Wonder Crew SuperheroThe creators of Wonder Crew are trying to bring new elements to the mainstream blue aisle with its new line of dolls for boys. Wonder Crew was funded more than $40,000 during its successful 30-day Kickstarter campaign, resulting in approximately 500 pre-orders from 35 states and five continents.

Backers voted on the first adventure to go into production, selecting a superhero character as the first Crewmate.

Psychotherapist and mother Laurel Wider created the company to give boys the opportunity to build emotional intelligence and creativity, while addressing developmental needs as they are growing up. Along with lessening the toy gender divide, the intent is for boys to know that being able to connect emotionally through friendship and empathy is alright.

“Our culture is changing, and we’re beginning to understand the importance of emotional intelligence and empathy–even the NFL has caught on,” says Wider. “Boys have feelings; it’s time for their toys to catch up.”

Wonder Crew is currently finalizing production and taking pre-orders through their online store.