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GoldieBlox latest video shows 'your brain on princesses'

GoldieBlox is aiming once again to beat a path out of the princess toy aisle and get more girls building, innovating, and thinking about futures in science and math. 

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GoldieBlox
A screenshot from the 'This is Your Brain on Engineering' video from toymaker GoldieBlox.

GoldieBlox, the toy company focused on getting more girls to build and grow as engineers, has released another video taking a jab at the princess toys targeted at young girls. 

In a hat-tip to the classic 1980s public service announcement that warned kids "this is your brain on drugs" as an egg (the brain) fried in a pan, GoldieBlox aims to show girls "this is your brain on princesses" as a plain white egg gets a makeover and hair extensions before heading down a conveyor belt (made of GoldieBlox components) to its fate.

While a squashed egg seems soon to follow, a more inspiring ending awaits, but we won't give the spoiler here, you can find the video below.

Along its way, the egg passes hand-written signs with stats to help bolster the case to get more girls interested in science and math and into career paths such as engineering. Here are a few of the stats and their sources:  

  • "At age 7, girls start to lose confidence in math and science" –The Girl Scouts' report
  • "At age 13, over half of girls are unhappy with their bodies" – The American Psychiatric Association's task force on sexualization 
  • "Engineering jobs are growing faster than all other jobs in the US" – Congress' Joint Economic Committee's findings 
  • "Female engineers earn 33% more than women in other fields" – Congress' Joint Economic Committee's findings

In a statement from GoldieBlox, which is targeting parents filling Easter baskets, the company hopes parents "fill baskets this year with tools for innovation and creativity, reminding girls that they’re more than just princesses."

The statement also mentions that the video "hints at fun and complex new pieces planned for the GoldieBlox collection this year," which could point to solid growth for the company, which earned its seed funding through a Kickstarter campaign in 2012.

When asking about partnerships with schools and youth centers to get the toys into the hands of those who might not get Easter baskets, representatives from GoldieBlox assure that partnerships are a priority area for the company as it grows.

That is good news for future female engineers and their parents hoping to find an assortment of toys for girls that don't include a castle or an all-pink wardrobe.

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