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800-274-8282 ext. 3
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Julie Kerwin
Chief Elemental Officer
800-274-8282 ext. 1

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News Releases

IAmElemental Marks Veterans Day With New "Elements of Power Workbook" Featuring Courage & Wisdom Female Superheroes
Proceeds Support United Through Reading, Honor Normandy D-Day Gunner

NEW YORK, Oct. 30, 2018 /PRNewswire/ -- This Veterans Day, IAmElemental, the toy company that pioneered strong, healthy female action figures, debuts a new children's activity book, the Elements of Power Workbook.  All profits from workbooks sold during the month of November will 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.  In addition, on Veterans Day, observed Monday, November 12, all profits from all sales at will benefit the charity. 

Made in the U.S. and printed by a second-generation veteran-owned business in Pennsylvania, the 7"x11" 75-page softcover book retails for $9.99 and is available now exclusively at  This special-edition workbook combines IAmElemental's Courage and Wisdom workbooks, previously available only in Lunchbox Complete Sets, into one book that encourages children to capture their thoughts on Courage and Wisdom, share those thoughts with others, complete the challenges, and more.

"IAmElemental's special-edition Elements of Power Workbook features our award-winning Courage and Wisdom female action figures.  It introduces girls and boys to the positive and powerful messages of the IAmElemental universe, helping them explore character-building concepts and strengthen their own superpowers," said IAmElemental's Chief Elemental Officer Julie Kerwin. 

"IAmElemental's Veterans Day promotion honors my husband's grandfather, who turns 96 years old this November.  Joe is a World War II veteran who served as a gunner on the beaches of Normandy on D-Day and fought in five other battles under General George S. Patton including the Battle of the Bulge.  We are grateful for his exceptional Courage and for that of Veterans everywhere who serve our country," said Kerwin. 

"Because we believe that 'Literacy is the Ultimate Superpower,' IAmElemental is especially thrilled to partner with United Through Reading, an organization that honors veterans like Joe and supports children's literacy.  Their 40 Million Stories campaign gives deployed parents an opportunity to record themselves reading stories aloud for their children back home," Kerwin added.

Founded in 2013 and based in New York City, IAmElemental is a privately held, women-owned small business.  The company is currently in development with The Jim Henson Company on a new animated children's television series based on its popular female action figures.

For more information, visit or call (800) 274-8282.  

About IAmElemental: New York City-based IAmElemental is a privately held toy company creating the first-ever female action figures designed specifically for girls (and boys!).  Founded in 2013, the company conducted a Kickstarter campaign in 2014 which was fully funded in two days, drawing backers from all 50 states and six continents, and was named by TIME Magazine as one of the "25 Best Inventions of 2014" and "Top 10 Toys of 2014."   "If you give a girl a different toy, she will tell a different story"; "Play with power"; "It's character, not characters"; "Shared, everyone's powers grow stronger"; and "We have Superpowers. Want some?" are trademarks of IAmElemental.  For more information, visit, Twitter: @IAmElementalToy, Facebook: IAmElementalToy, Instagram: IAmElementalToy.