GoldieBlox creates construction toys for girls to inspire future engineers. As the GoldieBlox website says:
In a world where men largely outnumber women in science, technology, engineering and math…and girls lose interest in these subjects as early as age 8, GoldieBlox is determined to change the equation. Construction toys develop an early interest in these subjects, but for over a hundred years, they’ve been considered “boys’ toys”. By designing a construction toy from the female perspective, we aim to disrupt the pink aisle and inspire the future generation of female engineers.
This ad completely subverts the “girls’ toy” category, borrowing a little inspiration from Honda’s famous “The Cog” commercial. This is bold, original and brilliant.