GoldieBlox creates new action figure doll, “Goldie”

November 13th, 2014




Many believe Barbie and knockoff brands such as Bratz and Monster High represent exaggerated versions of women. GoldieBlox, a toy manufacturing company, recently released an action figure named “Goldie” to challenge the values of Barbie, inspiring girls to be themselves.


GoldieBlox is a company founded by Stanford University engineering graduate Deborah Sterling. Sterling came up with the idea to launch a line of action figures countering the perfections of Barbie dolls. According to ABC News, the $24.99 action figure “Goldie” wears overalls and comes with a set of engineering tools for girls to play with.


The action figure comes with these tools in hopes of encouraging young girls to develop their problem-solving skills while having fun at the same time.


This idea of “engineering play scenarios” was inspired by Sterling’s own engineering background. Sterling believes “Goldie” can be the newest role model for young girls.


The hype for “Goldie” began with a 2014 Super Bowl commercial featuring a line of girls in pink dresses and heels. One girl breaks the mold and smashes a computer that sends the repeated message, “You are beauty. Beauty is perfection.” The girl that breaks the computer is the real life representation of “Goldie,” who wears overalls and red sneakers unlike the other girls.


Some John Carroll University students believe that “Goldie” dolls will help empower young girls.


Freshman Jake Dwierza said, “I think that it is a great step in the right direction for companies to show that girls do not have to be a plastic figure and can be both smart and beautiful.”


Sophomore Keyshla Mercado agreed saying, “It’s a great way to show something different and to show women that they can be successful in our society.”


The GoldieBlox action figure is now available to purchase on the GoldieBlox website. “Goldie” is intended to steer girls away from the “pink toy store aisles” and to look for role models elsewhere. These action figures promote a realistic image of women who are both beautiful and intelligent.


Editor’s Note: Information from ABC News and Forbes was used in this article.