Beastie Boys & Princess Machines
GoldieBlox is the name of a construction-themed board game aimed toward young girls in order to promote engineering based problem solving. Debbie Sterling is a game developer and the founder of GoldieBlox. She had recently concluded a successful Kickstarter campaign, raking in over two hundred thousand dollars to launch the new product line. In the debut ad for GoldieBlox, the company is also one of the four finalists for a free Super Bowl ad.
The launch commercial features a parody of the Beastie Boys 1980’s, “Girls” with a Rude Goldberg machine and set designed by Brett Doar, who also collaborated with OK Go. The commercial is a fun subversion of a typical toy ad aimed at young girls. The points addressed in the song point out how boring and unimaginative most girl toys are. GoldieBlox aims to combine story telling and empathy with real-world engineering principles. If the Kickstarter’s success were any indication, I’d say many people would agree that it is high time for a product that promotes girl’s intellect, compassion, and imagination over her appearance.