She Leads®: The Podcast for Women Entrepreneurs Building to $1 Million and Beyond

Gender Stereotypes Start in the Toy Aisle: Jodi Bondi Norgaard on Building a Business to Fight Back

·49 min·4 clips

Jodi Bondi Norgaard exposes how some dolls marketed to girls feature shackles and lingerie as 'surprise' features.

This episode of She Leads features entrepreneur and author Jodi Bondi Norgaard, founder of the Dream Big Toy Company and creator of the GoGo Sports Girls doll line. Host Adrienne Garland interviews Jodi about her mission to combat gender stereotypes through business and media. Jodi’s work has been featured in outlets like the Today Show and Forbes, and she has collaborated with the White House Gender Policy Council. Jodi’s “aha moment” occurred in a toy store with her nine-year-old daughter, who was in a soccer uniform, when she saw a line of dolls named “Lovely Lola” and “Sizzling Sue” dressed in crop tops and short skirts. Her research revealed 75 distinct lines of fashion dolls but no sports dolls on the market. She launched the GoGo Sports Girls line to encourage healthy, active play and focus on what girls’ minds and bodies can do, rather than their appearance. Jodi cites examples like the “Fail and Fix” doll and MGA’s LOL Surprise dolls, which featured hidden lingerie and shackles, as evidence the toy industry still markets harmful messages. She notes the LOL doll line has made over a billion dollars. Jodi argues gender inequality begins the moment a child holds a toy or watches a screen, not in their teens or twenties. She states achieving global gender parity is now estimated to take approximately 130 years, and the U.S. is considered a backsliding democracy by the United Nations. Jodi describes frequently being called a “man hater” for her advocacy and now responds by asking critics to explain what they mean. She shares that women venture capitalists report male founders often receive funding without a solid plan, while women with detailed plans are denied. Jodi uses the phrase “what do you mean by that?” as a tactic when faced with dismissive or hostile comments. The conversation is conversational, candid, and driven by personal experience and shared frustration. The tone is passionate and urgent, blending storytelling with calls to action. This episode would resonate with parents, entrepreneurs, and anyone interested in gender equity, media literacy, or mission-driven business. Listeners seeking a purely tactical business podcast without social commentary might find it less aligned with their interests.

As heard by us

A firm case for speaking up, using your voice, and not hiding from negative comments.

The episode treats women entrepreneurs and leaders as people actively changing the field, and its best moments come from the blunt guidance on speaking up, refusing to absorb negative comments, and learning to toot your own horn.

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Why you'd press play

For a women-led conversation about speaking up and promoting your work, start here.

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