Not Just A Princess: Pack Of Feral Little Girls Attack The Pink Aisle In A Toy Store
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Not Just A Princess: Pack Of Feral Little Girls Attacks The Pink Aisle In A Toy Store

By Joanna Robinson | Videos | July 3, 2013 | Comments ()

Goldie Blox.png

Listen, I grew up with an obscene number of Barbies. There is a time and a place for tiaras, tutus and as much pink as a little girl could hope for. But that's not all little girls are made of. I remember when the GoldieBlox: Engineering Toy for Girls Kickstarter launched a year and half ago. I'm delighted to see how much progress they've made including this completely kick-ass ad campaign below. Because little boys and little girls should be able to play with whatever they damn well choose, that's true. And there's nothing wrong with being a princess. But isn't it nice to see an ad that harkens back to this era?


It is. Also, Purple Helmet Girl? You're my hero.

P.S. It was a sh*tty night for women in Texas and across the nation. I needed this.

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Comments Are Welcome, Bigots and Trolls Are Not

  • cgthegeek

    What's sad is even Lego has a "girls" collection. Why can't they all just be Legos?

  • competitivenonfiction

    My brothers grew up to be in the trades, and while my parents are very proud of them, I think they're disappointed that no one in my generation (cousins included) went into engineering (the family profession). I know now, looking back, that with even a little bit of encouragement, I'd have been the one to do it. Instead I went into biology, the only science that is mostly studied by women at the undergrad level, and environmental studies. I certainly don't regret it, but I do sometimes wish I had a more physical and technically demanding job. Anyways, awhile back, my dad was going over his will with me (I'm the executor) and I asked which of my brothers would get the engineering ring, and he said that I would because I'm the one who went to university. Go figure.

    All this to say, I love this. I love that they're building things. And I love that they're doing "dangerous" sports like skateboarding. And I love that the girls are still wearing girly clothes. I even like the song.

  • Captain_Tuttle

    Thank you for this! I had never heard of GoldieBlox - and just spent for friggin' ever in Target trying to find a birthday present for a 5 year old girl that wasn't hopelessly gendered, lame, or covered in some kind of marketing tool.

  • Bert_McGurt

    Anything that helps get more women into science and engineering is just fine with me. Back in the day I could have sworn our engineering building was hosting a perpetual bratwurst convention.

  • foolsage

    Defy expectations.

    OK, maybe that is a bit extreme...

  • Green Lantern

    Awesome like a possum.

  • 724wd

    my daughter, now 6, was the recipient of my GI Joe collection and buckets of legos. we've spent many hours building houses, cars, joes shooting each other and fighting... ah, good times! she's also an archer, like myself, since she was 2. she hunts, builds knives, and fishes with me and i wouldn't trade that time for anything. but she also has a penchant for frilly dresses, click-click shoes (you know, fancy hard-soled shoes), tiaras, barbies, MLP, and books. MY GOD, THE BOOKS! she comes by that honestly, as my wife and i are avid readers, but the dresses/shoes/barbies are a mystery. we just built a chicken house and bought some chickens, which she adores... i think she's coming along nicely!

  • Captain_Tuttle

    That reminds me of my niece. Her favorite ensemble for a while was a tutu, combat boots (or galoshes), an army helmet, and a plastic sword.

  • PaddyDog

    That ad was just about good enough for me to forgive annoying child voices* singing a Queen song.

    *Annoying child voices are my bete noire. If there is a hell, for me it will be sitting in a theatre forced to watch a never-ending production of Annie

  • Mrs. Julien

    And yet you like Neil Young.

    Oh, child voices.

    There's still no excuse.

  • emmalita

    Then you had better be good. I hear Satan reads Pajiba.

  • PaddyDog

    Edits it? He's one of the frickin' editors!

  • lowercase_ryan

    These blocks could be made exclusively with overseas child labor and I'd still be tempted to buy it for my niece. Brilliant marketing.

