More Than a Doll: How Creating a Sports Doll Turned into a Fight to End Gender Stereotypes

by Jodi Bondi Norgaard

Can gender stereotypes in childhood be more destructive than our culture perceives and stand in the way of gender equality?

When Jodi Bondi Norgaard, an experienced entrepreneur, attempted to shake-up the toy industry with a sports doll that appeals to today’s more athletic, adventurous girls, she came to realize the roadblocks to success weren’t only reluctant toy buyers, but a patriarchal culture that perpetuates gender roles and sexism. More Than a Doll is about her mission to break gender stereotypes and challenge the status quo.

Through illuminating testimonials, data, research, interviews, and cultural observations, readers will come away with clear examples of the dangers of early gender stereotyping and how we continue to fail to see the harm.

After all: “It’s just a toy.” “It’s just a t-shirt.” “It’s just a show.”

Bondi Norgaard is sounding the siren that gender inequality doesn’t begin in our teens, it begins the moment a child can hold a toy or book or watch a screen. The programing starts early, and the impact is lifelong.

Genres: Nonfiction, Feminism

288 pages, Paperback

Published January 21, 2025

About the author

Jodi Bondi Norgaard is an entrepreneur, author, feminist advocate, keynote speaker, consultant, and an expert in creating change and breaking gender stereotypes. She is the author of More Than A Doll: How Creating a Sports Doll Turned into a Fight to End Gender Stereotypes (Post Hill Press, January 2025), which connects the dots from sexualized dolls, to the subtle damage inflicted on girls’ confidence, to implicit biases we hold about gender, to decisions we make as adults that prevent true gender equity.

Jodi is the founder of Dream Big Toy Company and the creator of the award-winning Go! Go! Sports Girls line of dolls, books, and apps for girls encouraging healthy and active play over beauty and body image. She is an activist pushing media and retail to do a better job portraying women and girls beyond stereotypes.

As a toy industry thought leader, Jodi collaborates with the White House Gender Policy Council on policy as it relates to children’s toys, content, and publishing. She is a DEIB consultant specializing in gender equality and spearheaded and co-chaired the first Toy Association DEIB Committee to expand play.

She has been featured on national media including The Today Show, The Real Story with Gretchen Carlson, Forbes, Upworthy, Parents, Shape, Self, Runner’s World, Advertising Age, Good Housekeeping, Chicago Tribune, New York Times, and Huffington Post. In 2016, she was named by Women’s Running as one of 20 Women Who Are Changing the Sport of Running and the World. She is a contributor to Ms. Magazine.

Reviews

[Martha zeeman · Rating 4 out of 5]

Jodi Bondi Norgaard is a take action person who saw a problem and addressed it head on. Jodi's book, More Than a Doll, is part memoir part business/entrepreneur how to. Jodi is an experienced entrepreneur and a gender equity warrior. This book shares her story of the development of a sports doll for girls and the barriers to entry she faced from the toy industry. More Than a Doll shows how pervasive gender inequality is on our world, starting in the toy aisle and continuing into adult life. Jodi details the challenges of developing a new product that goes against the accepted insider norms despite strong consumer interest and support. Additionally, she shares extensive research on the impacts of gender inequality and the repercussions including violence against women. Jodi argues that this should be called what it is - male violence against women. Beginning with the impact on her young daughter, Jodi shares her personal experiences as a women to illustrate the impact of gender inequality she has seen in her lifetime.

Gender stereotypes put more value on the appearance of women than on their intellect and abilities and the result is damaging for all women. Jodi is tirelessly working to change that. Her book should be required reading for all young women and men as an example of how one person can impact change.

[Missy · Rating 5 out of 5]

This is a remarkable story that is actually an ongoing saga.
After recognizing the toy industry as culpable in the continuation of play/toy based gender stereotypes, she becomes a force for change in that industry . Her dream to introduce a body proportionate and age appropriate doll that encourages health and sports, becomes a mission that takes her through manufacturing, publishing and eventually to the White House.
It’s a story that we all need to hear as we continue to fight for equality and equity for our girls.

[Kendall Thom · Rating 5 out of 5]

I loved reading this! Jodi’s story and persistence is inspiring. A very eye opening read when it comes to how pervasive gender inequality is and the way it “hides” itself in society. As a business major, it was insightful to read about Jodi’s journey as an entrepreneur and why she made the decisions she did.

[Robin · Rating 4 out of 5]

Jodi Bondi Norgaard, More Than a Doll How Creating a Sports Doll Turned into a Fight to End Gender Stereotypes, Post Hill Press, January 2025.

Thank you, NetGalley, for providing me with this uncorrected proof for review.

Jodi Bond Norgaard begins with numerous examples of the sexism that drove her to create a sports doll. These include personal and friends’ anecdotal accounts of the sexism they experienced at school, work and socially. These accounts are augmented by published reports, and one unpublished report - Equal Play? Analyzing Gender Stereotypes, Diversity and Inclusion in Advertising and Marketing for the Most Popular Toys of 2022 for The toy Foundation. Bond Norgaard’s aim to produce a sports doll arose from the detailed information in the first section of the book.

