Monday, December 9, 2013

When Girl-Power Marketing Accidentally Does the Opposite

I have long believed I am a psychologist or sociologist trapped in a PR gal's body. Or perhaps it's just that I was drawn to a career in marketing comms because I am so fascinated by how marketing can make people believe and even do things they may not have believed or done otherwise. Behavioral psychology. And maybe that's also why since college I have had a thing about gender-based targeting.

Check out my latest post at, where I (probably not very popularly) discuss what I see as an big miss (though in fairness I think it was inadvertent) by a toy brand trying to debunk the myth that only boys should like engineering. I just don't like the approach this particular brand *coughGoldieBloxcough* took.

Do you agree? Disagree? Tell me about it.


Mindee Forman said...
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Mindee Forman said...

Hi Liz,

Thanks for the thoughts. My take on the GoldieBlox message was more disgust with the fact that the pink princess-y type toys were the ONLY options currently being marketed to girls. I don't think they see anything wrong with those toys per se, but the girly-girl is not the only type of girl and there should be other options for other types. Just a bit of a different angle.

Hope you're well!