[WATCH] A toy company redefines girl toys with TVC win

In a new TVC by an equally new toy company, GoldieBox throws the ‘pink mentality’ into the gauntlet and shows the world there are alternative choices for girls aside from dolls and princesses.The 2:06 minutes short clip features three girls around the age of 10, sitting idled and bored watching a commercial of girls in pink dresses and tiaras on an old tube. Their un-amused and confused expression spin off to a plastic toy set that mimics an old vinyl record player, cueing up the Beastie Boys “Girls,” which hone lyrics that pack a punch.Moving on, the three girls sets off a chain reaction of toys strategically placed to move and push forth a following set of events that trails from the living room to the kitchen all the way to the garage, in what falls like a domino effect.http://youtu.be/UFpe3Up9T_gGoldieBox, originally a Kickstarter project, is a toy company that focuses on developing toys that spark innovation and challenge the preconceived notion that girls are only or should only be interested to play with pink and pretty. The toys developed under the brand aims to “disrupt the pink aisle and inspire the future generation of female engineers.”Debbie Sterling, CEO and inventor of GoldieBox is a mechanical engineer and product designer. She formed the business module when she realised that there were few women in the engineering field, holding early development construction toys being “boys focused” responsible for the minimal advancement of females in the career.The girls that played the roles of the inventors are Sabrina, Reese and Raven with lyrics performed by Raven. Beau Lewis is responsible for creative direction while machine creative directions was organised by Brett Doar. This production was in-house by Goldiebox Inc.GoldieBox is also promoted via its microsite that allows young inventors to share their innovative ideas and stories.