GoldieBlox Takes a Sledgehammer to Hollywood

Only 12% of protagonistsin major Hollywood films are female. In movies across the board – G-rated, family films included – male speaking characters outnumber female speaking charactersthree to one.And although we want to think this is getting better, it’s not: the ratio of male-to-female characters in film hasremained the samefor 60 years.

GoldieBlox, known for their award-winning construction toys and action figures for girls, launched today their new videothat speaks directly to the current conversation surrounding the lack of strong leading female characters in Hollywood blockbusters.Recently fueled by commentary from Jennifer Lawrence, Viola Davis, Kerry Washington, Cate Blanchett and Geena Davis, this is a hot topic.The video features GoldieBlox’s newest action figure, Ruby Rails, as the hero in some of the most iconic action movies of our time – highlighting the fact that women, especially women of color, are underrepresented in these roles.On a list of the top 500 films of all time, ranked by box office success,only 1% of films star women of color.

GoldieBlox believes that girls are capable of anything, and they deserve to see brave, smart, heroic women they can relate to. Our mission is to inspire girls to take the lead — that’s why we created Ruby and Goldie – strong, positive role models who solve tough problems, invent things, and prove that girls should be more than just sidekicks.


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