GoldieBlox Introduces First Action Figure For Girls


By: Haylee Fisher (@haylee_fisher)

Though GoldieBlox has only been around less than two years, the company is already making a huge splash in the toy world. Created by engineer Debbie Sterling and with the help of a successful Kickstarter campaign, GoldieBlox seeks to get girls interested in STEM fields through their line of construction toys. They’re known for their ads that break the “girly” mold and have a tendency to go viral and they even aired a history-making ad during the Super Bowl this year.

Now they’re at it again, releasing a new ad featuring their new action figure called Goldie, a toy that comes with a construction kit that teaches kids to make their own working zip line and shows them how pulleys work.

The ad is being compared the Apple’s classic “1984” ad which featured the same ominous assembly line-style and hammer-wielding protagonist. The doll, Goldie, is seen at the end of the ad after a real-life little girl, who is dressed like Goldie, breaks out of line and smashes the computer that has been sending cookie-cutter, stereotypically-girly dolls down the line. Called “GoldieBlox vs. The Big Sister Machine,” the ad has already racked up over half a million views in five days.

Goldie wears overalls, Chuck Taylors, and untamed hair to show little girls that perfection is not beauty; you can be imperfect and smart and still be beautiful. According to the GoldieBlox website, she is more than just a doll and has “articulated shoulders, hips, knees and joints along with specially designed hands and feet designed for action.” She is the complete opposite of the classic “girl toy” Barbie, whom Sterling says is all about fashion. She says Goldie, on the other hand, is an engineer.

The Goldie action figure is available for $24.99 on the GoldieBlox website and would make a great holiday gift for girls everywhere.

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