IAmElemental Toys Aim to Empower Girls

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IAmElemental Toys Aim to Empower Girls

Toy makers say figures enable girls to become their own superheroes

Spiderman and Batman better watch out. New superheroes are on the block, and they're seriously tough chicks.

IAmElemental female superheroes are headed to toy stores to teach little girls one simple message: every girl can be a superhero if she wants to be.

"Our figures enable girls to be the protagonists in their own story and become their own superheroes," says IAmElemental co-founder Dawn Nadeau.

These special toys are designed to be realistic female role models for girls everywhere. The brand's slogan embodies the empowerment message behind the action figures: "If you give a girl a different toy, she will tell a different story."

IAmElemental was started in 2013 by moms and Wellesley College alumni, Julie Kerwin and Dawn Nadeau. They saw a gap in the toy market and wanted to fill it with a line of smart and empowering toys for girl.

Kerwin and Nadeau managed to rally troops and fund their fledgling company through Kickstarter, an online fundraising website. The startup team launched a campaign hoping to bring in $35,000 in 30 days. That goal was met in just 48 hours, and supporters from all 50 U.S. states and countries on six continents pledged a total of $162,906.79—465 percent of their initial goal.

The first set of female action figures, called The Courage Series, includes seven toys that personify the elements of courage: Bravery, Energy, Honesty, Industry, Enthusiasm, Persistence and Fear.

The Courage Series and related merchandise are available for pre-order on IAmElemental's site and are scheduled to ship in time for the 2014 holiday season. The figures will also be available in stores in individual mystery packs and as complete sets in collectible tins and carrying cases.