Kids’ brands are producing more against-stereotype products like Easy-Bake Ovens for boys or construction sets for girls.

One of our Things to Watch for 2013 was Gender-Blurred Toys: Kids’ brands are producing more against-stereotype products like Easy-Bake Ovens for boys or construction sets for girls. This week a commercial for GoldieBlox, a toy company that aims to “inspire future engineers” with building games for girls, has been connecting with consumers. 

The spot, which has collected 3.6 million views since Sunday, shows three girls creating their own whimsical version of a Rube Goldberg scenario, with a soundtrack that takes inspiration from the not-exactly-feminist Beastie Boys song “Girls.” Sample lyrics: “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.”