Move over Barbie. There's a new doll on the market out to shatter what it means to be "beautiful."
EnterÂ Goldie, the girl inventor. She's still a blonde, but at least she's without impossible proportions. Dressed in girl-appropriate overalls and red "Chucks," sheÂ comes with a hammer and a zip line instead of a Dream House.Â She's not just a pretty dollâ€”she's an action figure.
GoldieÂ hails from none other than GoldieBlox. The hit toymaker went viral last year with an ad featuring girlsÂ building a Rube Goldberg machine made from toys, and they're doing it again with the ad to announceÂ this latest project.
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The videoÂ starts with an ominous "Big Sister" who chants "You are beauty, and beauty is perfectionâ€ to an assembly line of girls dolled up in pink dresses and heels,Â each one grabbing a slim doll in a matching outfitÂ from the conveyer belt. Finally, one girl, dressed in overalls and sneakers with messy hair, breaks out of line andÂ smashes the "Big Sister" screenÂ with a hammer.
At that point, the machine spits out what else but theÂ GoldieBlox Zipline Action Figure ($23; amazon.com).
Until now, GoldieBlox has made a name for itself by creating toys that encourage girls to build and invent, like GoldieBlox and The Spinning Machine ($30; amazon.com) and GoldieBlox and The Builder's Survival Kit ($60, amazon.com). The kits come with a booklet full ofÂ the character Goldie's instructionsÂ as well as all the nuts and bolts for putting the project (be it a toy car or a movie machine)Â together. This is the first time girls will get to play withÂ Goldie in 3-D while they build things.
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According to the toymaker's web site, women make up only 14% of engineers worldwide, though, they're working on boosting those numbers. Each project is designed to build girls' spatial skills and confidence in problem solving. (Founder and CEO Debbie Sterling is a Stanford-educated mechanical engineer.)
It's even more exciting that the company seems to be doing well: GoldieBlox is poised to be big competition in the toy aisle this holiday seasonÂ withÂ Goldie andÂ her kitsÂ now available at more than 1,000 retailers, including Toys R Us, reports Time.com.
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