As mother to two daughters, I love any company that will help me teach them to break out of the girl-mold society (and merchandisers) have set up. I’m constantly trying to reassure my younger girl that it’s okay for her to love Star Wars toys, even though they’re all in the boy section at Target and toy stores (don’t even get me started on bookstores’ “Women’s Interests” sections full of sewing and cooking magazines). Trying to raise your daughters with unrestrained love for all kinds of things can be difficult when the manufacturers separate them out by pink and the blue, princesses and the tools — using outdated gender-based standards to segregate kids. I love that GoldieBlox tries to address those antiquated ideals.
Here’s the company’s latest ad for a new action figure:
It’s a nice way to get people thinking about what message our kids are getting from the toys we maybe don’t think about too much as we’re buying them. And I love having options that provide our kids with different ideals. Princess dolls ain’t all bad, but yeah, give that girl a hammer…or a circuit set, or a rocket.