Little Girls Defy 'Big Sister' in GoldieBlox's Orwellian Pink Dystopia

Construction Toy Brand Rages Against Girly Fashion Dolls

Published On
Nov 06, 2014

Editor's Pick

GoldieBlox -- the girl's construction toy brand launched by Stanford engineer Debbie Sterling -- is promoting its action figure in an ad that compares fashion dolls to ... well, some evil product of an Orwellian dystopia.

With a nod to Apple's "1984," little girls in sparkly pink are shown picking dolls off a production line while being indoctrinated by "Big Sister" (shown on a series of screens), who tells them "You are beauty ... and beauty is perfection." Until suddenly, one girl, in denim and Converse, leads a rebellion. It's all set to the soundtrack of Metric's "Help I'm Alive." Directed by Megan Griffiths of Society TV with an all-female crew, it's powerful stuff. Barbie should be scared stiff.