MadameNoire Featured Video

GoldieBlox believes that girls are capable of anything, and they deserve to see brave, smart, heroic women they can relate to. Their mission is to inspire girls to take the lead — that’s why we created Ruby and Goldie – strong, positive role models who solve tough problems, invent things, and prove that girls should be more than just sidekicks.

Only 12 percent of protagonists in major Hollywood films are female. In movies across the board – G-rated, family films included – male speaking characters outnumber female speaking characters three to one. And although we want to think this is getting better, it’s not: the ratio of male-to-female characters in film has remained the same for 60 years.

GoldieBlox, known for their award-winning construction toys and action figures for girls, launched today their new video that speaks directly to the current conversation surrounding the lack of strong leading female characters in Hollywood blockbusters. Recently fueled by commentary from Jennifer Lawrence, Viola Davis, Kerry Washington, Cate Blanchett and Geena Davis, this is a hot topic. The video features GoldieBlox’s newest action figure, Ruby Rails, as the hero in some of the most iconic action movies of our time – highlighting the fact that women, especially women of color, are underrepresented in these roles. On a list of the top 500 films of all time, ranked by box office success, only one percent of films star women of color.

That’s six in 500, and the only live action movie of the six, Sister Act, was released in 1992.

Think about that: It’s been almost twenty-five years since we’ve had a top grossing live action film that was led by woman of color.

And only one film – not one percent , but just one single film – out of 500 was directed by a woman of color.

The rest of the stats from behind the camera aren’t any better.

You might think that the editing room is a respite for women in film and entertainment, but that’s not the case. In 2014, 15 percent of films had female directors, 20 percent had female writers, and a mere eight percent had female cinematographers.

Our girls deserve action heroes with flowing hair and combat boots. Our girls deserve to see themselves onscreen as well as calling the shots behind the scenes. Our girls deserve more.


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