GoldieBlox Princess Machine

GoldieBlox, a toy company out to show the world that girls deserve more choices than dolls and princesses, has produced “Goldieblox Princess Machine”, a commercial featuring a Rube Goldberg machine with a difference. Goldieblox believe that femininity is strong and girls will build the future — literally. The toy company’s founder, Debbie Sterling, is a Stanford engineer who decided last year that girls need more choices than the pink aisle has to offer. She developed GoldieBlox, an interactive book series + construction set starring Goldie, the kid inventor who loves to build. This year, they wondered what they could do to showcase the amazing inventive power that girls have. Goldieblox recruited three young girls, Sabrina, Reese and Raven, and that guy who made OK Go’s famous Rube Goldberg machine (This Too Shall Pass) to turn an average home into a massive, magical contraption, set to a re-write of the Beastie Boys track “Girls”.

Goldieblox Princess Machine Girls

GoldieBlox Princess Machine Credits

The Goldieblox Princess Machine concept was developed in-house at Goldieblox by CEO Debbie Sterling and creative director Beau Lewis, with Machine creative director Brett Doar at Applied Chaotics.

Filming was shot by director Sean Pecknold via The Academy with co-director Zia Mohajerjasbi, executive producer Harry Calbom, production designer Jason Puccinelli, line producer Mark Campbell, production supervisor Sarah Archuleta, steadicam operator Ari Robbins, 1st ACT Canh Nguyen, gaffer Osha Mattei, key grip Michael Moeller, swing Bobby Bradshaw, prop master Eric Lathrop, art intern Chris Hannemann, stylist Alina Harden, location manager John Schaunessy. Animation was by Ed Skudder, Lynn Wang and Mike Holm.

Editor was James Lipetzky at Foundation Content with assistant editor Jesse Richard and producer Stacy Paris.

Music, performed by Raven, was produced at Pico Sound.


You think you know what we want, girls.
Pink and pretty it’s girls.
Just like the 50’s it’s girls.

You like to buy us pink toys
and everything else is for boys
and you can always get us dolls
and we’ll grow up like them… false.

It’s time to change.
We deserve to see a range.
‘Cause all our toys look just the same
and we would like to use our brains.

We are all more than princess maids.

Girls to build the spaceship,
Girls to code the new app,
Girls to grow up knowing
they can engineer that.

That’s all we really need is Girls.
To bring us up to speed it’s Girls.
Our opportunity is Girls.
Don’t underestimate Girls.