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.