That "something" involved a) launching GoldieBlox, an interactive book series and construction set starring Goldie, a young girl inventor; and b) making this awesome ad, in which three young girls create an incredible Rube Goldberg machine to change the channel on a television set showing a typical "girl toy" commercial.
The machine is definitely amazing, but our favorite part of the ad might be its script-flipping inversion of the Beastie Boys' insanely-catchy-if-kind-of-noxious song "Girls," rewritten with some incisively feminist lyrics and sung by one of the video's stars, Raven.
"It's time to change / We deserve to see a range," Raven sings. "'Cause all our toys look just the same / and we would like to use our brains." Amen.