Now that's a terrific idea! Like the video says, most female action figures are not made for females; they're made for weird losers like us. So why should we expect the figures to appeal to girls the way they appeal to boys? This project (which, by the time we found it today, was already about 300% funded with weeks to go) aims to fix that by designing new, more realistic women.
The toys are 4" scale, and yet price out to only about $10 apiece - the same thing you'd pay for a similarly sized toy you picked up off the shelf. And judging from the video, the designs look quite cracking! Bright colors, cool armor, more articulation than Mattel dares dream about... and a social conscience that isn't overbearing or self-congratulatory? What could be better!
The only downside is that you can't pick which of the Elementals you get when ordering individual ones - so work around that by getting the full set of seven!