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Challenge the gender stereotypes

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An ad for Goldieblox, a start-up toy company that sells games and books to encourage girls to become engineers, has been viewed more than 6.4 million times on YouTube.

The brilliant parody makes the point that girls should be encouraged to have aspirations beyond being princesses or homemakers.

Challenging gender stereotypes was a key part of ELLE’s Rebranding Feminism campaign, so we're excited to see that we’re not the only ones trying to send an important message in a creative way.

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Equalities minister Jo Swinson agrees. ‘We shouldn't be limiting young girls’ aspirations, and too many manufacturers and retailers offer up the same uninspiring ranges based on lazy assumptions. That's why it’s brilliant to see companies like Goldie Blox and campaigns such as Let Toys be Toys and Pink Stinks encouraging children, and their parents to look beyond these messages.’
‘We know that teenage girls are far less likely than teenage boys to even consider a career in engineering. We need to be challenging perceptions and showing girls that any career path is accessible to them, helping them to have the broadest possible aspirations.’
‘We all have a part to play here, whether as parents and relatives, teachers, employers or Government Ministers! We can all be role models to help young girls raise their aspirations. It is important to show our daughters that a career in science and engineering isn’t just for men, and highlight the fantastic women doing excellent work in the sector.’

We couldn't have put it better ourselves.

And the revamped version of the Beastie Boys song Girls playing in the background is a brilliant extra touch.

Tell us what you think of the film @ELLEuk #ELLEfeminism

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