of Metric (Emily Haines & James Shaw) & BMG Music
Special thanks to: Reel Grrls

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20 Responses

  1. chuck joans says:

    it’s still a blond white girl just in a different outfit also didn’t
    futurama do this already?

  2. christie wiand says:

    Goldiebolx looks awesome in real

  3. Kayter Tot "Panda" says:

    I actually think this is an amazing ad. Using the novel “1984” as an
    inspiration for it was also really clever. (“Big Sister” instead of “Big
    Brother” and the robotic society of always being watched and expected to
    live how society portrays you to be) Although a lot of people have not read
    George Orwell books yet, That book haunts me lol

    I think it should’ve at least been given a recognition in the description. 

  4. Alex Three says:

    LOL she’s still wearing purple

  5. 83croissant says:

    head is too big, how does she stay up?

  6. Marisol Abad says:

    Rompe los moldes,,,,,,!!!! No seas una “muñeca” clonada

  7. Minzi Sahn says:

    Brataley sent me here.

  8. Style Delights says:

    I LOVE this ad, and as a mom of a little girl who has no interest in
    Barbie, I am glad that stereotypes are being broken! (Having said that, I
    also believe that if a girl likes pretty things and dressing up, it doesn’t
    mean that she has no interest in ‘brainy’ stuff!) 

  9. juki0h says:

    in my opinion, all women should look good almost like super models. i hate
    seeing fat ugly women, disgusting, americans have lowered their standards
    way to far. its time to get back on top guys!

  10. Key Hyundai of Milford says:

    GoldieBlox vs. the Big Sister machine (feat. Metric, “Help I’m Alive”)

    A Great new Toy for Girls!
    “In 2014 GoldieBlox breaks the mold with an action figure for girls,” is
    the ad’s final line. The can-do doll follows the mission of the San
    Francisco-based company that was founded in 2012 by 31-year-old Stanford
    grad Debbie Sterling.
    “Growing up as a little girl, I had no idea what engineering was,” Sterling
    told ABC News in January. “I fell into engineering almost by accident …
    That’s what GoldieBlox is for me, giving girls that opportunity to know
    what it is, build those skills from a young age and develop an interest.”
    “Research shows that girls who play with fashion dolls see fewer career
    options for themselves than for boys,” the company wrote. “It’s time for
    girls to have options. It’s time for us to take action.”

  11. Key Hyundai of Manchester says:

    “In 2014 GoldieBlox breaks the mold with an action figure for girls,” is
    the ad’s final line. The can-do doll follows the mission of the San
    Francisco-based company that was founded in 2012 by 31-year-old Stanford
    grad Debbie Sterling.
    “Growing up as a little girl, I had no idea what engineering was,” Sterling
    told ABC News in January. “I fell into engineering almost by accident …
    That’s what GoldieBlox is for me, giving girls that opportunity to know
    what it is, build those skills from a young age and develop an interest.”
    “Research shows that girls who play with fashion dolls see fewer career
    options for themselves than for boys,” the company wrote. “It’s time for
    girls to have options. It’s time for us to take action.”

  12. Angela D says:

    That BS in the end though. Witty.

  13. eatcarpet says:

    I don’t know how action dolls for girls is supposed to help.

  14. GISHnado Team says:

    Did anyone else notice it ends with “BS?”

  15. starringrole48 says:

    This would be much, much better if they were empowering ALL girls instead
    of just the ones who’d like to break the norm. I love the concept
    (especially as a math geek), but they’re ultimately taking the
    cookie-cutter mold forced upon girls and pushing them towards another one.
    I’m not feeling the whole “Girls’ feet are made for high-tops, not high
    heels” thing. To me, that excludes all those little girls who like learning
    about engineering, but wouldn’t be opposed to wearing something frilly.
    GoldieBlox is extremely close to being the best thing ever, but it’ll only
    get there when they fix this.

  16. Lawrence McClain says:

    its funny how caucasians need a doll to define their gender roles and to
    stop the negative patriarchal stereotypes in America when minorities are
    matriarchal by nature. you guys have your doll…LOL 

  17. Duane Bitner says:

    I will get one for my daughter, dye its ridiculous buttered popcorn hair
    dark, and its burns-in-the-sun skin brown, and THEN give it to her with a
    true big smile on my face.

  18. HappinessandSyanide says:

    just what we need another white, skinny, and blonde haired doll. wheres the
    dolls for the non white girls? for the girls with short hair, for the girls
    who are smart but wear heels. wheres the dolls that are overweight? I get
    what this company is trying to do but if they really want to “help us break
    the big sister machine” they need to speak to the girls that don’t already
    identify with barbie.

  19. Adafruit Industries says:

    GoldieBlox vs. the Big Sister machine (feat. Metric, “Help I’m Alive”)

  20. Tamara Sanderson says:

    Go, #goldieblox, go!