A message from our Rainmaker, Lindsey Shepard

Dear friends,

I’m thrilled that so many of you have seen our recent video, but it’s hard to tell the full story in 90-seconds. There’s so much more we want to say.

As parents, the toys that we offer to our children come to represent our family values, whether we like it or not.

When we give our kids crayons and paper, it tells them that creating art is a valuable way to spend their time. A new bike or a pair of cleats says that physical activity and teamwork are important. In the best scenarios, these offerings are varied, and the message is “Hey, try a bunch of stuff! You can do any or all of this. You have options.”

Play matters.

The problem, of course, is that not all girls have the benefit of these options.

Big toy companies have the corner on the market, and they spend a significant amount of money to promote the idea that their toys are best for girls. They can afford to get their products in front of your daughter. They can afford to make sure she wants to play with their toys.

They are making decisions about what is available to your daughter, and these decisions don’t always have her best interests in mind.

We assume that everything is okay, because young girls have been playing with the same toys for decades.

The same girls that think boys have brighter futures than they do.

The same girls that suffer from insecurity, and dissatisfaction with their bodies.

The same girls that receive a new fashion doll every 3 seconds.

It’s impossible to ignore these stats.

It’s impossible to pretend that they exist in a vacuum, that there’s no correlation between them and the fact that our girls are losing confidence in male-dominated fields of study as early as age 8.

At GoldieBlox, we don’t believe that any one statistic or issue is the clear winner in the finger-pointing game. This problem is greater than the sum of its parts. It’s not just the fashion doll we have a problem with; it’s the impossible standards that that doll represents. It’s not the individual princess movie, it’s the constant barrage of princess culture.

It’s the lack of options that keeps us up at night.

Sexism is sneaky; it shows up where we least expect it. Gender equality is a huge issue, and we’re focused on one small facet: your daughter.

Nothing else matters to us.

We believe your daughter deserves a positive role model that she can relate to, one who prefers high-tops to high heels. One who prides herself on engineering her way out of any problem. One who’s not afraid to get messy; she tries new things, and tries again if those things don’t work out. She likes her dog and eating waffles and hanging out with her friends.

Sounds like a kid, right? Right.

We are dedicated to helping young girls see beyond the all-encompassing, sparkly allure of the pink aisle to discover their true potential. We are committed to the idea that girls deserve to have options for play that don’t have negative side effects.

We’re committed to your daughter, no matter what she looks like, no matter what she wants to be when she grows up, no matter what her favorite color is.

We don’t care about those things; we know she’s perfect, just the way she is. We know she has something special inside of her, just waiting to change her world for the better. We want to encourage her to discover that piece of herself. And we honestly believe that Goldie can help.

Our new action figure is a small step, but it’s a step. It will get bigger.

This is just the beginning, I promise. Stick around.

And, hey, if your daughter decides to be an engineer? I’d be pretty stoked.

Girls FTW,



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