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GoldieBlox, toy company focused on getting girls into science, wins free Super Bowl ad

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A scene from the brilliant GoldieBlox commercial that riffs on the Beastie Boys song
A scene from the brilliant GoldieBlox commercial that riffs on the Beastie Boys song "Girls." - (YouTube)

You may not know GoldieBlox by name. But the toy company made headlines a few months ago when it completely revamped the classic Beastie Boys song "Girls" to suit its laser focus on getting more girls interested in science.

The lyrics to the original song — which is extremely catchy, despite being completely sexist — are less than empowering. Take a look:

"Girls - to do the dishes
Girls - to clean up my room
Girls - to do the laundry
Girls - and in the bathroom
Girls - that's all I really want is girls
Two at a time - I want girls
With new wave hairdos - I want girls
I ought to whip out my - girls, girls, girls, girls, girls!"

The GoldieBlox commercial turns that on its head. While a trio of young girls puts its pink and purple toys to better use as a complex, interconnected machine reminiscent of that breakfast scene in "Pee-Wee's Big Adventure," the remixed song delves into the inherent problems with the kinds of toys marketed to girls.

"Girls, you think you know what we want
Girls, pink and pretty's it's girls
Just like the fifties 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"

If you haven't already seen it, you HAVE to check out the commercial (which you can view here). It's amazing, albeit now hard to find in its entirely online, after the Beastie Boys filed a lawsuit for copyright infringement.

Now the company, founded by Stanford-educated engineer Debbie Sterling, will get perhaps the biggest possible opportunity to spread its message. Intuit, the company putting on the contest, has agreed to pick up the $4 million tab for the 30-second Super Bowl spot, according to CNN.com. GoldieBlox just has to provide the commercial.

I can't wait to see what they come up with this time around.

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