GoldieBlox’s #BeLikeHer campaign honours female icons

Children’s multimedia company GoldieBlox has today launched its #BeLikeHer campaign, an online project aiming to empower young girls by highlighting and celebrating female role models in entertainment, politics, STEM and sport.

The firm reports that gender stereotypes can shape children’s interests and career ambitions at a young age. A recent study reports that by the age of six, young girls are less likely than boys to view their own gender as brilliant.

“Kids want to be what they can see,” said Debbie Sterling, Founder and CEO of GoldieBlox. “For me, that person is my grandmother Sterling Sturtevant. She was an Art Director for Disney and Charles Schulz in the 1950s, a time when very few women had senior roles in animation. 

At GoldieBlox, we believe in the importance of role models to set examples for the next generation. We want kids to participate in the celebration of these women, and understand that they have limitless opportunities, which is why we’re thrilled to have some remarkable young girls playing their heroes.”

The video was created by GoldieBlox Co-Founder Beau Lewis and Gold Studios, GoldieBlox’s in-house production team, along with director Mimi Cave. It stars kid YouTube sensations including JillianTubeHD as Princess Leia and Heaven King as Simone Biles.

GoldieBlox’s last campaign video, Fast-Forward Girls, garnered nearly 2 million views. The video featured celebrity cameos from Abby Wambach, Jen Welter and Isis Wenger.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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