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

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

NEW YORKFeb. 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 Kerwinsays, “All the Superpowers you could ever want or need are already inside of you.”

The company’s Series 1/Courage figures, modeled on Joan of Arc, represent Bravery, Honesty, Fear, Enthusiasm, Energy, Industry and Persistence.  Series 2/Wisdom, with ancient Alexandrian STEM pioneer Hypatia as the muse, includes Creativity, Ingenuity, Curiosity, Logic, Exploration, Mastery and Oblivion.

The powerful and positive lessons of IAmElemental’s 4″ and 6.5″ fully articulated action figures come to life in the company’s three books for young children:

– The Elements of Power Board Book: This 6″x6″ 12-page board book profiles each figure in Series 1/Courage, introducing the superpowers in an age-appropriate way.

– You Are Courage Picture Book: New in 2019, this 9″x9″ 32-page paperback book is an expanded version of The Elements of Power Board Book, teaching children all about the Superpower Courage.

– The Elements of Power Workbook: This 7″x11″ 75-page softcover book combines IAmElemental’s Courage and Wisdom workbooks, previously available only in Lunchbox Complete Sets, into one book that encourages children to explore the Superpowers of Courage and Wisdom.

All books retail for $9.99 each and are available now at http://shop.iamelemental.com.

Says Kerwin, “Literacy is typically defined as the ability to read and write.  But in the IAmElemental universe, we define literacy as ‘acquired knowledge’ — anything that keeps the brain’s synapses firing on all cylinders.  We want kids to love the act of learning. We want them to view knowledge acquisition as a lifelong pursuit, not just something that they do in school because it’s required of them. And we want kids to want to learn because it betters their lives and helps them accomplish their goals.”

“As a mom, I have found that one of the best ways to help kids internalize the IAmElemental definition of literacy is through daily read-alouds.  To that end, we are proud that our Workbook sales support United Through Reading, an organization that connects military families who are separated — for deployment or military assignment — by providing the bonding experience of shared storytime,” added Kerwin.

For more information, visit http://www.IAmElemental.com/retailers, call (800) 274-8282, or visit Booth #5207 at the 2019 North American International Toy Fair.

About IAmElementalNew York City-based IAmElemental is a privately held toy company creating the first-ever female action figures designed specifically for girls (and boys!).  Founded in 2013, the company conducted a Kickstarter campaign in 2014 which was fully funded in two days, drawing backers from all 50 states and six continents, and was named by TIME Magazine as one of the “25 Best Inventions of 2014” and “Top 10 Toys of 2014.”   “If you give a girl a different toy, she will tell a different story”; “Play with power”; “It’s character, not characters”; “Shared, everyone’s powers grow stronger”; and “We have Superpowers. Want some?” are trademarks of IAmElemental.  For more information, visit http://www.IAmElemental.com, Twitter: @IAmElementalToy, Facebook: IAmElementalToy, Instagram: IAmElementalToy.

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