  • bleujayone

    Growing up in a household of three boys, we were given virtually every type of toy you can think of that required building, creativity and imagination. Legos, Lincoln Logs, Erector Sets, Robotix, Construx, and a few other things. We enjoyed making up our own toys and playsets for our action figures for endless hours, and I really don't think it's something that is exclusive to one gender although I don't recall any of these things really being marketed towards girls.

    My younger brother became an architect and ever wrote his thesis titled "The Tao of Lego", citing his childhood playing with a toy of infinite possibilities as the foundation of his adult fascination with doing the same thing with more permanent materials.

    My daughter is still a toddler, but she already seems to have an attraction to her colorful wooden building blocks for more that just throwing or chewing. She has made curious piles of blocks in a stacking pattern that often has her repeating the same actions. I do not know what if anything it will lead to, but she too will experience the joy that her father and uncles had with toys like this growing up. There is nothing exclusively male about being creative or building things, and I will not deny her the chance to experience doing so. Maybe she'll be a carpenter or engineer or designer...or want to be a ballerina kung-fu fairy princess, but that will be her choice.

  • Pinky McLadybits

    My husband and I once met a guy with three daughters. He lamented the absence of footballs and toy cars, which earned a puzzled look from us. Our daughter put on Hulk hands and made a boy cry because he dared tell her that she was too delicate to play boy games. She's climbed trees in a Cinderella dress. Our daughter has toy cars, footballs, basketballs, Nerf guns, princess dresses, dolls, dinosaur bones, science kits, and everything she likes. Because she's a person, not a preconceived gender role.

  • I had a spear (a real one, with a forged head with a real point and edge on it--when my dad made it for me and gave it to me, he told me very seriously that if the pointy end ever went into anything living, I was done for), and I charged around playing elf. I also started the occasional fire (contained, although firemen did once show up at the house to discover the smoke they'd been called about was coming from a small wood fire in a rusty old hibachi, at which point I got a pretty stern lecture from the firemen while my parents looked on) and on several occasions tried to run away from home so I could go live in the woods.
    I also had Barbies and a small, but cherished, My Little Pony collection. And my little brother had a pink baby doll that rocked its head and played a lullaby when you pulled its string, and he would not be separated from that doll.
    If you watch toy commercials and look at toy ads, they're aggressively marketed to one gender or the other, but when left to their own devices, kids will often assemble whatever they like to play with, and provided they're allowed, they'll happily play with all kinds of toys. The important part is allowing it.

  • dizzylucy

    I love the spirit of the ad, what this company is doing for the toy business.

    I don't object to the "pink aisle" completely, because some girls (and boys) do enjoy playing with Barbies and the like. But I object to the idea that that's the ONLY aisle girls should shop in, and the only kind of toys marketed to them.

    I grew up playing with Legos,blocks, cars, puzzles, all kinds of stuff. And Barbies and dolls - though I cared less about the fashions and more about constructing my own Barbie "dream home" with stuff around the house. I ended up becoming an architect (and currently the only woman at our small firm).

  • Natalie

    Yeah, let kids play with whatever they want. But it's not much of a choice, is it? They are shown by everything around them that that there are things for boys and things for girls. There is a completely artificial segregation based on gender stereotypes. If you buck the trend it's an uphill battle even if your kid does enjoy things outside of the gender segregation.

    I'm an engineer. There's men everywhere. I've been at companies where I was the sole female technical employee. Men men men. White men, Asian men, Indian men. Where does it come from? I can tell you where it starts.

    You say your 5 yr old niece/daughter, etc likes both worlds? Good for you, but its nothing special. We lose female interest in middle school. I do K-12 outreach whenever I can so that girls see STEM careers as something that they can do also.

    If you want to buck the trend you need to provide alternatives and keep that interest alive. And all of what I say goes double for minorities.

    And then you have people trying to encourage women with ads like this:

    Yeah. It's an uphill battle.

  • dizzylucy

    Wow, that video is...something else. Apparently "science" is all about pretty colors, cosmetics, sunglasses, flirting, and dressing up with full hair and makeup for working in the lab. I should ask my BFF why she's wasting her time on cardiovascular pharmacology research instead of making pretty blue eyeshadow, because science is a girl thing!

