The female action figures are on the list of the 2017 Toy of the Year finalists.
IAmElemental saw the first female action figures designed specifically for girls and boys come to life in 2013, with a campaign launched on Kickstarter in 2014. The movement was fully funded in two days by backers in all 50 states and from across six continents.
Whilst the company has previously been shipping worldwide from its US warehouse, for the past two years it has had customers constantly asking when product will be available across the Atlantic. The company’s new series, the Wisdom Warriors, has been shipped to a UK warehouse and is ready for distribution.
Julie Kerwin, chief elemental officer, commented: “When we started IAmElemental, we set out to do three things. We aimed to take back the superhero myth so that the child, not the toymaker, defines the powers and controls the story. We focused on creating a strong, healthy, realistic body type, unlike any female action figures on the market at the time. And, we wanted the highest quality in design and production – because it it’s not fun to play with, what’s the point? In the end, not only did we change the conversation about the hyper-sexualisation of the female action figure, and the way that girls (and boys) play, we also inspired larger companies like Mattel/DC to join the conversation and move the needle further and faster than we ever imagined”.
As well as now being available in the UK, the company has received acknowledgement in the toy industry with two TOTY nominations; Action Figure of the Year and Rookie of the Year.