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GoldieBlox's New Ad Is 'Perfection'

GoldieBlox toy ad makes headlines, challenges norms

The headline-making, girl-centric toymaker GoldieBlox is back—and just so you know, the company has more glass ceilings to shatter. So step aside, please.

While the company's been dropping cool toys for aspiring female inventors and engineers for the last year, they've recently added a whole new kind of toy to their repertoire: a kick-ass, adventure-seeking female action figure named Goldie. And boy—er, girl—is she cool.

In the ad for Goldie, we're first confronted with one plain and simple fact: "Fashion dolls teach girls to value beauty over brains." And what's more, one of these dolls is sold every three seconds.

We're then transported into some kind of pink-laden pretend factory, where girls dressed identically in head-to-toe pink (pink fur vest, pink studded heels, pink lipstick) walk in uniformed lines to pick out their dolls. Everyone looks like everyone else—programmed robots just doing what they're told. On the wall, a screen shows a woman repeating the same lines over and over again: "You are beauty, and beauty is perfection" with the words "BIG SISTER" written in bright lights over her head. As you're probably picturing it, it's all very Orwellian and strange.

But then, seemingly out of nowhere, another girl joins the line. She doesn't sport the same pink clothing as the other girls, and she's not clutching a pink doll, either. Her hair is wild, she's wearing overalls and Chuck Taylors, and around her waist sits a tool belt.

She is beauty, and she is perfect.

In the caption accompanying the video, the toymaker writes: "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."

And with Goldie the action figure, they are definitely on the path to changing things.

Much like the young girl in the video, Goldie dons overalls and wild hair. She wears sneakers and clutches tools and has hands and feet that are "specially designed for action." She's also sold with cool accessories that allow her to zipline with ease—so your little girl can send her soaring through the living room at a moment's notice.

Here she is, in all her glory:

Would you buy Goldie the action figure for your daughter?

MORE: 10 Moms Who Changed the World

Photo via YouTube

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