GLOBAL – November 20, 2013 – If you’re picking out a t for a little girl, you might want to skip the pink. Whoever still thinks all girls want to do is wear a tiara should see "Princess Machine," the latest ad from toy company GoldieBlox, whose mission is to show the world that girls deserve more choices than dolls and princesses.
"We believe that femininity is strong and girls will build the future – literally," said GoldieBlox, which was founded by Debbie Sterling, a Stanford engineer.
Deciding that girls need more choices than the pink aisle has to offer, Sterling developed GoldieBlox, an interactive book series + construction set starring Goldie, a kid inventor who loves to build.
"This year, we wondered what we could do to showcase the amazing inventive power that girls have. So…we might have recruited three young girls and that guy who made OK Go’s famous Rube Goldberg machine to turn an average home into a massive, magical contraption," the company said on its YouTube channel.
The spot features a trio of little girls who rock to their own version of a Beastie Boys song, while building a nifty contraption for a play session far more interesting than an afternoon with dolls.
Lyrics performed by: Raven
Creative Director: Beau Lewis
Machine Creative Director: Brett Doar
Film Director: the Academy
Executive Producer: GoldieBlox Inc
Animation by: Ed Skudder & Lynn Wang
Special thanks to GitHub Studios