Using a Rube Goldberg machine, GoldieBlox imagines the fun to be had by inventive girls.
Traditionally gender-biased toys are nothing new. As the thinking tends to go, girls are supposed to play with pretty pink dolls, and boys are supposed to play with green Army men and LEGOs.
Not any more.
As covered by PSFK in January, GoldieBlox is a line of girl-geared toys that encourage a love of engineering, science, and inventiveness. Developed by Stanford engineer Debbie Sterling, GoldieBlox is meant to be to girls what LEGOs and Erector sets are to boys.
To help promote GoldieBlox, the team has recently developed a sensational commercial that takes tinkering with toys to a whole new level.
Dubbed the “Princess Machine,” the commercial follows the course of a Rube Goldberg machine that is presumably created by the girls in the ad. Using pink, “girly” toys as the cogs and raw materials for the machine, the ad quite effectively works to address outmoded stereotypes head-on – with the commercial even being cheekily set to the Beastie Boys tune “Girls”.
Check out the spot below. If you like it enough, you can vote to see it during the Super Bowl as GoldieBlox vies for a chance through the Intuit Small Business Big Game contest.