Full disclosure: I was a backer for the Kickstarter campaign that launched this project. I am a very small cog in the machine, a very (very) tiny investor, but an investor nonetheless.
This review was previously published, and here in abridged/adapted form. Full review with photos here: http://plasticheroines.blogspot.com/2015/05/i-am-elemental-action-figures-review.html
The seven 4-inch action figures, have slender but realistic female bodies (no impossibly tiny waists, no porn star boobs), in bright colors that suggest feminine without being pastel pink and sugary. They are wearing, for the most part, identical pewter-colored uniforms (Fear's is more gunmetal than pewter, just a shade darker), with variations in their boots or shinguards, and gloves or wristguards. Their armor coordinates with an "undershirt" -- Honesty's teal wings coordinate with her boots, bracers and undershirt. They are all wearing black domino masks to hide their true identities. Each heroine has her own unique hairstyle, which is one of the few distinguishing characteristics. Each has accessories that can be swapped interchangeably with the others. They are not "flesh-colored" -- not any race -- instead, they are orange, red, dark pink, and purple. However, their faces do have narrow Caucasian features, with small noses and not-too-generous lips.
Two of the accessories make the figures a little back-heavy; Honesty's wings and Persistence's cape tend to make them a little off-balance, but considering the issues I've had trying to balance the massive hair and ...chest... of some of my other figures, a cape is no problem.
Each of the figures also came with a shield that doubles as a charm that can be worn on a silicone bracelet (included) and two trading cards. Collecting all the cards reveals a message when they're arranged in the right order. Interestingly, Industry and Enthusiasm have hands molded to hold the shield in their left hands, while the other four have hands molded to hold the shield in their right. Fear alone has a weapon, a hand-held snake-looking thing that matches her spaulders, so she can't use her shield and the weapon simultaneously.
The figures have 9 points of articulation: head (swivels, limited up/down movement), shoulders (rotate and bend), elbows (rotate and bend), hips (somewhat limited rotation), and knees (rotate and bend). I won't criticize the limited hip rotation because the trade-off there is that when she sits, her legs don't splay open. (That was a deliberate design decision, according to what I've read in interviews with the women who launched this.) And while it would be nice to have some wrist or ankle articulation, these are only 4-inch figures, intended for children (who are going to play with them), and wrist and ankle joints at that size are going to break. As it is, the arms on these figures feel really slim, not so much proportionally, but in my hands -- but I am not their target play group.
So reasonably flexible, able to stand up, but not able to stand in a lot of "action" poses -- that's where the ankle articulation would be awesome -- but once again, these are toys, they're meant to be played with, not posed and admired. The girls who receive these are going to have adventures with them (I hope), not stand them up and take a bunch of photos. (That's for weird grownups to do...)
I'd like to see more variation in the faces, more ethnic variation specifically. The bodies are fine. We want to promote health and realistic bodies, and these action figures have healthy-looking bodies, and tooling is expensive! BUT those faces are small, making variant faces would (I think, I don't know) be less costly than making a lot of variant bodies. Faces that have rounder features, wider noses, more generous mouths -- because not every girl has that narrow Western European profile.
A few "cons": When I took Fear out of the package, the top of her helmet was off, and I initially thought this was so her shoulder armor could come off, but I realized that it was because there was a slight flaw in the molding of the helmet piece; the hole is too large for it to fit snugly on the peg on her head. I used a small dot of E6000 glue and it's fixed.
I'd also like the both hands to be able to hold the shield, since typically a shield is held in the non-dominant hand while the dominant hand holds a weapon, and most people are right-handed. As it's molded right now, the hand that isn't intended to hold the shield can't really hold anything, it's basically a relaxed open hand. The last con, and it's nitpicky, is the metallic paint. It's going to scratch. I do like the look of it because it looks like armor, but it's not going to hold up very well to play.
Truly, my complaints, such as they are, are miniscule. I think these action figures are tremendous. I wish I had had them when I was a girl. I wish my daughter had had them when she was small. I wish every parent of a young daughter sees these and gets them for her to play and dream and imagine... One of the slogans of IAmElemental is, "If you give a girl a different toy, she will tell a different story.™" That's an exciting idea, isn't it?
Series #2, Wisdom, is out now, and I have every intention of obtaining them. These are terrific little figures, and the thoughtfulness that goes into them and their accessories is amazing. The Lunchbox set was what I backed for the Kickstarter, and it's what I'll buy from their website for the Wisdom series.