By Kate Parsons
Today, girls and women are bombarded with advertisements that transmit an extremely narrow set of messages about girlhood and womanhood. At first glance, the advertisements for GoldieBlox seem as though they are pushing-back on the mainstream idea that girls should aim to be princesses or domestic goddesses when they grow up. The Oakland, Calif.-based company won a contest run by Intuit to launch the toy, which is aimed at a new kind of engineer: young girls. The advertisements are exciting because they aim to end the stereotype that all girls want to be princesses when they grow up. The toy really took off after their commercial during the Super Bowl. The commercial shows girls forgoing their usual toys for a more interesting and stimulating experience building and getting their hands dirty.
What I don’t get is why the infamous ad that appeared during the Super Bowl and the web and print versions of the advertisements do not match up. I applaud GoldieBlox and think that the toy is a great idea to replace domestic-themed toys with building toys for girls. But why is the print ad full of the girly colors the CEO first condemned when she walked down a toy aisle in a big-box store. Furthermore, there is actually a princess in the ad, even though the point of the toy is to move girls away from the princess dream. Will there ever be a toy that truly crosses boundaries and stereotypes? Or will girls’ toys always be purple, pink, and princess-y in order to sell?