Beginning as a Kickstarter that kickstarted the market for empowering female action figures aimed at girls, ‘IAmElemental’ toys finally hit the UK – and we finally got our hands on a set to see what all the fuss was about.
Ok, a brief history of IAmElemental: The brainchild of Julie Kerwin and Dawn Nadeau, the concept was born in 2012, which is also the year I became the father of a daughter. Like me, they were painfully aware that the market for superhero toys was pitched squarely at teenage boys and men – so the few female superhero action figures available were usually highly sexualised, with big boobs and skinny waists.
But unlike me, Julie & Dawn did something about it and IAmElemental was launched as a Kickstarter in 2014, becoming fully funded in just 2 days.
The IAmElemental line offered a clear point of difference. The anatomically correct female action figures were athletic, not sexual. They stressed courage, power, and wisdom over attractiveness. And they also discarded a convention of the action figure market, deeming that consumers (boys) liked very strict and detailed narratives.
IAmElemental offered no such world building, with each figure possessing power related to their character, and leaving much of the rest open for the child’s imagination.
I have always admired these figures from afar, but now the latest series, the Wisdom Warriors, are available in the UK I’m really happy to be finally able to see them in reality.
IAmElemental Series 2 – the Wisdom Warriors
The toys come wonderfully presented, in a special ‘lunchbox’ tin, that contains all 7 female action figures plus stands & shield accessories, a fact card for each, as well as a bracelet (for the shields) and a special wisdom workbook full of facts and activities.
It makes for a really attractive package that should impress any child on opening (and adults too – I was suitably wowed as well).
While it’s all well and good to have noble intentions for a toy, the final product needs to live up to the promise. Basically, it needs to be a good toy that children want to play with.
Well, it really does live up to the promise.
These female superhero action figures are awesome. Well made, with 9 points of articulation (POA), they have stylish designs & sculpts with bold colours and imaginative outfits. They look magnificent, and it’s so great to see how well these designs work in reality.
My daughter was keen to find out the name and brief story behind each character, and was then off inventing scenarios and adventures. The figures articulation is great, as are the interchangeable accessories (wings, shields, etc.). The stands are great too – while the figures can stand on their own, it means imaginative playtime isn’t unnecessarily wasted on trying to get the figures to stand in the right positions.
For more about what’s in the box, check out our unboxing video:
IAmElemental – Do we still need female action figures for girls?
The mainstream female action figure market has improved since these toys came on the scene a couple of years ago, but only a little.
As far as I am concerned, there is still nothing like these around. This is an empowering action figure line aimed at girls (but not at the exclusion of boys) which encourages children to use their imagination. The women also exude strength, stature, and confidence.
I have no qualms about describing these as action figures for girls, as that is who they are targeted at. But that should in no way dissuade anyone from buying these for boys too. In many ways, it is just as important for boys to play with these too – creating stories involving strong powerful looking women.
These Wisdom Warriors are a great addition to our daughter’s toy box, and her adventures with them are just beginning.
If you like the look of these I Am Elemental Wisdom Warriors female superhero action figures, we’re really lucky to have a set giveaway – so please enter this competition below for your chance to win (UK residents only).
This I Am Elemental Wisdom Warriors Set has an RRP of £69.99.
This set of female superhero action figures is also available directly from IAmElemental. Enter the code ‘UKFREESHIP’ for free shipping to the UK. We were sent the product for the purposes of this review.
Who is your favourite Wisdom Warrior and why? Please comment below.
85 thoughts on “IAmElemental – female action figures for girls (and boys)”
Oblivion. all of them really
It has to be for me Ingenuity
I like the idea of them all but Oblivion piques my interest because of the value of stillness, silence and a vacuum in allowing inspiration to take root.
I’ve never heard of them so its a bit difficult having a favourite, no doubt the grandchildren know them
Courage and core power as it teaches great characger but also helps a great cause
Oblivion, just the nature really
Our son likes Oblivion no idea why
Exploration! I want nothing more for my children than for them to explore life and themselves to the fullest, to be confident in their convictions and unafraid to explore everything around them.
I absolutely love these toys – I remember eyeing up the Kickstarter campaign but decided to wait to get them for my then 6 month old. I love Ingenuity, she’s kickass and a wonderful virtue.
I like Creativity and Wisdom!
