Oakland-Based GoldieBlox Has Super Commercial

$4 million spot bought for Oakland-based toy startup.

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    NEWSLETTERS

    Photo by Paolo Vescia, San Francisco Business Times
    GoldieBlox CEO Debbie Sterling shows off an engineering toy kit that helps girls build a belt drive out of a plastic pegboard, spools and ribbon.

    This time, they paid for the song.

    Oakland toy startup GoldieBlox is back in the headlines, with its 30-second Super Bowl spot Sunday -- and out of the headlines for not using a song without permission.

    The company won a contest held by Intuit and got a $4 million gift: a Super Bowl ad spot, chosen by public vote.

    That's good news for the company -- and better news than the last time GoldieBlox was in the news, when it got in trouble for parodying a Beastie Boys song -- "Girls" -- without the band's permission.

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    Debbie Sterling aims to introduce girls to building by inventing building blocks called "Goldieblox." Vicky Nguyen sits down with Debbie for the details of her Kickstarter project.

    MORE: Beastie Boys Countersue Oakland Toy Co.

    A video using the song with a Rube Goldberg machine got 8 million views, but also got the company sued, Siliconbeat.com noted.

    Now the company asked permission to use a parody of "Come on Feel the Noize" -- with permission -- to promote its mission of getting girls away from pink-theme "girls' toys" and towards math, science and other skills they'll need to become inventors and innovators.