The makers of GoldieBlox building toys for girls seem to have forgotten the 1980′s, when pink wasn’t popular and girls were encouraged to play with any toys that they pleased, including building toys such as Lego, Tinker Toy, K’Nex, Capsellas, Erector Sets, MegaBlox, Lincoln Logs and others. I saw through the fact that GoldieBlox has simply produced yet another pink, gender polarized toy for girls by financially exploiting the already excessive “Girl Power” climate and I am bewildered why most parents and the media are heralding the ad as “awesome”. With more than 6 million hits, GoldieBlox’s video ad of three little girls shunning pink princess toys in order to build a Rube Goldberg machine- using the pink and pastel GoldieBlox products- seems to have seduced parents into believing that before now, girls never had the opportunity to build!
The beginning of the commercial looked promising to me: Three creatively-dressed young girls stare with lament and boredom at a TV screen advertising pink-saturated princess props. The girls then start up an old modified Fisher-Price record player which plays the tinny melody of The Beastie Boys’ song, Girls. Starting the record player sets in motion a massive house and yard-wide Rube Goldberg machine that we are led to believe the children built using rejected pink accessories and GoldieBlox parts, which look very familiar… (Think Tinker Toys and K’Nex). However, the ad’s playful charm ended for me when I realized that the new lyrics that the girls were singing were as sexist as the original party lyrics written by The Beastie Boys… and the ad had a clear political agenda. [...]