Deceiving or disrupting the pink aisle? Goldieblox, corporate narratives, and the gendered toy debate

Research output: Contribution to journalArticle

1 Scopus citations

Abstract

Using the coordinated management of meaning theory as a guide, this article examines critiques and commendations of toy company, GoldieBlox Inc.’s, goal of “disrupting the pink aisle.” Notwithstanding capitalistic enterprise, it is argued that GoldieBlox’s corporate narrative engages in an imperative social skill that its toys still lack: critical reflection. Although GoldieBlox’s toys are rudimentary in their science, technology, engineering, and math designs, the company’s corporate narrative—driven by its origin story, mission and vision statements, and marketing strategies—challenges a 100-year-old gendered toy tradition and prompts significant questions of gender representation and improbable beauty ideals in our children’s toys.

Original languageEnglish (US)
Pages (from-to)158-175
Number of pages18
JournalCommunication and Critical/ Cultural Studies
Volume14
Issue number2
DOIs
StatePublished - Apr 3 2017

All Science Journal Classification (ASJC) codes

  • Cultural Studies
  • Communication

Fingerprint Dive into the research topics of 'Deceiving or disrupting the pink aisle? Goldieblox, corporate narratives, and the gendered toy debate'. Together they form a unique fingerprint.

  • Cite this