[Interview] Amin Aaser on what inspired him to create Noor Kids: America’s fastest growing Islamic children’s book series
“A light for little Muslims”, Noor Kids is an insightful, innovative and fast-growing Islamic children’s book series created by brothers Amin and Mohammed Aaser. From growing up in North America and losing confidence in his own Islamic identity, Amin was inspired to ensure that the next generation of young Muslims grow up with confidence, inspiration and quality Islamic entertainment. Through its engaging and relatable content, colorful characters and quality design, Noor Kids is now the fastest growing Islamic children’s book series in America, and appeals to young people and their parents because of its universal themes and messages.
Meet Amin from Noor Kids and find out which events inspired him to create Noor Kids, what challenges the Muslim youth might face today, and how Noor Kids will help Muslims re-engage with their Islamic identities.
Can you tell us a bit about yourself?
The community that I grew up in Minneapolis, MN was monolithic. I was one of the few non-white, non-Christian people in my school. Poorly equipped to deal with such an environment, I began to feel weird among my peers. After September 11th, this feeling transformed into something much worse: shame. Time and again, I felt lowly in front of peers because of the faith in my heart. This experience forced me to reflect on faith, establish my belief, and reclaim my identity.
After college, I had a great career working with some of the world’s largest businesses, 3M, Target, General Mills, and Cargill, in finance, marketing, and operations. However, my passion for identity and faith forced me to reconsider by career path. I’ve recently left my career to study faith-based social enterprises at Berkeley.
Why did you create Noor Kids? How did you create it?
We wanted to solve a problem: how can we make sure that little Muslims, growing up in a challenging environment, still maintain confidence in their religious identity? This has much to do with my personal story above… I wanted to ensure that other children don’t experience the same situation that I had.
After researching at Harvard University, we discovered three key items: (a) role models, (b) parents, and (c) critical thinking.
(a) Role Models: In order for kids to feel normal and build a constructive identity, they must have role models. One form of role model is a character – like Dora the Explorer. These role models help children develop a constructive identity. Further, when kids see themselves in the media that they consume, they feel normal – as if they are just like everybody else.
“My passion for identity and faith forced me to reconsider by career path. I’ve recently left my career to study faith-based social enterprises at Berkeley.”