GoldieBlox makes ‘toys for future engineers’ – and it wants to see more women going into the profession.
This toy company’s video strikes a blow for feminism – and might also alter the wish lists of thousands of girls this Christmas.
The solution? An advert aimed squarely at getting girls reaching for the toolbox instead of the dollhouse.
Set to the tune of the Beastie Boys’ Girls, the advert shows three girls transform a house into a mind-boggling machine made entirely from GoldieBlox toys.
The two-minute video encourages girls to play with toys that teach them about science, maths and engineering.
GoldieBlox, founded by female engineer Debbie Sterling, wants to ‘showcase the amazing inventive power that girls have’ by getting them to think from an early age that building is fun.