US: Mothers launch action figures designed to empower girls

Mother deem their IAmElemental line as “more heroine, less hooters.”
Publish date:

Two mothers and toy inventors are on a mission to launch a new series of action figures designed to empower girls.

Dawn Nadeau and Julie Kerwin have produced the line of female action figures called IAmElemental, which are scheduled to hit retail this year.

The IAmElemental figures feature ‘character driven powers, including bravery, honesty, persistence and industry.’

The pair state that the characters’ super powers are designed to inspire girls to think about their inner strengths.

The first series of seven figures is inspired by Joan of Arc, who kids can learn about through the action figure’s backstory and its theme of courage.

The pair have grand designs for the collection, telling DNA Info that more figures and themes will roll out over time, along with a save the world story line told through graphic novels and comic books.

The mothers, said to have been ‘shocked by the large breasts and tiny waists on typical female action figures,’ champion their own line as “more heroine, less hooters.”

Nadeau and Kerwin, said: “If you give a girl a different toy, she will tell a different story.”

Image placeholder title


Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.