OAKLAND, Calif., Nov. 6 (UPI) -- GoldieBlox, a California company that makes a line of construction toys specifically for girls, is releasing its first action figure in time for the holidays.
The company on Wednesday released an online advertisement for the figure called Goldie. The figurine wears overalls, a tool belt and tennis shoes, a far cry from the pink- and high heel-bedecked dolls often offered for girls.
"More than just a doll, her articulated shoulders, hips, knees and joints along with specially designed hands and feet are designed for action," a description of the doll on the company's website says.
GoldieBlox was founded by engineer Debbie Sterling two years ago and first made headlines for an ad featuring young girls using the company's toys set to the Beastie Boys song Girls.
The toy company got creative again for its ad debuting Goldie. In it, a line of young girls dressed in high heels and pink fur mechanically march through a factory to pick up identical fashion dolls meant for girls.
One young girl, dressed in Goldie's overalls and tennis shoes, takes a hammer to the machine creating the dolls and what results is the Goldie doll.
The action figure is available for $24.99 on the company's website.