Comparing Bond Norgaard’s first entrepreneurial experience, producing baskets of baked goods and chocolates, with that of producing Go! Go! Sports Girls is instructive. While both enterprises depended on the positive responses and assistance from other women, the latter required her to deal producing a product that conflicted with traditional responses to girls and dolls and the cultural environment. The practical features of production, for example where could the dolls be produced at a reasonable cost; legal issues; safety standards; marketing; competition from other brands; the role of large toy companies; changing doll images to meet demand; testing girls’ preferences; the importance of social media; and dealing with sexism, personal and public are canvassed.

The book is in three parts: ‘How Creating a New Sports Doll Turned into a Fight for Women and Girls,’ ‘Disrupting the Pink Aisle on Representing Girls as they Are’ and ‘Dream Big, Go For it, and Don’t Give Up.’ It is filled with anecdotes, information from reports, a lengthy bibliography which includes secondary sources – books (non-fiction and fiction), podcasts, Ted Talks and documentaries. Jodi Bondi Norgaard was part of the Biden-Harris initiative, Gender Policy Council and appeared on Greta Carlson’s Fox and Friends panel, suggesting that she can communicate in a range of environments – a plus for the cause of women and girls. The minor flaws, sometimes going over old ground (a great deal of work on the depiction of girls in fiction was undertaken in the 1970s) and some repetition are outweighed by the value of this work in publicising the challenges and successes in producing the Go! Go! Sports Girls and this intrepid businesswoman’s role in defying sexism in the toy aisle.

[Lydia Kelley · Rating 5 out of 5]

More Than a Doll is a compelling read, as it details the author’s (Jodi Bondi Norgaard) ongoing journey to try to end gender stereotypes. The book flows smoothly and explains the “aha” (or OMG) moment where Jodi decided to embark on a path to develop a doll that embodies a love for sports. She takes the reader through product development, sales and trade association steps, with a stop at The White House, along the way! Jodi details her successes, processes and by the end of the book the reader understands the timeline, challenges and exhilaration to get a product from idea to shelf. Not only is the book a stark reminder that gender stereotypes exist, with excellent studies cited, but it shows how toy aisles and shelves reinforce those stereotypes. This book is also an insightful look at one woman’s entrepreneurial spirit and it provides important and valuable lessons for any entrepreneur.

[Cali Beverlyann · Rating 4 out of 5]

Gave me such a different perspective on the way little girls & boys are raised. This author has a drive like no other! I was rooting for her the entire time and gosh do I hope one day to see more dolls like this in stores! So glad I picked this book up!

[Suzanne Florek · Rating 5 out of 5]

"More than a Doll" is an inspiring and heartfelt journey into the mind of an entrepreneur—a journey that left me feeling as if I were literally inside Jodi Boni Norgaard’s entrepreneurial head. From the very first page, Jodi’s raw passion and unwavering determination pull you into the vibrant world of business creation, where every challenge feels personal, and every small victory is hard-won.

One of the standout aspects of the book is how authentically Jodi portrays the trials and tribulations of starting a business. Her candid depiction of the struggles, setbacks, and moments of self-doubt resonates deeply with anyone who has ever dared to venture into the entrepreneurial landscape. It’s a reminder that the road to innovation is often paved with obstacles—but these very challenges shape and empower us.

Jodi’s strength is truly empowering for all who read her story. Her resilience shines through as she navigates the overwhelming reality of trying to change society and introduce a new product. It’s overwhelming how hard it can be to change societal norms and open minds, yet her determination and business acumen make it clear that transformation is not only possible but also necessary.

I loved the book. Jodi’s drive to succeed in business and inspire others to re-think how we educate our children about their abilities—subtly, yet profoundly, through something as simple as dolls—is both revolutionary and deeply moving. This book isn’t just about business; it’s about changing the way society views potential and creativity. “Programming starts early in our children”!

Huge accolades are due to Jodi for her brilliant mix of business insight and heartfelt storytelling. "More than a Dolll" is a testament to what can be achieved when passion meets perseverance. For anyone looking for inspiration, or for those who have ever felt the daunting pressure of trying to innovate and change the world, this book is a must-read.

[Toni Boyd · Rating 5 out of 5]

There are many books available that discuss gender inequities or gender stereotypes, their effects on women, and what we can do today to respond or react. However, rarely do we see a book that addresses one of the major root causes of those issues, which, if addressed, would help mitigate the inequality we experience today. More Than A Doll is just such a book which spotlights how gender equality starts in the toy aisle and imprints on both boys and girls.

