3 Girls Smash Gender Roles to Smithereens in Toy Company's Glorious Debut Ad

GoldieBlox flips Beastie Boys' 'Girls'

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

One of the most anti-feminist songs of the 1980s, "Girls" by the Beastie Boys, is recast as an empowering theme for young women in a new toy ad looking to break gender stereotypes.

The spot is a holiday promotion for GoldieBlox, a construction-themed board game that nearly doubled its Kickstarter goal in 2012. Game developer Debbie Sterling designed GoldieBlox to combine young girls' love of reading and characters with the engineering themes of toys typically more popular with boys, like Legos and erector sets.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in