First STEM, now the movie industry: engineering toy company GoldieBlox is knocking down society’s gender biased-stereotypes one by one. The company’s latest ad places their newest action figure, Ruby Rails, in a variety of box-office hits starring men. Set to the tune “I Need a Hero” (and we really hope GoldieBlox got permission this time to use the music), Ruby becomes Jack Sparrow, James Bond, Rocky, a gladiator, and other popular male heroes. The amusing and clever vignettes are interspersed with sobering stats regarding the gender disparity in films — for example, only 12% of lead characters in films are women, and men get twice as much screen time as women.
Although we thought Goldie, the company’s first action figure, was pretty awesome and loved that she helped kids learn how to build a zip line, we’re over the moon that Ruby Rails brings some much needed diversity to the action figure realm. Even Ruby’s name is a genius nod to the computer coding and programming language “Ruby on Rails.” This Ruby comes with her own mini-laptop and a working parachute for kids to assemble using engineering basics. Kids learn so much through pretend play. Hopefully, breaking through stereotypes and understanding the importance of butt-kicking female role models are among their lessons.