IAmElemental started with two friends – and moms – who were frustrated by what they saw and, more importantly, didn’t see in the toy market. Lots of dreaming, planning, brainstorming and one big courageous leap later, IAmElemental and Rebel Elements was born. Their mission is to create toys for play experiences that allow girls to envision themselves as strong, powerful and connected beings at the center of a story of their own making. As a result, IAmElemental Action Figures are designed to accomplish three goals: 1) First, they are intended to be a positive and fierce re-interpretation of the traditional female action figure. 2) Second, IAmElemental action figures encourage girls to reinvent the superhero myth by creating their own empowering stories. 3) Third, the designers set out to create a toy that is super fun to play with and collect.