“Until IAmElemental launched, if you were to Google 'action figures for girls,' you would not find figures with a healthy body representation, or a fierce and powerful representation of a figure ready to save the world. These types of figures simply didn’t exist in the same way we have conceived of them. We felt if we were looking for more powerful and creative representations of super powers, others might be as well,” Kerwin said.
She hopes they can spark conversations about offering choices to kids, which includes seeing toy aisles that are multi-hued and not one color over another. This way all options can be open to both girls and boys.