    You are awesome for doing the outreach and STEM stuff.

  • TheOriginalMRod

    That kicks SO much ass!!!!

  • John W


  • luckypete

    As a father of an 8 year-old girl who likes everything from gymnastics to horses to dolls to building things, it makes me happy to learn about this company, and also to see a commercial that illustrates the wide interests of girls. It's not an either/ or scenario.

  • TherecanbeonlyoneAdmin

    As the father of three daughters, this warmed my cockle.

  • Miss Laaw-yuhr

    Hearing you say that, you get my vote for Best Dad.

  • BWeaves

    My favorite toys as a child (in the 1960's) were Legos and Tinker Toys. I built rotary telephones, and windmills, and a replica of the Santa Maria, and various Rube Goldberg devices.

    I became a computer programmer, and was often the only women on my team.

    Now that I'm old, I collect tiaras. I guess I got it backwards.

    I would have liked to have seen those little girls attack the erector sets aisle.

  • emmalita

    My parents were hippies and wouldn't let me have traditional girls toys, or pink. I chose my friends by the number of barbies they had and their willingness to share. My mother desperately wanted me to be an engineer or a scientist. Sadly, she forgot that she came from a family of word people and married into a family of word people, We do words, not numbers. I still don't have much pink, but I do regularly wear a tiara.

  • Muhnah_Muhnah

    Aww. Why can't we just let kids play with whatever the hell they like? My nieces hobbies include: Judo, guitar/piano, ballet, chess, science experiments, skiing/hiking, playing with dolls, helping out in the kitchen, cycling like maniacs and being awesome.

  • emmalita

    My 4 yr old niece is her older brother's enforcer. I've seen her take down much bigger kids, all while wearing a princess dress, and occasionally a tiara. She says all women are princesses and princesses can have whatever job they want. I asked her if men could be princesses too. She said they could, but they had to ask really nicely.

  • Muhnah_Muhnah

    Damn right, they do! I'd really like to see some asshole 15 years from now try to tell any of these little girls what they can and can't do. My 5 year old niece will probably just put him in a headlock till he apologises.

  • emmalita

    They will be in charge, or they will make you pay!

  • duckandcover

    I had one of those Barbie heads that you could apply makeup on. Example:

    I ended up cutting all of her hair off and painting on her face with my mom's real makeup. All my Barbies got mutilated in some way. My most cherished toy was Goldar from Power Rangers, probably because I bought it with my own money ($20 was a lot, guys).

    Let the kids play with whatever they want, damn it.

  • Captain_Tuttle

    They had a Cher one too (am I dating myself?). It was cool - you could spin the top of her head around & change her hairstyle from plain black to streaks. I think I took it apart to see how it all worked.

  • dizzylucy

    I did the same thing! I think I used nail polish as (permanent) lipstick, and started off slowly cutting the hair, but eventually it was pretty chopped up.

  • Miss Kate

    I always wanted one of those giant Barbie heads! Instead I used to tease my Barbies' hair, and draw on them in permanent marker. When my mother expressed concern, all I would say was, "Shhssh Mommy! I'm making her beautiful." I also played with my brothers' cast off Tonka trucks.
    I see nothing wrong with Barbie dolls, and I don't have a daughter, but all the Pink Princess sparkly shit just grates on my nerves.

  • F'mal DeHyde

    I was terrible with dolls, my mom finally quit buying them for me. They'd end up bald with tattoos and drawn on scars.

  • ljridley

    My youngest sister gave my niece a Barbie over my sister-in-law's very strong objections. My niece wound up burying the doll in the back yard.

    My fake Barbies all wound up naked and tied to horses. Apparently I had something to work out.

  • F'mal DeHyde

    Naw, dolls are fucking creepy. They need to die.

  • Strand

    But she has a new hat. I want it I want it I want it!

  • Rebecca Hachmyer

    And a headline that makes me think of this: http://hyperboleandahalf.blogs...

  • BWeaves


    I remember that one.

  • Aaron Schulz

    That ballerina girl will rule us all one day with an iron fist

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