IAmElemental returns to Toy Fair New York to showcase its pioneering line of the first female action figures designed specifically for children. This year, the stories of the 4- and 6.5-inch articulated action figures come to life in three new books aimed at young children — The Elements of Power board book, You Are Courage picture book, and The Elements of Power workbook.

Founder and Chief Elemental Officer Julie Kerwin says, “Literacy is typically defined as the ability to read and write. But in the IAmElemental universe, we define literacy as ‘acquired knowledge’ — anything that keeps the brain’s synapses firing on all cylinders.  We want kids to love the act of learning. We want them to view knowledge acquisition as a lifelong pursuit, not just something that they do in school because it’s required of them. And we want kids to want to learn because it betters their lives and helps them accomplish their goals.”

“As a mom, I have found that one of the best ways to help kids internalize the IAmElemental definition of literacy is through daily read-alouds,” Kerwin continues. “To that end, we are proud that our Workbook sales support United Through Reading, an organization that connects military families who are separated — for deployment or military assignment — by providing the bonding experience of shared storytime.”

IAmElemental launched in 2014 with a successful Kickstarter campaign, and was a 2017 and 2018 Toy Association Toy of the Year finalist. The company’s Series 1/Courage figures, modeled on Joan of Arc, represent Bravery, Honesty, Fear, Enthusiasm, Energy, Industry, and Persistence. Series 2/Wisdom, with ancient Alexandrian STEM pioneer Hypatia as the muse, includes Creativity, Ingenuity, Curiosity, Logic, Exploration, Mastery, and Oblivion.

IAmElemental will exhibit in booth No. 5207 at Toy Fair New York from Feb. 16-19.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

archivearrow-chevron-downarrow-chevron-left-greyarrow-chevron-leftarrow-chevron-rightarrow-fatarrow-left-blackarrow-left-whitearrow-right-blackarrow-rightarrow-roundedbookscalendarcaret-downclose-whiteclosedocumenteditorial-archiveeyefacebook-squarefacebookfilesgifthamburgerheadinghearthomeinstagram-squareinstagramlatestlinkedin-squarelinkedinmailmedia-inquiresmessagenewsopen-boxpagination-leftpagination-rightpauseplayprintproduct-archiverecent-productssearchsharesort-filterspotifysunteamtiktoktime_purpletimetrendingtvtwitter-squaretwitteryoutube