Goldie Blox: Enabling Stereotypes in the Name of Marketing

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.

 

Undistorted

Welcome to the October 2012 Carnival of Natural Parenting: Instilling a Healthy Self-Image

This post was written for inclusion in the monthly Carnival of Natural Parenting hosted by Hobo Mama and Code Name: Mama. This month our participants have shared confessions, wisdom, and goals for helping children love who they are. Please read to the end to find a list of links to the other carnival participants.

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what are you looking atI look in the mirror, with all its fun house grotesqueness. The image I see is distorted, pulled and changed until it no longer resembles that which it reflects. Damaged until the distortion can never resolve.

Too fat. Too skinny. Too dark. Too light. Too smart. Too stupid. Too freckled. Too anything except what someone else wanted me to be. Too damaged to be who I wanted to be. Who I was before the inevitable they got their hands on me. Who I was before I knew their language, before I knew to say I was not good enough, back when I trusted that the ones I loved would support me and help me, back when I was first born.

Instead, I tried to mold myself as I grew. Not to mold myself to what they said I should be but to mold myself to the person I knew deep down I was. Until I reached the point that the distorted image was too damaged, pulled too far away to ever go back to the way it was. So I continued on, knowing who I was but never seeing myself as others did outside of that horrible fun house mirror, blinded by the view that I had so long believed.

Then my body changed. It grew. Its new found roundness offered me a second chance, bringing forth life that was free from the distorted view. They did not see me as distorted or grotesque. They sought only the beauty, the love, the support that I could give them.

As I stood in front of my distorted mirror, the little lives I knew began to come see. I looked down to  their reflections, beautiful in their innocence. Glowing in their radiance.

And so I didn’t voice the thoughts that ran through my mind. That I was too anything but what I should be. Those little eyes looked so much like mine. My real eyes and not the distorted ones in the mirror. Those hands that reached up to hold my older version of theirs. Their trust unwavering, undistorted by harsh words of what they should be.

And so I heal through them. I look at their unwavering beauty and goodness, inside and out. I want them to never know what I see when I look in the mirror. I want them to laugh and love, secure in the people they are, undistorted.

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Carnival of Natural Parenting -- Hobo Mama and Code Name: MamaVisit Hobo Mama and Code Name: Mama to find out how you can participate in the next Carnival of Natural Parenting!

Please take time to read the submissions by the other carnival participants:

(This list will be updated by afternoon October 9 with all the carnival links.)

