US: Mothers launch action figures designed to empower girls

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

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

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.