Move over Barbie, there’s a new toy in town.
Judging by the insanely instant viral success of GoldieBlox’s new commercial, it’s safe to say the toy company promoting strong, smart, engineer-focused girls with a passion for building is here to stay.
The undeniably catchy re-worked lyrics to Beastie Boys’ 1987 hit, “Girls,” was certainly instrumental in the hugely successful commercial featuring three adorable little girl engineers creating one of the coolest, most elaborate mechanical toys the Internet has ever seen. But the true driving force behind the video was simply the company’s message: “To show the world that girls deserve more choices than dolls and princesses,” and that “femininity is strong and girls will build the future — literally.”
GoldieBlox founder Debbie Sterling is a Stanford engineering grad who was inspired to create toys for girls that offered more options than what is typically found in the “pink aisle.”
After she found herself isolated as one of the few female engineering majors at Stanford in 2005, she had a conversation with a friend, one of the only other females in mechanical engineering, and decided it was time for a change.
That’s when GoldieBlox, the interactive book series and construction set starring Goldie, a kid inventor who loves to build, was born.
“In our culture, the sad truth is that math and science and engineering is a boys’ club, and it starts at such a young age,” Sterling, 30, told GoodMorningAmerica.com. “There’s Bob the Builder, Bill Nye the Science Guy and all these other boy geniuses, but I wanted a role model, a strong character girls can relate to.”
GoldieBlox is single-handedly crushing the typical female stereotypes, working to increase the miniscule 11 percent of women in engineering today, which Sterling says is “one of the fastest-growing jobs in America.”
“The response has been wonderful,” she explains of her brilliant campaign highlighting the young girls, six engineers and Brett Doar, the mastermind behind OK Go!’s Rube Goldberg machine, turning a normal house in Pasadena, Calif., into a “massive, magical contraption.”
“Girls love it. They are building all kinds of cool things with it,” Sterling added. “It’s bringing a lot of people to tears. So many moms say, ‘I was really good at math,’ or ‘I could have done this, too. My daughter can do anything, but let’s give her the choice I didn’t have.’”
The product is really resonating with dads, too.
“So many dads are looking for ways to really connect with their daughters,” said Sterling. “Sometimes it’s hard or awkward for dads to play with dolls, and they can really bond with their girls over toys like this.”
The music video commercial has already amassed more than 3.5 million views since the company posted it to YouTube on Nov. 17.
“You make something and put it out in the world and cross your fingers,” Sterling said. “The video we made was so ambitious and really hits on this message I wanted to send. We don’t want to bash girls or make them feel ashamed for playing with dolls and playing dress up. I did that when I was little too, but just know there are more options out there for you to explore.”