  • Why I Walk Around Naked — Meegs at A New Day talks about how she embraces her own body so that her daughter might embrace hers.
  • What I Am Is Not Who I Am — Jennifer at Hybrid Rasta Mama discusses her views on the importance of modeling WHO she is for her daughter and not WHAT she sees in the mirror.
  • Carnival of Natural Parenting: Verbs vs. Adjectives — Alisha at Cinnamon & Sassafras tries hard to compliment what her son does, not who he is.
  • The Naked Family — Sam at Love Parenting talks about how nudity and bodily functions are approached in her home.
  • How She’ll See Herself — Rosemary at Rosmarinus Officinalis discusses some of the challenges of raising a daughter in our culture and how she’s hoping to overcome them.
  • Self Esteem and all it’s pretty analogies — Musings from Laura at Pug in the Kitchen on what she learned about self-esteem in her own life and how it applies to her parenting.
  • Beautiful — Tree at Mom Grooves writes about giving her daughter the wisdom to appreciate her body and how trying to be a role model taught Tree how to appreciate her own.
  • Do As I Say, Not As I Do: Nurturing A Healthy Body Image — Christy at Eco Journey in the Burbs is changing perceptions about her body so that she may model living life with a positive, healthy body image for her three young daughters.
  • Some{BODY} to LoveKate Wicker has faced her own inner demons when it comes to a poor body image and even a clinical eating disorder, and now she wants to help her daughters to be strong in a world that constantly puts girls at risk for losing their true selves. This is Kate’s love letter to her daughters reminding them to not only accept their bodies but to accept themselves as well in every changing season of life.
  • They Make Creams For That, You Know — Destany at They Are All of Me writes about celebrating her natural beauty traits, especially the ones she passed onto her children.
  • New Shoes for Mama — Kellie of Our Mindful Life, guest posting at Natural Parents Network, is getting some new shoes, even though she is all grown up…
  • Raising boys with bodily integrity — Lauren at Hobo Mama wants her boys to understand their own bodily autonomy — so they’ll respect their own and others’.
  • Sowing seeds of self-love in our children — After struggling to love herself despite growing up in a loving family, Shonnie at Heart-Led Parenting has suggestions for parents who truly want to nurture their children’s self-esteem.
  • Subtle Ways to Build a Healthy Self-Image — Emily at S.A.H.M i AM discusses the little things she and her husband do every day to help their daughter cultivate a healthy self-image.
  • On Barbie and Baby Bikinis: The Sexualization of Young Girls — Justine at The Lone Home Ranger finds it difficult to keep out the influx of messages aimed at her young daughters that being sexy is important.
  • Undistorted — Focusing on the beauty and goodness that her children hold, Mandy at Living Peacefully with Children watches them grow, loved and undistorted.
  • Off The Hook — Arpita at Up, Down and Natural sheds light on the journey of infertility, and how the inability to get pregnant and stay pregnant takes a toll on self image…only if you let it. And that sometimes, it feels fantastic to just let yourself off the hook.
  • Going Beyond Being An Example — Becky at Old New Legacy discusses three suggestions on instilling healthy body image: positivity, family dinners, and productivity.
  • Raising a Confident Kid — aNonymous at Radical Ramblings describes the ways she’s trying to raise a confident daughter and to instil a healthy attitude to appearance and self-image.
  • Instilling a Healthy Self Image — Laura at This Mama’s Madness hopes to promote a healthy self-image in her kids by treating herself and others with respect, honesty, and grace.
  • Stories of our Uniqueness — Casey at Sesame Seed Designs looks for a connection to the past and celebrates the stories our bodies can tell about the present.
  • Helping My Boy Build a Healthy Body Image — Lyndsay at ourfeminist{play}school offers readers a collection of tips and activities that she uses in her journey to helping her 3-year-old son shape a healthy body image.
  • Eat with Joy and Thankfulness: A Letter to my Daughters about Food — Megan at The Boho Mama writes a letter to her daughters about body image and healthy attitudes towards food.
  • Helping Our Children Have Healthy Body Images — Deb Chitwood at Living Montessori Now shares information about body image, and her now-adult daughter tells how she kept a healthy body image through years of ballet and competitive figure skating.
  • Namaste — Kat at Loving {Almost} Every Moment shares how at barely 6 years old, her daughter has begun to say, “I’m not beautiful.” And while it’s hard to listen to, she also sees it as a sign her daughter is building her self-image in a grassroots kind of way.
  • 3 Activities to Help Instill a Healthy Self-Image in Your Child — Explore the changing ideals of beauty, create positive affirmations, and design a self-image awareness collage. Dionna at Code Name: Mama shares these 3 ideas + a pretty affirmation graphic you can print and slip in your child’s lunchbox.
  • Beautiful, Inside and Out — It took a case of adult-onset acne for Kat of MomeeeZen to find out her parenting efforts have resulted in a daughter that is truly beautiful, inside and out.
  • Mirroring Positive Self Image for Toddlers — Shannon at GrowingSlower reflects on encouraging positive self image in even the youngest members of the family.
  • How I hope to instill a healthy body image in my two girls — Raising daughters with healthy body image in today’s society is no small task, but Xela at The Happy Hippie Homemaker shares how choosing our words carefully and being an example can help our children learn to love their bodies.
  • Self Image has to Come from WithinMomma Jorje shares all of the little things she does to encourage healthy attitudes in her children, but realizes she can’t give them their self images.
  • Protecting the Gift — JW from True Confessions of a Real Mommy wants you to stop thinking you need to boost your child up: they think they are wonderful all on their own.
  • Learning to Love Myself, for my Daughter — Michelle at Ramblings of Mitzy addresses her own poor self-image.
  • Nurturing An Innate Sense of Self — Marisa at Deliberate Parenting shares her efforts to preserve the confidence and healthy sense of self they were born with.
  • Don’t You Love Me, Mommy?: Instilling Self-Esteem in Young Children After New Siblings Arrive — Jade at Seeing Through Jade Glass But Dimly hopes that her daughter will learn to value herself as an individual rather than just Momma’s baby
  • Exercising is FUN — Amy W. at Me, Mothering, and Making it All Work talks about modeling for her children that exercising is FUN and good for body and soul.
  • Poor Little Chicken — Kenna at A Million Tiny Things gets her feathers ruffled over her daughter’s clothing anxiety.
  • Loving the skin she’s in — Mama Pie at Downside Up and Outside In struggles with her little berry’s choice not to celebrate herself and her heritage.
  • Perfect the Way I Am — Erika at Cinco de Mommy struggles — along with her seven-year-old daughter — at telling herself she’s perfect just the way she is.

A Matter of Choice

An Afghan woman and child in Parwan Province, Afghanistan. Photo by Sgt. Sean A. Terry, USA

A couple of years ago, I had a conversation with my children about women covering themselves, after we saw a woman who wore a head covering. My then 5 year old daughter wanted to know why the woman’s head was covered, and we discussed the fact that some religions require women to cover their heads or bodies so that others do not see them. The next question to follow was whether or not the woman had chosen to cover her head or whether someone had made her do it.

This brought about a very insightful discussion about women’s rights, and human rights in general. Some women choose to cover themselves based on their beliefs. Others are forced to cover themselves or suffer persecution.The distinction between the two – freedom and oppression – is clear; it’s a simple matter of choice.

The choice to cover oneself, including covering when breastfeeding, is a personal choice. Women who choose to cover do so out of personal preference based on their beliefs. To tell tell others that they should cover themselves is an attempt at oppression, whether the cover is meant for the woman’s head or her child’s.

Previously posted on Living Peacefully with Children and Nursing Freedom.