Who says all girls have to wear pink and be princesses?

That's the question GoldieBlox is asking with their new ad, which declares war on the "pink aisle" of toys targeted at girls. Now the company has launched their very own action figure, a toy that comes with its own construction kit and zipline.

The new toy's goal is getting girls interested more in engineering than beauty.

GoldieBlox challenges traditional girls' toys in its new ad by challenging the message that "beauty is perfection." In the ad, which resembles the old Apple Orwellian commercials, girls dressed in pink and sequins stand in line and grab identical dolls, also dressed in pink and sequins. Eventually, however, the girls in the ad rebel and smash their dolls to pieces. This reveals the new GoldieBlox action figure.

The company is fighting to "disrupt the pink aisle" by introducing toys that teach girls engineering. Stating that many boys' toys already do this, it's a rarer concept for toys made specifically for girls.

"At GoldieBlox, our goal is to get girls building," says the company's official website. "We're here to help level the playing field in every sense of the phrase. By tapping into girls' strong verbal skills, our story + construction set bolsters confidence in spatial skills while giving young inventors the tools they need to build and create amazing things."

Earlier this year, GoldieBlox won the "Small Business Big Game" contest sponsored by Intuit and received a free ad during the Super Bowl. That ad, set to the Beasties Boys' song "Girls" went viral, but strummed up controversy with the band for the use of the song. However, the company received a lot of attention for its novel ideas. A previous ad showed girls building a Rube Goldberg machine out of pink toys. That ad also went viral.

GoldieBlox started out as a successful Kickstarter campaign, but eventually expanded sales to retail outlets such as Target and Toys R Us.

This year brings a new ad and a new toy. The doll is now available on the GoldieBlox website for $24.99 and includes a construction kit for creating a zipline that Goldie can soar down.

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

[Photo Credit: GoldieBlox]

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