As a toy industry insider, Jodi Bondi Norgaard, points out the Toy Industries’ culpability for such inequities and gives solid recommendations on how to hold them accountable. This book is impactful not only because of the research she put into the issues, but the fact that it is highly personal with her life experiences. I was engrossed by word one.

The book also tackles many of the associated repercussions of gender stereotypes and inequalities, such as, male violence, Mansplaining, the Me Too movement, and feminine tropes. One of my favorite lines is: “The assault is in the message: Your value [women] is in your appearance, and by the way, this is the standard in which you have to conform”. This most definitely starts in the toy aisle with dolls.

This book is valuable to any person, all gender types, who want information and recommended actions on what can be done to tackle inequality at an early age. A must read for anyone with young children in their lives!

[Ron · Rating 4 out of 5]

This book was very timely given the anti-women statements in our country. I grew up in a time when men dominated. I played soccer on an all-boy's team before girl teams were created. I was lucky enough to have parents who didn't mind me being gender-neutral. I played with dolls and action figures and cars, but I always found the boy section to be a lot better. They had cooler stuff and their colors were better too. The girl sections were always filled with too much pink. Yuck!

In this book, Norgaard does an excellent job at talking about the patriarchy especially when it comes to girl's toys. Rather than girl toys boosting their self-esteem images, they are more designed toward male fantasies, which are geared toward young girls and it is sick and disgusting if you think about it. They look more like hookers (ie the Bratz dolls) Not exactly an ideal a girl should strive toward. And the Barbies were taken from the idea as the 'ideal woman'. Sure dolls are becoming a little more diverse, but they still have a long way to go. I never once played with a doll with my skin tone. Definitely a great read. We need dolls and girl toys in general to look like actual girls rather than the sick, fantasies that men have of them.

[Susan Marks · Rating 5 out of 5]

In this inspiring book, Norgaard details her shocking experiences trying to break into the patriarchal toy industry with her innovative line of girls sports dolls. Her mission to put Go!Go! Sports Girls onto the shelves of retailers takes her from Target and Walmart headquarters to the hallowed halls of the White House (twice!), while winning multiple prestigious toy awards and fighting gender stereotypes along the way. The twists and turns in Ms. Norgaard's story, as well as her sincere and often humorous voice, makes this a real page turner. With interesting and well researched statistics, thoughtfully integrated expert opinions, and a valuable list of resources at the end, this book is an important read for anyone caring for and/or working with today's youth. We can all become more aware of ways to combat the gender inequality that begins as Norgaard asserts, "the moment a child can hold a toy or book, or watch a screen. The programming starts early, and the impact is lifelong."

[Erica Welp · Rating 5 out of 5]

More Than a Doll by Jodi Bondi Norgaard is an insightful and thought-provoking exploration of gender equality within the toy industry. As both a woman and a mother, I found Jodi’s unwavering commitment to challenging gender stereotypes both inspiring and empowering. Frustrated by the lack of true empowerment options for girls in the toy industry, Norgaard set out to create something different. Through the lens of her personal story—the development of Go! Go! Sports Girls—she candidly recounts the struggles and victories of bringing these groundbreaking dolls to market. Norgaard compellingly argues that gender norms are often perpetuated in the toy aisle, and calls for the toy industry to adopt more inclusive and empowering practices. This book is an invaluable read for anyone, particularly parents and caregivers, who are invested in shaping a more equitable future for children.

[Susan · Rating 5 out of 5]

Jodi Bondi Norgaard is a fabulous writer and tells the story of her journey designing, marketing and selling a girls sports doll line, all while weaving in her own story of battling misogyny and the way in which this starts when girls are very young. I love the flow of the book and all way she seamlessly involves quotations and statistics that show how detrimental it is for girls not to have toys with positive messages. I highly recommend this book for entrepreneurs, parents, people who are passionate about empowerment, and anyone who is looking to learn!

[Elaine · Rating 5 out of 5]

Such an important book to shed light on the continued issues of gender inequity in the toy industry and beyond. This book is a really good read blending the author's personal experience in developing a doll but more importantly her struggles, personal insights and achievements in her business journey and in her life. Good read for men and women! More Than a Doll indeed; as this book goes far beyond just the toy industry!

[Marsha · Rating 4 out of 5]

Interesting history of the Go Go Sports Doll initiative to break gender stereotypes in the toy industry. Well researched statistics. It is amazing WalMart and Target were even interested in the concept, since those companies are bottom line, not cultural change, focused. Jodi is a true entrepreneur.

[Brenda Knapp · Rating 5 out of 5]

I liked the way the book intermixed the personal, professional and cultural aspects to make it interesting and informative. I especially appreciated the courage and vulnerability that it took for the author to share her personal story. Recommend.

[Kasia Omilian · Rating 3 out of 5]

This BOOK was GIFTED to me in the office. I really ENJOYED learning more about the work the author has been and is doing around the gender stereotypes specifically how they are formulated early on in childhood.

Thank YOU, Jodi, for your daily work on this matter. KUDOS.