Our Story
Real heroes walk among us.
The key word isn’t “hero”, but “real”. By embracing our authentic selves, we unlock our best selves. IAmElemental empowers everyone to be their own Superhero, showing that true strength comes from within.
2012
The Birth of IAmElemental: Superpowers Over Superheroes
In 2012, the idea for IAmElemental was born after Julie Kerwin attended a lecture on brain development that highlighted differences between boys and girls. That night, she envisioned action figures designed to appeal to the "female brain" by focusing not on Superheroes but on Superpowers. This spark led to creating IAmElemental, empowering children through figures that represent inner strength and positive traits, marking the beginning of a mission to reshape how toys influence children's perceptions of themselves.
2014
Kickstarter Success: Fully Funded in Two Days
In 2014, IAmElemental launched its first-ever female action figure line on Kickstarter, and the response was overwhelming. The project was fully funded within two days, with backers from all 50 states and five continents. This groundbreaking achievement not only helped launch the brand but also earned recognition from TIME Magazine, jump-starting the female superhero movement and proving there was a global demand for empowering toys designed for girls.
Redefining Heroes
Character, Not Characters
Redefining Female Action Figures
IAmElemental redefined female action figures by designing healthier, more proportionate characters for children. By challenging industry norms, we created empowering figures that reflect positive, realistic body images.
Empowering Children as the Superhero
Our figures embody inner strengths, sending the message: "It's Character, not Characters." We continue to inspire children to be the heroes of their own stories, embracing their unique superpowers.
Innovative and Fun-to-Play Designs
IAmElemental focuses on creating action figures that are both empowering and fun to play with. Each figure is thoughtfully designed for dynamic play, encouraging children to use their imagination while embracing positive values.
Choose Your Power
Breaking Stereotypes
At events like toy fairs and comic cons, we ask people to select a Superpower from life-sized shields, and no one chooses randomly. Over time, we noticed women gravitating toward strong traits like Bravery and Energy, while men selected gentler traits like Honesty and Persistence. This shift challenges traditional gender norms. IAmElemental continues to dismantle these stereotypes, showing that words like Bravery and Honesty don’t have a gender, allowing everyone to choose their own strength.
After I gave some Courage figures to two brothers, their mother shared a surprising observation: she had never heard them say, “She’s coming to save you,” until they started playing with IAmElemental figures. Incorporating these female action figures into their typical play patterns subtly changed the language they used. While it didn’t alter the way they played, it shifted their thinking, revealing the influence that representation can have on children’s stories.
This nuance is part of IAmElemental’s secret sauce: our Superpowers don’t come from external forces like spider bites or gods. Instead, the power resides within. We aim to help every child—and adult—realize that strength and ability come from their own internal resources. Our goal is to inspire them to embrace this power and create their own origin stories.