IAmElemental Action Figures for Girls were designed to accomplish three goals.
First, they are intended to be a positive and fierce re-interpretation of the traditional female action figure.

Second, IAmElemental action figures encourage girls to reinvent the superhero myth by creating their own empowering stories. In the traditional, male-dominated superhero universe, action figures are endowed with powers from without (via a spider bite, mutant DNA, or some sort of “accident”). In the IAmElemental universe, the girl herself is the superhero – and she has all the superpowers she will ever need already inside of her.

Third, we set out to create a toy that is super fun to play with and collect. We knew from the outset that if the figures weren’t well-designed, nothing else would matter.

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