Female Action Figures by IAmElemental Inspire Childhood Literacy at Toy Fair 2019

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Toy Startup That Reinvented the Female Superhero Offers Children’s Books, Promotes Literacy in Partnership With “United Through Reading”

Feb 06, 2019, 08:20 ET

NEW YORK, Feb. 6, 2019 /PRNewswire/ — Pioneering toy startup IAmElemental, creator of the first female action figures designed specifically for children, will exhibit its groundbreaking products at the North American International Toy Fair, February 16-19, 2019 in New York.

IAmElemental has grown from a successful 2014 Kickstarter launch into a 2017 and 2018 Toy Industry Association Toy of the Year finalist.  The startup’s female action figures are based on a series of character traits called “The Elements of Power”; as the company’s Chief Elemental Officer Julie Kerwin says, “All the Superpowers you could ever want or need are already inside of you.”

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Tackling Trolls on the Internet

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The One-Third Rule: Tackling Trolls on the Internet

“Do people actually think that [these] are real reviews and customers? No Iamelemental, they dont [sic].  We all know its you stuffing your own reviews, and do you know why? Because you have a neat base idea, that you totally f*cked up with feminist social justice bullshit. I hope you choke on inventory.”

Before I go any further, I want to state for the record that, thankfully, this type of negative comment is actually not all that common in my world. For, while my company, IAmElemental, celebrates strong women in the form of Superpower female action figures, the Superpowers, themselves, are, in fact, universal. And we are very proud of the fact that we are deliberately a “girl targeted, boy inclusive” company, and that our male-to-female customer ratio is actually much closer to 50/50 than the comment above might lead one to believe.

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Not a Pivot, More a Plunge

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Not a Pivot, More a Plunge: A Startup Story Shifts

Early last year, I found myself unexpectedly accepting a Rising Star award at the annual Women in Toys gala. Unprepared and overwhelmed, I delivered an acceptance speech that can best be described as a comedy routine/confessional: lots of laughs at my own expense. Ironically, the biggest laugh of the night followed the one line that wasn’t a joke. “We’re not really a toy company,” I announced to a room of 600 toy company executives who were recognizing me for the work I do designing and producing toys: female action figures, to be exact. And I meant it.

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The Jim Henson Company to Develop Kids Series Based on IAmElemental’s Female Action Figures

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HOLLYWOOD, Calif., Nov. 7, 2017 /PRNewswire/ — The Jim Henson Company announced today it will develop a new animated children’s television series based on the popular female action figures by IAmElemental.  The series will target children ages 6 to 12. The deal will give The Jim Henson Company the opportunity to develop and produce the television series across all platforms. Lisa Henson and Halle Stanford of The Jim Henson Company will serve as executive producers.




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