The rebellious toy maker recently launched a new action figure for girls with this new video to introduce it. I think the Orwellian riff on a “Big Sister” is pretty genius.  And the tagline?  “Other toys are built for fashion. Goldie is built for action.”

My seven year old daughter loves all the GoldieBlox toys and I’m so happy to see the pink toy aisle continued to get challenged. I think Barbie and Else and Anna are going to have some competition from this mighty little doll this holiday season.