IAmElemental created the first female action figures designed specifically for girls (and boys!). The company's strong, healthy female figures boast forward-thinking design and engineering, and invite kids to develop their character by playing with “The Elements of Power.” Founded in 2013, the company’s Series #1/Courage launched via Kickstarter, made TIME’s 2014 Top Invention and Top Toy lists, and was a 2017 TIA Toy of the Year finalist. STEM-inspired Series #2/Wisdom is a 2018 Toy of the Year finalist. The company is partnering with The Jim Henson Company to develop an animated children’s television series starring its figures. Play with power!