Jennifer Merritt
Nov 06, 2015 @ 12:45 pm

GoldieBlox is breaking down barriers again. The company, which creates building toys for girls in an effort to support their interest in the fields of science, technology, engineering, and math, just released a new video that takes aim at the lack of female heroes in Hollywood.

Citing the stat that only 12 percent of lead movie characters are female, the video features GoldieBlox and her new pal Ruby Rails, a female, African-American action figure (don't dare call them dolls), taking on the roles of famous male film characters like Rocky, James Bond, The Matrix's Neo, and Captain Jack in Pirates of the Caribbean (pictured above).

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"Girls really need to see these role models; it's such an important part of them understanding that they can do anything," GoldieBlox founder Debbie Sterling tells InStyle. "At GoldieBlox, we believe that girls deserve to see more brave, smart women as heroes, and we hope that this video inspires them to take the lead." Watch the video here:

This isn't the first time GoldieBlox took on the typical girl toy stereotype. The company first garnered attention with its viral "Princess Machine" ad, which eventually aired during the 2014 Super Bowl.

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