Small business Goldiebox has created toy sets include a book, blocks, wheels, cranks and other parts that children can use to build structures with moving parts. The purpose was to get girls more interested in building and engineering rather than only in pink princess activities.
Intuit will pick up the four million dollar cost for the airing of the 30 second commercial. It will debut in the third quarter of the Super Bowl.
"GoldieBlox is an outstanding example of the 29 million small businesses across the United States," said Intuit's CEO Brad Smith. "It's clear voters around the world felt the same way."
The company had a bit of trouble last year when they created a parody video that featured the Beastie Boys song "Girls." In the video, young girls rejected the "princess" stereotype as they built a complex maze. The video became a viral hit. But the Beastie Boys brought on a copyright infringement lawsuit for using their song.
GoldieBlox initially countered with its own lawsuit but ultimately removed the song from the video. They said that they were unaware that the late Adam Yauch had requested in his will that the Beastie Boys songs never be used in advertising. They wished to respect his and the Beastie Boys wishes.