It’s Time to Change: Goldie Blox



Until I started to take the course of ‘Studies in Popular Culture,’ I did not realize that how gender inequality affects us, how media uses the certain stereotypes and how we, human beings, women or men internalize these stereotypes and roles into their daily lives. However the most frightening and worrying part of the course for me was about the children’ gender inequality and toys companies’ messages to children about their sexes and genders.

In her article ‘What’s Wrong With Cinderella?” Peggy Orenstein talks about how the idea of princess and this concept of toys surround the girls, make them to internalize their gender differences and do not give the permission to children to give their choices. At that point, there is a trick giving a feeling that actually girls’ choices determine the toy companies’ productions, and this is what girls want! However, in the article Orenstein disproof this statement and claims that especially after 80’s, toys companies’ product profiles changed -before that time legos for both boys and girls, the ‘girly toys’ were not sexualized- and there are gender theories claim that that children do not realize what are their sexes until they are about 6 or 7 and they think that they can choose between ‘be either a mommy or a daddy.’

I have not enough knowledge to state that there is not nature, but nurture on gender choices, but I am a human being, a woman, and a ‘potential mother’ who think that this is unfair to enforce little children to limit their imagination and construct their sexual identities whether pink or blue.

However, a new toy company made me hopeful again about this issue. It’s name is Goldie Box.Goldie Box is a new toy company that intends to make toys to get girls building and engineering skills.

In their web-site they are talking about the segregation between boy and girl toys and how boy toys lead them to science, technology, engineering and math, while girl toys make to lose girls interests in these subjects. They explain their aim with these sentences:


By designing a construction toy from the female perspective, we aim to disrupt the pink aisle and inspire the future generation of female engineers.

We believe there are a million girls out there who are engineers. They just might not know it yet. We think GoldieBlox can show them the way.


This is their web-site:


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