Oblivion just because it’s the name i think, thanks.x
I’ve never heard of them until now but id probably choose Oblivion
I like Mastery – not only is the figure kick ass cool with that cape swirling about, but I am trying to impress upon my son that in order to become a master at something, it simply involves hard work and practise practise practise! That he should never give up his dreams.
I like exploration, my kids love to explore!
Mastery! Powerful without being aggressive.
Exploration , love that she has wings
i havent heard of them but now doubt its another my kids can name!
Curiosity – it’s the key to learning
Oblivion because of the name.
Honesty – because I really like her wings!
Exploration because of her amazing wings. x
I like Mastery because just teaching kids this word exists Can lead to a different Mindset.
Oblivion as it installs calm and envokes thought process
I’m gonna go with Ingenuity, because that crazy tentacle arm looks ace.
Logic. She’s my heroine as reason is the power you can power yourself and situations with. Also in these uncertain times we need rational and enlightening thought more than ever.
Love them all, but I think if I really had to pick just one it would be oblivion.
I’ve not come across them before but would choose Creativity
I am not sure they all look quite interesting! I have only just found out about them so yet to have a favourite but keen know more!
i have no idea, but my son says oblivion, he knows all about this not me haha 🙂
I love them all but my favourite has to be Courage because you can remove her armour and sword, she can have the courage without it.x
It would have to be Curiosity. My daughter, Fidget, was also born in 2012 and at four-years-old is the most fantastically curious person I know. She’s curious about absolutely everything.
My favourite has to be exploration as they look so cool especially with the wings!!
I like the exploration one- children should always explore new things
Oblivion as it stands for natural things
i like them all but if i had to pick one ,it would be logic..there is lodgic in everything we do x
Exploration looks amazing!
Ingenuity I guess, but they are all pretty cool, and such an antidote to the usual rubbish available for our girls!
Curiosity – like the colours
I’ve not come across these before so don’t have a favourite but love the concept behind them. They would all appeal to my 9 year old tomboy granddaughter 🙂
Creativity and wisdom
these are fantastic, our favourite is Oblivion due to the calmness and how she envokes thought processes
Exploration, because she can move herself to any place in the world
i’ve not seen these before today but i love the idea of them, especially curiosity.. 🙂
Hi Kathryn – you’re the winner! You should have an email asking for address details. Congratulations!
Exploration has wings! You can’t beat that! so cool, I absolutely love the idea of girl action figures, its about time eh?xx
I like Courage and core power
Oblivion is our favourite
Our son likes Oblivion
My daughter likes oblivion x
I’ve never heard of them, but i know my sons have x
I like the idea of Exploration – exploring the world as you grow which is what childhood should be like
Exploration! My daughter loves to explore her surroundings I think it’s a great quality.
Exploration – great name and I like the purple wings
Curiosity, because like all children she has the desire to learn and know everything!
I like Courage the best as I’m quite shy and need some extra sometimes
Courage Core Power looks a formidable character
Exploration seems like a great character
Exploration, I like explorers 🙂
I personally like exploration. 🙂
Oblivion looks great
Curiosity because my daughters curious
I have never heard of them, but I love the idea for my grand-daughter.
Creativity, there’s nothing more satisfying, and rewarding then being able to create something.
Honesty as it says it all in the name really.
It has to be Creativity. She is super cool uber creative and has the best ideas ever!
got to be curiosity, its where learning begins and individualism stems from
Curiosity – we should be curious about life….explore life!
I like Exploration – all are great names 🙂
Curiosity – its essential to allow children to be curious and explore things they enjoy
Courage is our favourite
Courage I think. Because of the nam and what it stands for
we like Oblivion 🙂
Exploration – we live in a big world and we shouldn’t be afraid to explore every single corner of it.
Wow, these are absolutely fabulous! My daughter would really love these! They are such a brilliant idea. I love Curiosity, as you can never, ever know or learn to much and to be curious about the world around you and about learning is something to be proud of and promoted.
From your review only – Oblivion seems to be the fav
Courage as its a good skill
My son Leo likes Curiosity as he said she’s like him and likes to learn but my niece Leah-Rose said her favourite is Mastery as shes clever like her lol x
for our 2 sons, it’s definitely oblivion! i must admit it’s a cool name!
I like Exploration because of her amazing wings, but they’re all great, loving the girl power! x
Curiosity as its always good to seek knowledge
I had heard of these action figures, but not seen any yet. IAm Elemental look great and I know my youngest would love them. Shame I missed the competition hey!