Courtesy of mashable.comFresh off of its success as a Kickstarter, toy company GoldieBlox is once again making rounds with their new video, by attempting to break the mold of beauty and perfection for young girls.
Last year, the company released its ‘Princess Machine’ ad, which has up until now garnered more than two million views on YouTube. Its new ad, released just this week, has garnered half a million views as of yet, labeled ‘GoldieBlox vs. the Big Sister machine’.
The new ad creatively involves a ‘Big Sister’ conditioning a line of young girls into believing that ‘you are beauty, and beauty is perfection’, as they come by a conveyer belt to collect their perfectly pink, stick-thin dolls, while they themselves are dressed in a similar way. Then comes a break in the line where a young girl with wild hair, overalls, and Chuck Taylors walks up to the conveyer belt and effectively breaks and reverses the Big Sister machine, enabling it to then output a doll which looks just like her – frazzled yet perfect in her own way – called GoldieBlox, instead of dolls which one notices look very similar to a Barbie doll stereotype.
With the production of such toys which move away from the ideal pink, perfect dolls, the toy company aims at changing young girls’ ideals by introducing toys for them which don’t enforce the ‘beauty is perfection’ outlook on them, by providing them with ‘toys that give girls confidence in problem-solving’, as quotes the slogan on the official Goldieblox website.
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