New GoldieBlox Video Smashes Gender Norms

Have you seen the new GoldieBlox Video? The video aims to tackle sexism in children’s toys particularly those aimed at girls. Have a look yourself: 

Taking inspiration from Orwell and Apple’s famed “1984” commercial the GoldieBlox video features young girls dressed up in pink outfits and high heels lining up to take perfect Barbie-like dolls while a Big Sister on screen drones “You are beauty and beauty is perfection.” over and over.

You might also be interested in the award-winning range of Lottie dolls that are based on a normal 9 year old’s proportions and which showcase a variety of interests including science and technology.

What do you think? Tell us your thoughts below. 

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Jill is one of the co-founders of Mykidstime and a mum of 2 girls