Point of GoldieBlox Toys Completely Lost on My 4-Year-Old Daughter

By now, I am sure you have seen the GoldieBlox video/commercial – you know, the one in which little girls were building awesome things with toys traditionally reserved for the boys’ toy aisle?

(Also, the video in which the Beastie Boys sued over using their song… but that’s another story. This post is about the message of GoldieBlox…)

GoldieBlox is “a toy company out to show the world that girls deserve more choices than dolls and princesses.”

I was sitting with my kids after dinner tonight, and we watched the fun video above. My daughter, who is four, watched closely as the girls on the screen built this amazing chain of events that they knew would be more fun that the toys people think they want to play with.

I’ve had the princess conversation with my daughter before, so I thought it was a good time to talk about what really was so cool about the video.

Me: You know what this video is all about? The girls wanted toys that would let them use their imagination and use cool stuff to make something super crazy and fun!

4-year-old: You mean boy toys.

Me: No, see, that’s the point – they don’t have to play with all the pink stuff. They can build something really cool!

4-year-old: But where are the boys?

Me: No, girls don’t need boys! Girls can do anything!

4-year-old: If boys show them how.


I have some work to do.

About GoldieBlox

GoldieBlox creates toys and stories featuring female empowerment that goes beyond princesses. Their toys include design elements so that girls can build, create and use their minds for more than princess play.

From their website…

At GoldieBlox, our goal is to get girls building. We’re here to help level the playing field in every sense of the phrase. By tapping into girls’ strong verbal skills, our story + construction set bolsters confidence in spatial skills while giving young inventors the tools they need to build and create amazing things.

In a world where men largely outnumber women in science, technology, engineering and math…and girls lose interest in these subjects as early as age 8, GoldieBlox is determined to change the equation. Construction toys develop an early interest in these subjects, but for over a hundred years, they’ve been considered “boys’ toys”. By designing a construction toy from the female perspective, we aim to disrupt the pink aisle and inspire the future generation of female engineers.

We believe there are a million girls out there who are engineers. They just might not know it yet. We think GoldieBlox can show them the way.

Note: It’s now my understanding that GoldieBlox used the Beastie Boys’ song, Girls without their permission. While I love this product, and I think the energy behind it is awesome, I do not endorse other people taking material from others without their permission for advertisement. Cool product, not cool advertising move.


  1. says

    LOL!!! Oh no! Well, she will get it eventually – I mean she DOES have an entrepreneur mom to show her how 🙂

  2. says

    Oh, that cracks me up!

    I do love the ad, though I do wish the toy itself wasn’t shades of pink and purple. Like yay, girls can do anything- as long as it is in girl colors.

    As a boy mom, sometimes I get irritated at how skewed things are- let’s encourage our daughters to do everything boys do… but if a boy wants to do a “girl” thing, then there’s this need to defend it, it’s not encouraged.

    And um, yeah, I’m probably overthinking what is meant to be a supercute ad. 😉

  3. says

    Hahaha!!! My daughter LOVES pink, glitter and princesses. All this anti-princess stuff is lost on me because while wearing her princess crown she will say she is going to be Batman and save the world from bad guys. I think if we just let them be…they will all become great!

    Although…I love pink and glitter and a man to take out the garbage so maybe I am guilty??!!

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