@article{ref1,
title="Deceiving or disrupting the pink aisle? GoldieBlox, corporate narratives, and the gendered toy debate",
journal="Communication and critical-cultural studies",
year="2016",
author="Hudak, Kasey Clawson",
volume="14",
number="2",
pages="158-175",
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 &quot;disrupting the pink aisle.&quot; 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.<p /> <p>Language: en</p>",
language="en",
issn="1479-1420",
doi="10.1080/14791420.2016.1203966",
url="http://dx.doi.org/10.1080/14791420.2016.1203966"
}