Home > Lifestyle > Features
Monday June 2, 2014 MYT 3:15:00 PM
Wednesday June 4, 2014 MYT 4:54:30 PM
They're a hit! The IAmElemental toy action figures, aimed at young girls and wielding "everyday superpowers", have doubled the toymakers' Kickstarter campaign target in less than three days after it was launched.
A new breed of female superhero toys seeking to empower girls with earthy values and they are taking the Internet by storm.
IAmElemental is a new range of action figures designed for young girls which aims to foster creativity and change the perception of superpowers.
An antidote to the existing female action figures on the market, which the designers claim are “more Hooters than heroine,” the figures feature realistic breast, waist and hip ratios, and each character is named after an everyday superpower.
The first series of figures represents “the seven elements of courage,” with characters called Bravery, Energy, Honesty, Industry, Enthusiasm, Persistence and Fear. Each of the armoured figures is bendable, features five articulation points and comes with a removable accessory that reflects their superpower.
The brainchild of New York-based design team IAmElemental – led by Julie Kerwin and Dawn Nadeau, who are both mothers – the project has already more than doubled its US$35,000 (RM113,000) target since its May 13 launch on the crowd-funding website Kickstarter. The company aims to start shipping the toys in December.
According to their blog, the idea for the action figures came to Kerwin and Nadeau when they couldn't find any toys in the market that were empowering for young girls. Instead, they found toys they viewed as "more Hooters than heroine", owing to the toys' unrealistic body proportions and overly sexualised image.
”We fervently believe that girls (and boys) are not only capable of creating their own stories, but that story creation is a vital part of their emotional development,” explains the design team. ”Why live vicariously through someone else? Why not be a real, live Superhero?” – AFP/RelaxNews
Tags / Keywords:
Lifestyle, Family, Features, Lifestyle, Family, Features, toys, action figures, IAmElemental, Kickstarter, Julie Kerwin, Dawn Nadeau, girls, boys
Tense nights in flood-prone village
Misuse of business licences rampant, says MPSJ
Errant motorists, beware
Developer to widen drains in Bandar Puteri
Salesman critically ill after eating raw fish
New fix for coffee lovers
Mexico’s rich, fiery flavours come to life for diners in the capital
Honouring the masters of their trade
Dress up for the season
The once-popular Wisma Central has a new lease on life
Five reasons Malaysia is a top talent destination
257 Chinese schools have received RM10.91mil from Budget 2015 allocation
Air Asia free seat promotion begins today
United draw leaves Champions League hopes in balance
Copyright © 1995-2015 Star Media Group Berhad (ROC 10894D)(Formerly known as Star Publications (Malaysia) Berhad)