They say that imitation is the sincerest form of flattery. But in the realm of ideas, “imitation” can cross over into something “indictable”, fairly quickly. Particularly when the object of your imitation is unaware of your intentions, or actions. Such was the case, and the lesson learned by toy company, GoldieBlox.

The company produces a product that, it says, is empowering to girls, teaching them that they can crossover typical cultural gender roles, and be who they want to be.

To power their Girl Power campaign, GoldieBlox chose one of the catchiest songs of recent decades that seems to present an opposite viewpoint. At least that’s what the folks at GoldieBlox thought. They grabbed the Beastie Boys megahit “Girls,” changed the lyrics, and used the new song as the back track to their web-based commercials.

Their rationale for the admitted “borrowing” of the Beastie’s intellectual property? The song was misogynistic, so we re-messaged it. Yeah, about that…

Ronn Torossian, CEO of 5WPR, says GoldieBlox transgressed two sacred public relations, and intellectual property commandments in doing so.

First, they used someone else’s intellectual property without express permission. Not only is this highly illegal, it is immoral to use someone else’s property to sell your product without giving them credit, and the right of refusal. GoldieBlox tried to squirm out of the first issue by claiming “parody”, and the second by saying the song was immoral as released, so they improved it.

Unfortunately, for GoldieBlox, the legal argument might work if they were actually creating a parody (and obtaining contractual permission). However, they were creating a commercial, not a parody.

GoldieBlox’s second argument leads to what Torossian says is the worst of the company’s transgressions. They did not understand what they were mocking. While, on the surface, the song is certainly not an ode to equal treatment of women, the Beasties have a long history of explaining the song, and it’s intent. They also have an established history of treating women with profound respect in, and out, of their music. While there may be a few rap acts out there who GoldieBlox could have accused of misogyny, this is not one of them.

Further, and this is where Torossian says the company really crossed the line, the Beastie Boys made a conscious decision LONG ago not to allow any of their music to be used for separate commercial purposes. So, on that premise, the band’s reps contacted GoldieBlox essentially saying: “What’s up with this???”

GoldieBlox responded by … wait for it … SUEING THE BAND!

Yep, the company that stole the intellectual property, used it without permission, and then tried to hide behind the thinnest of justifications, actually SUED they brand they stole from.

Now it’s all part of the public record … not to mention a VERY public PR catastrophe GoldieBlox dropped on itself.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.