GoldieBlox, the company that is trying to break the mold when it comes to toys for girls, has released a new ad for its latest product, an action figure named Goldie.
Instead of a set of hairbrushes, dresses or makeup, Goldie comes with a set of tools and blocks to construct a working zipline.
The ad, which features a song by Metric, portrays 1984-esque future where an assembly line of identical young girls are picking up Barbie dolls from a conveyer belt, as a "Big Sister" tells them that "beauty is perfection."
Sounds a lot like a certain controversial new Victoria's Secret ad.
But Goldie comes in with her hammer and saves the day, smashing the machine (and any preconceived notions of what a girl's future career path should be) to pieces.
From their website:
"More than just a doll, her articulated shoulders, hips, knees and joints along with specially designed hands and feet are designed for action. With the included construction kit, kids learn how to build Goldie a 13' zipline and send her soaring!"