GoldieBlox are back with another ad taking on gender stereotypes in children’s toys. You may remember GoldieBlox from their Beastie Boys parodying ad that subsequently led to a lawsuit.
This time around, GoldieBlox riffs on the classic “This Your Brain on Drugs” PSA with their own “This Is Your Brain on Engineering.” “This is your brain on princess,” says a girl in a white lab coat and fairy wings who dolls up an egg which she sends through a conveyer belt. The spot shares facts and statistics about girls’ math/science performance and body perception and women in engineering, such as “At age 7, girls begin to lose confidence in math and science,” “At age 13, over half of all girls are unhappy with their bodies,” and “Only 13% of engineers are women.” Mixed in with this are positive numbers about the increasing importance of engineering jobs in America. It’s an important message, delivered in a fun way, that should get parents thinking about how what toys their girls play with now might impact their future. And that, of course, could lead them to purchase GoldieBlox.