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WATCH: New GoldieBlox Ad is the Smartest Thing You’ll See All Day

1 minute read

Correction appended, April 8.

GoldieBlox, the engineering toy for girls, has smart new ad and it’s the best one yet.

Reasons this ad is amazing:

1) It’s an old-school allegory for style over substance: an innocent young egg gets all dolled up for what she thinks will be a straightforward path to happiness, but then the path ENDS (because beauty fades!) and she gets caught up in a whirlwind of awesomeness and ends up learning she’s more than just a shell, all in under 90 seconds. Tightest screenplay ever.

2) It explicitly connects princessy beauty obsession with girls’ waning interest in STEM, and links that to lower wages as adults (since female engineers make 33% more than women in other fields.)

3) The egg turns the whole “girls are fragile” thing on its head. Plus, it’s Easter-themed!

MORE: The War on Pink: GoldieBlox Toys Ignite Debate Over What’s Good for Girls

Correction: The original version of this story misstated the wage discrepancy between female engineers and women working in other fields. Female engineers make 33% more than other women.


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Write to Charlotte Alter at charlotte.alter@time.com