“With our figures, IAmElemental gives girls — and boys, for that matter — the opportunity to actively participate in their own super human story,” Kerwin explained.
The action figures each represent an Element that according to Kerwin is like the Periodic Table of Elements. While those elements are building blocks of matter, their Elements of Power are building blocks of character.
“We like to say, ‘It’s Character, not characters.’ In this first Series 1/Courage, the figures each represent one of the Elemental parts of Courage: Bravery, Energy, Honesty, Enthusiasm, Persistence, and Fear,” she said. “Taken together, because, as we believe, ‘shared, our powers grow stronger,’ you have Courage. An important part of the concept is that the powers work together to become something greater than they are individually.”