GoldieBlox just introduced an action figure for girls that encourages girls to think differently and be inventive, rather than just look pretty. This commercial is set up in a world where Big Sister reigns supreme and all little girls look alike, dressed up in pink. An army of similar-looking girls all march to pick up a generic fashion doll that's being rolled off the assembly line, but there's one girl who stands out.
Rather than wearing heels, this girl wears high tops and decides to smash the Big Sister machine and set the other girls free. GoldieBlox reports that one fashion doll is sold every second and notes that "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."