After being frustrated by the hyper-sexualization of female action figures on toy store shelves, enterprising moms Dawn Nadeau and Julie Kerwin decided to create their own range of toys that are more action, less figure.
"There really aren't figures in that action category designed for girls," Nadeau told Fast Co. Exist. “There are female action figures, but they’re designed for the adult male collector population.”
Thanks to a successful Kickstarter campaign, Nadeau and Kerwin have just launched IAmElemental, a series of seven female action figures each representing an aspect of courage: bravery, energy, honesty, industry, enthusiasm, persistence, and fear. They also have Michelle Obama-worthy biceps and bodies that are athletic rather than overtly sexual.
“Play is powerful," Nadeau said. "And the toys you play with impact the story you tell. I think there's room out there to hopefully uncouple these more adult messages about beauty and sexuality and give back some of the power that exists. We're not anti-doll or anti-princess; we just want to let girls take ownership of these powerful, active storylines.”
If the fact that the 30-day Kickstarter campaign raised 465 percent of its fundraising goal is anything to go by, there's definitely a demand for these heroines. And, at just $8.99 apiece, there's no excuse for not adding some girl power into the toy chest. G.I. Joe will get used to it. (Fast Co. Exist)