This is how fucked up kidworld has become. Finally, parents are catching on that gender stereotyping children limits potential. So what do we get? An anti-everything pink and princess themed ad, which is great, selling a princess themed toy. WTF?
Here’s the ad.
Here’s the toy, which isn’t so great. “In this much-anticipated sequel, Goldie’s friends Ruby and Katinka compete in a princess pageant with the hopes of riding in the town parade. When Katinka loses the crown, Goldie and Ruby team up to build her a parade float as well as other fun rolling, spinning, and whirling designs.”
Read this blog by Rebecca Hains to learn more. “I have been rooting for GoldieBlox since their Kickstarter days, and I love their mission to break stereotypes and spark a love of STEM in girls. But by pandering to princess culture, this new offering just isn’t living up to the promise.”
Melissa Wardy also has a great blog on this: “You cannot create a toy meant to break down stereotypes when you start off with the ideal that ‘we know all girls love princesses.’ ”
Another good one here (though I think it’s fine to change sexist lyrics and make them your own.) Goldie Blox, no thanks. “It’s the same dumb-downed princess bullshit as the rest of the stuff they are shoving down the throats of our daughters.”
I am pretty sure I gave money to Goldie Blox’s Kickstarter campaign. I know I intended to, but I’m not positive I followed through. I certainly promoted the toy in its earliest days on Reel Girl’s blog, Facebook page, an my Twitter feed.
Once again, I like the Goldie Blox ad. I understand the product is supposed to be a step towards getting girls interested in engineering, but this doublespeak makes me feel like I’m being taken for a ride on a big, old float right down Main Street. I would not have given money or promoted a toy like the one above. I don’t know if Goldie Blox’s “success” made it become this or if this was this always the intention. Maybe, like someone on Reel Girl’s Facebook page writes, Goldie Blox is trying to “straddle the market.” If so, that kind of risk-free, inauthentic approach appeals to me even less than the product.
The toy box shown at the end of the ad is Goldie Blox and the spinning machine. You could argue that the Goldie Blox princess is just one image, or one character, of many. But what I thought is that this brand was going to be different. In a market saturated with princess/ pageant narratives, Goldie Blox was going to stand out as moving beyond stereotypes, not just in some products, some of the time. Maybe I misunderstood the message, but aren’t parents seeing this ad misunderstanding it as well?
Here are 4 previous blogs I’ve written about Goldie Blox where you can see how I progressively begin to question what is being created and sold to kids. One of the lines in the adoring media that really creeps me out states that those sweet, caring girls have “an inclination to help.” In boyspeak, we call that same impulse something more heroic: “a rescue fantasy.”
Wouldn’t it be nice if toys, and the language used to market them, was created for humans, not stereotypes?