A new company, Goldie Blox, is taking the internet by storm with its new ad campaign marketing their STEM products to girls. With a disproportionately low number of women in STEM fields (making up only 11%), the campaign, with its girl power attitude and video set to Beastie Boys music seems applaudable….on the surface. I heard about the ad campaign from several friends who were claiming the product was a must have for anyone with daughters. I beg to disagree.
I set out to watch the video, excited about the prospect of a campaign to promote more women in STEM fields. As a woman, as a scientist, as a feminist, as a mother, this was something I could get behind. As I watched the ad, my excitement quickly faded and was replaced with, I will just say it, disgust. The ad was nothing more than a well done marketing campaign which managed not to fight stereotypes, but reinforce them.
Let’s look at some of the key points:
Finally! STEM kits for girls! All of the previous products on the market (there are a lot; we own quite a few of them), shouldn’t be played with by girls (heavy sarcasm). Does Goldie Blox believe they have managed to produce the one STEM product that girls can play with, discounting the fact that girls, and boys, can play with anything regardless of color? It isn’t the color of STEM kits that is limiting girls. It is the attitude from society, from consumers, and from….marketers who target ad campaigns for gender specificity.
“You think you know what we want” screams the ad campaign. How could marketers possibly know what girls want? Just wait. The marketers at Goldie Blox want to tell girls what they want…or more importantly, the people spending money on these girls – those important people in a girl’s life who generally hold the most influence over them.
Pink and Pretty is out. I’ll admit, I have never been a fan of the pink and pretty campaign set out by society to limit girls and women. That doesn’t mean that pink and purple, or even pretty, are evil. Telling girls that they shouldn’t like something is just as debilitating as telling them they should like something. It is even possible for a girl to like math, science and pink. Or, on the flip side, for a boy to like pink and purple (which is even less acceptable than a woman in a STEM field).
Setting Girls up for the Future. Goldie Blox claims their goal is to get every girl building and that they are going to “level the playing field.” They then go on to explain that because girls have strong verbal skills, it is necessary to go about getting them interested in math in science in a different way. This leaves me wanting to hit my head against a wall, one which I am fully capable of designing and building myself and then writing about, thank you very much. The company seems to really believe that girls and women are at a disadvantage in the STEM world because they think differently, and therefore lose interest quickly. Despite admitting that “for over a hundred years [building toys have] been considered boys’ toys.” I really don’t understand how they can miss the point. It isn’t that girls aren’t capable of thinking in terms of math and science without special help. It isn’t that colors of products are not appealing. It is the societal presuure on girls to only do what others tell them.
Goldie Blox is selling you something, and it is more than their pastel colored toys (did anyone else catch that after their spiel about girls not liking pink, they sell products that are pastel with a large percentage of pink and lavender?). Goldie Blox is selling consumers pseudo-feminism in the guise of marketing.