The Commodification of Girls

So, everybody’s heard about the legal drama going on between toy company GoldieBlox and the Beastie Boys, yeah? In case you haven’t, here’s a quick synopsis. GoldieBlox took a misogynistic Beastie Boys song, changed the lyrics to something that was less soul-crushing, then used the modified version as the musical track for a commercial. In the commercial, some guy named Brett Doar had built a super-sophisticated Rube Goldberg machine out of pink toys and cute little girls ran around in front of it while wearing safety goggles. While I am definitely in favor of encouraging kids of all genders to play with whatever toys they want, there is no mistaking the fact that this is a clear and obvious commercial meant to sell a product: some purple, teal, and yellow science toys because I guess GoldieBlox wants to make sure that they are identifiable as “girl toys” without making them pink because… uh… GoldieBlox has an issue with the color pink itself, not what it stands for in terms of gender segregating children’s toys? I’m not really seeing the sense in being like, “Hey girls! You can play with toys that aren’t pink! Here’s some purple ones too!” Whatever.

So the Beastie Boys had their lawyer send a letter to GoldieBlox essentially saying that they did not grant permission for their music to be used for a commercial purpose and, you know, knock it off I guess. Naturally, GoldieBlox decided to respond to this reasonable request by filing a lawsuit. Terrific.

Somehow, this has people pissed off at the Beastie Boys. This is not something I can get behind. I agree that the message behind the original song was gross. And, this part is worth noting: so do the Beastie Boys. They have made an explicit point of apologizing for their sexist and homophobic lyrics and have dedicated time in the spotlight to talk about important social issues like protecting women from sexual assault at concerts and music festivals:

The feminist goodness starts at 3:00.
If you wanna watch that fuckin’ GoldieBlox video you’re gonna have to Google it I guess because I have no interest in posting it here.

The Beastie Boys have been outspoken advocates for marginalized people for a long time now. While they certainly have made missteps in the past, they’re essentially every activist’s dream: people who saw the error in their ways and made a point to do better and be better. If we want to get people to change their minds about the things that matter to us, we need to stop being so shitty to them long after they’ve crossed over to our side. What is the point of continually rubbing their noses in past mistakes that they have already distanced themselves from and sincerely apologized for? Even though the lyrics are screwed up, GoldieBlox had no right to take music that someone else had created and use it to sell a product. Being mad about some problematic attitudes someone expressed in their creative work does not give anyone the right to steal that work and use it for their own financial gain.

And let’s talk about what’s GoldieBlox is actually selling for a minute. Like I said earlier, I want all kids to grow up feeling like they can play with whatever toys they want and pursue whatever they’re interested in without getting hung up on gender. I also believe that marketing has a powerful influence on the gender socialization of children. But girls always have, and always will, play with “boy toys”. I don’t know if I know any women who didn’t play with blocks and Legos and K’nex and Tinker Toys when they were children, even though toy companies didn’t start making purple ones until pretty recently. I agree that advertising for kids should be more gender-inclusive and encouraging, but can’t that be accomplished by putting more girls in the commercials and on the boxes without making a huge fuss about it? And without mocking the kinds of make-believe play that lots of children love? If the only reason why girls want to play with dolls and tea sets is social conditioning, then why do so many boys want to do it too, even when it means parental freakouts? I definitely think it’s a problem if we are sending girls the message that they should only play with toys like dolls or tea sets, but there is nothing wrong with kids engaging with those kinds of toys some of the time.

This circles back to an ongoing annoyance of mine. I’ve heard a lot of feminists talking endlessly about how we have to get more women into STEM (science, technology, engineering, & math) careers because they’re challenging and they pay well and they’ve been kind of a guy party for a long time. I am fully supportive of removing any and every gender-based barrier from the path of anyone who wants to pursue a STEM career. However, I’m uncomfortable with the insistence/ “strong encouragement” that more women and girls have to pursue those careers, because I don’t like the insinuation that the gender pay gap has anything to do with women choosing “less valuable” or “less important” occupations. Fields that are typically dominated by women, like social services and care giving, yield terrible compensation because they are dominated by women. Society has devalued these essential services but that does not mean that they are any less crucial. It doesn’t mean that they are unskilled or easy. There are important things in the world that have nothing to do with math, science, or sales. When we start acting like it (and quit cutting funding for programs that benefit children, the poor, the elderly, and really everyone if you look at the big picture) then maybe we will start to see men moving into “women’s jobs” and women will have an easier time entering “men’s jobs” without the hostility they face right now.

In the meantime, maybe GoldieBlox can stop exploiting our discomfort with the gender segregated labor force (and the Beastie Boys’ creative property) for their own financial gain. The dreams of girls are not commodities.

UPDATE on 11/27/13: After posting this last night, I watched an interview with the GoldieBlox CEO, who claims that her products are the result of “research” into the ways that girls and boys play that yielded findings indicating that girls are more interested in stories and reading than in building. This is the same bullshit that Lego fed us when they came out with their Lego Friends line, also known as “easy Legos for girls that come in a purple box”. This is gender essentialism in feminist clothing. To make things worse, apparently the “stories” from the GoldieBlox build along sets involve shit like helping princesses build parade floats to compete in beauty pageants. Way to go, GoldieBlox, please continue to do whatever you can to advance the narrative that you can be a princess or you can be a smart girl, but you can’t be both. While you’re at it, make sure you’re letting little girls know that beauty is a competition and that pageants are acceptable and worthwhile rather than toxic and degrading. Fuck off, GoldieBlox.

Also, to clarify, I don’t mean to sound dismissive of the fact that women who do want to be in STEM careers are being excluded and pushed out. However, I think this has a lot to do with discrimination, discouragement in higher education, and workplaces that are hostile to women. GoldieBlox toys address none of those issues. By making a case about girls playing with the wrong toys, GoldieBlox’s advertising sends the message that the exclusion of women in STEM is somehow their own fault, and that if they just loved it more they could knuckle down and tough it out while they wait for more women to join their ranks. For more information about how we can address gender representation issues in STEM at an institutional level rather than an individualist level, check out this article by Erin Cadwalader and Janet Bandows Koster of the Association for Women in Science. Fun fact: none of the suggestions involve encouraging parents to buy more shit for their kids.


2 comments on “The Commodification of Girls

  1. hh says:

    The purple, teal, yellow colours bother me most about GoldieBlox. It’s still enforcing the idea that blue and grey are ‘boy’ colours and girls will only play with ‘smart’ toys if they’re pretty colours. It also, sadly, sends the message that GoldieBlox are NOT for little boys at all, even if they are into engineering and building things as well.

    Not really the message I want a little girl to be receiving.

    • Yeah, I think it also sort of misses the point that what color a toy is bears very little relationship to whether or not a child will enjoy playing with it. I’ve read a lot of Amazon reviews saying that their kids played with a GoldieBlox kit for 15-30 min. before getting bored and never touching it again. It also really reinforces the idea that gender neutral toys are actually “boy” toys and girls still have to live in their little girl boxes.

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