If you haven’t heard about GoldieBlox, the Kickstarter toy company success story of 2013, then hello. Welcome parents of little girls who want their daughters to know they are so much more than a princess. I am impressed and altogether smitten with this company, its mission and vision, products and genuine desire to be a part of positive change in the landscape of how little girls think of themselves, what kind of role models they have and how they value themselves. The bonus? Metric, a fantastic Canadian band is the soundtrack. Awe yea.

Founder Debbie Sterling has brought the company a long way with a whole line of story, construction, movie-making and engineering sets for girls. (And clothes!) What’s the goal? Well, if it isn’t obvious already, GoldieBlox aims to disrupt the pink aisle and inspire the future generation of female engineers by giving these young inventors the tools they need to build and create amazing things.

Today I was presented with a brand new video created by the mad geniuses over at GoldieBlox, called: Big Sister is Watching, to promote their new Zipline Action Figure. Yea, a Zipline Action Figure. The video is feisty, excellently produced, short and to the point. It’s their way of raging against the BS machine and ending the reign of fashion dolls. Which, we all know is a mighty feat. Right here in my own home I am raising a Princess obsessed little girl. Suffice to say that I am stoked there is finally something else that I can introduce her to to. A new kind of ‘doll’ that helps to even out the onslaught of heels, lipstick and sparkle; with characters that are cool, interesting, smart, and relatable.