Initially they envisioned traditional superheroes, but quickly realized that real heroes were already among them – the IDF soldiers defending the country.
By Hezy Laing
In the wake of the October 7th Hamas massacre of Israeli border communities, Elad Stefansky found himself grappling with a painful question – how could he restore his children’s shaken sense of security?
Alongside his brother Yarden, the 46-year-old advertising professional began sketching an idea that would soon become a national symbol of resilience—action figures modeled after IDF soldiers.
The brothers, both called to reserve duty just ten days after the attacks, used their limited downtime to launch Giborei Israel (Heroes of Israel).
Initially, they envisioned traditional superheroes—capes, giant Stars of David—but quickly realized that the real heroes were already among them: the soldiers defending their country.
Inspired by the legacy of G.I. Joe, which emerged during World War II to boost American morale, Yarden, a comic book enthusiast, helped shape the concept into something uniquely Israeli.
By December 2023, they had finalized designs and sent them to a manufacturer in China—the same one that produces toys for Marvel.
The result was a line of seven six-inch action figures, each representing a fictional persona based on real IDF units.
The lineup includes a Druze paratrooper, an Ethiopian-Israeli ranger, and two female servicewomen.
Priced between $35 and $60, the toys are aimed at children and have already sold over 6,000 units, with some models marked as sold out on their website, which ships to Israel and the United States.
The response has been overwhelmingly positive, especially from the U.S. Jewish community, where rising antisemitism has created a renewed desire to instill pride and security in younger generations.
Families of fallen soldiers have even approached the company to request custom figures in honor of their loved ones, prompting Giborei Israel to launch its first fundraising
Yet the project hasn’t escaped controversy. Pro-Palestinian activists have criticized the toys, with one viral video showing a figure being set on fire and shared widely on Telegram.
In a time of uncertainty, Giborei Israel offers more than toys—it offers a narrative of courage, unity, and hope.
