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| GoldieBlox's Marketing Angle, the "Pink" Elephant in the Room? |
Don't get me wrong, while I have no objection to offering girls a wide array of toys to choose from I do object to this ad and here is why:
Isn't it ironic that while this company, Goldie Blox, puts forward an appearance of trying to break down stereotypes it is actually enforcing and perpetuating them?
You see I want my daughter to grow up learning that people are not defined by their colour or the colour(s) they like. My daughter loves pink. She also loves frills and lace - this became apparent when she was a mere six months old. She was immediately drawn to the lace and frills of a christening gown and the texture too. Yes, I buy her pink. For her third birthday that is what she wanted "pink". If she loved purple or blue I would buy her those colours too.
You see I want my daughter to grow up learning that people are not defined by their colour or the colour(s) they like. My daughter loves pink. She also loves frills and lace - this became apparent when she was a mere six months old. She was immediately drawn to the lace and frills of a christening gown and the texture too. Yes, I buy her pink. For her third birthday that is what she wanted "pink". If she loved purple or blue I would buy her those colours too.
My daughter is also very much drawn to sparkly things like pretend tiara jewels. Aha! A princess you may be thinking.
When I ask her why she likes the sparkles and jewels so much - she tells me in her three year old matter of fact way, "because mommy they twinkle like the stars in the sky like the star angels watching over us from heaven".
I will teach my daughter that pink is ONLY a colour and that crowns are make believe. You see unlike this advertisement, I want my little girl to know that she can do ANYTHING she puts her mind to (even if her favourite colour happens to be pink!).
She can still be a scientist, an engineer, a mathematician, or a pilot, or even a truck driver. A week ago at the medical clinic the attending doctor wore a pink stethoscope around her neck. My daughter exclaimed, "That's just like mine Mama!" While shopping at Work Wear World the other day what could be seen amidst their construction wear section? A pink hard hat!
So folks, don't misjudge my pink princess. This little girl will be right out there with the rest of them in our farm field decked out in her pink tutu with her pink cozy jacket, and her pink puppy digging up worms for her "collection" and catching frogs and grasshoppers long after her "pinks"' have turned muddy brown!
What saddens me is the disservice this ad does to innocent childhood while scarily putting our "pink girls" at risk to possible taunting, teasing, and targeting by others so easily influenced - others who only see "pink" and "princess", and nothing beyond. All of this just because of a colour? Come on, we know different - really!
All of this is not because of a product which empowers girls, rather all of this is because of a company's marketing ploy - aimed to attract a niche market while having it both ways.
The bottom line: I want my daughter to grow up knowing that it is about who she is and not "her" colour that matters.
When I ask her why she likes the sparkles and jewels so much - she tells me in her three year old matter of fact way, "because mommy they twinkle like the stars in the sky like the star angels watching over us from heaven".
I will teach my daughter that pink is ONLY a colour and that crowns are make believe. You see unlike this advertisement, I want my little girl to know that she can do ANYTHING she puts her mind to (even if her favourite colour happens to be pink!).
She can still be a scientist, an engineer, a mathematician, or a pilot, or even a truck driver. A week ago at the medical clinic the attending doctor wore a pink stethoscope around her neck. My daughter exclaimed, "That's just like mine Mama!" While shopping at Work Wear World the other day what could be seen amidst their construction wear section? A pink hard hat!
So folks, don't misjudge my pink princess. This little girl will be right out there with the rest of them in our farm field decked out in her pink tutu with her pink cozy jacket, and her pink puppy digging up worms for her "collection" and catching frogs and grasshoppers long after her "pinks"' have turned muddy brown!
What saddens me is the disservice this ad does to innocent childhood while scarily putting our "pink girls" at risk to possible taunting, teasing, and targeting by others so easily influenced - others who only see "pink" and "princess", and nothing beyond. All of this just because of a colour? Come on, we know different - really!
All of this is not because of a product which empowers girls, rather all of this is because of a company's marketing ploy - aimed to attract a niche market while having it both ways.
The bottom line: I want my daughter to grow up knowing that it is about who she is and not "her" colour that matters.
Next will it be tutus and unicorns shunned for product profit? Or perhaps a company called Little Boy Pink - aimed at steering boys away from the colour blue under the guise of diversifying play experience?
Note to GoldieBlox:
Do not underestimate the power of imagination (in response to lyrics "And we would like to use our brains".) Opportunities for play are abundant and are hardly dependant on manufactured pre-arranged toys, no matter what aisle they reside.
And lastly GoldieBlox: Do not underestimate girls who like and want pink!
And lastly GoldieBlox: Do not underestimate girls who like and want pink!
(in response to lyric: "Don't underestimate girls" )
Here is a link to the original ad. Apparently the company never received permission from the Beastie Boys to use their song so it has now been removed (and lyrics) from the ad.
This week's quote:
"Be yourself; everyone else is already taken.”
~ Oscar Wilde
~ Oscar Wilde
Image courtesy of Grant Cochrane/ FreeDigitalPhotos.net
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