image from http://www.goldieblox.com
The launch of a Youtube video highjacks Beastie Boys hit song, “Girls,” and turning it into an anthem for young feminists. The video promoting the Feminist toy company, GoldieBlox, which aspires to reclaim the traditionally male-dominated fields of interest in math and science and overcome antiquated (and inaccurate) stereotypes that limit girls to playing house. image from www.goldieblox.com/pages/about
GoldieBlox was conceived by Debbie Sterling, the founder and engineer of the company, who began by drawing a series of illustrations with strong characters, reminiscent of Pippie Longstocking or Punky Brewster. The girls’ toy line (while admittedly, bathed in the soft hues of pink and lavender) consists of building games with her character, Goldie, figurines and expansion packs with a creative focus of inspiring girls to become future engineers and a small clothing line with the slogan, “More than just a princess” emblazed across the front.
The company creatively avoids marginalization in their advertising by depicting girls outside the golden Caucasian norm by representing little girls of diverse ethnicity, furthering GoldieBlox’s confrontation of the limits we, as a culture, put on those of us existing outside the realm of white, male entitlement.
I sense a Princess revolution.