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."
What's Driving This Trend
- Gender-neutral Toys
- Toy companies could disrupt traditional gender roles by creating more gender-neutral toys that appeal to girls and boys alike.
- Empowering Toy Commercials
- Toy companies could disrupt the traditional model of beauty and promote empowerment by creating more commercials that encourage creativity and intelligence over physical appearance.
- Career-driven Toys
- Toy companies could disrupt the traditional view of careers by creating more toys that encourage young girls to explore a wider range of career options beyond typical female roles.
Who This Affects Most
- Toy Manufacturing
- Toy manufacturers have an opportunity to disrupt the traditional toy market by creating more gender-neutral and empowering toys for young girls.
- Advertising
- Toy commercials have an opportunity to disrupt traditional gender roles and beauty standards by creating empowering commercials that encourage young girls to be creative and intelligent.
- Education
- Educators have an opportunity to disrupt the traditional view of careers by providing more exposure to non-traditional female roles and promoting gender equality in the classroom.
