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.