Harvard Funded Islamic Children’s Books Competing for a Spot on Walmart Shelves

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With the support of thousands of Muslim children and funding by the Harvard Business School, Noor Kids (http://www.noorkids.com/), a new Islamic children’s book series, may be making its way into Walmart stores. The Islamic children's book series is competing in Walmart's 'Get on the Shelf Challenge' and was recently trending as one of the top ten among four thousand products.

Noor Kids logo and characters

Noor Kids characters Shireen, Asad, Amira, and Amin competing to get on Walmart's shelves

In the challenging environment that exists for Muslims in the United States, parents want nothing more than for their children to feel accepted for who they are. That is why Noor Kids exists.

In less than one year, Amin and Mohammed Aaser have turned their Islamic children’s books into a national movement. With the support of thousands of Muslim children across North America and funding by the Harvard Business School, the brothers are getting ready for their most exciting challenge yet – competing to get Noor Kids (http://www.noorkids.com/), a new Islamic children’s book series, onto the shelves at Walmart stores.

“Children need to see themselves in the books they read. And for little Muslims, there is a real void in children’s literature,” said Amin, Co-founder and Author of Noor Kids. He continued, “In the challenging environment that exists for Muslims in the United States, parents want nothing more than for their children to feel accepted for who they are. That is why Noor Kids exists.”

Noor Kids has been presented with an opportunity to distribute its books at Walmart through a program called ‘Get on the Shelf.’ The program allows small businesses, like Noor Kids, to compete for distribution at Walmart stores through creating a short video about their product (http://getontheshelf.com/product/5247/Noor-Kids-Activity-Books). Once submitted, the public is able to vote for products they would like to see in stores.

Of the over 4,000 submissions to the 'Get on the Shelf' campaign, Noor Kids was trending in the top ten for the first week of the competition.

“It’s going to be an exciting challenge, and we’re ready to take it on,” said Mohammed Aaser, Co-founder of Noor Kids. The book series has made inroads within the Muslim community already. Since launching last July, Noor Kids has entered into the homes of over a thousand families in six countries. “We get calls, emails, and posts on our Facebook fan page from moms and dads around the world in support of the work that we are doing,” Mohammed added.

Like many Muslims born and raised in the United States, Amin and Mohammed experienced challenges in maintaining confidence in their religious identity after the tragedies of September 11th, 2001. Amin commented, “I became more cognizant of my environment and how my peers perceived my faith. As a teenager, I wanted nothing more than to ‘fit in’ and being a Muslim certainly didn't help.” While the years after 9/11 for the Minnesota natives were difficult, Amin commented, “These experiences forced me to reflect on my faith. Without which, I would not be the Muslim that I am today.” He now serves as a blogger for the Huffington Post (http://www.huffingtonpost.com/amin-g-aaser/).

The brothers began their business careers at the Carlson School of Management at the University of Minnesota, where they each triple-majored and graduated with honors and distinction. Mohammed went on to complete his MBA at the Harvard Business School, where Noor Kids received initial funding after winning a startup competition with over 80 entrants.

“We have been blessed with unique opportunities and we are focused on using these blessings to make a difference,” said Mohammed. He continued, “We both have full time careers and continue to work on Noor Kids because there is an absolute need for it in our community.” The brothers have ties to the local business community. Amin works on the Corporate Development team for General Mills while Mohammed works out of the Minneapolis office for a global management consulting firm.

“We’re no strangers to challenge. But this time, we’re not facing it alone. We’ve been blessed with a national family of supporters,” commented Amin.

To vote for Noor Kids on Walmart's ‘Get on the Shelf’ challenge visit the Noor Kids ‘Get on the Shelf’ page (http://getontheshelf.com/product/5247/Noor-Kids-Activity-Books) or text ‘5427’ to ‘383838’

To learn more about Noor Kids visit our website (http://www.NoorKids.com), friend us on Facebook (http://www.facebook.com/noorkids) and follow us on twitter (http://www.twitter.com/noorkids).

About Noor Kids
Noor Kids is a Harvard-funded activity book series for little Muslims growing up in North America. In the challenging environment that exists today, Noor Kids seeks to build confidence in our children’s religious identities. Through our four characters – Amin, Shireen, Asad, and Amira – we are looking to engage a new generation of little Muslims with Islamic education, Muslim culture, and American integration. Since launching in July 2011, Noor Kids books have entered into the homes of over 1,000 children in six different countries.

Noor Kids was founded by Amin and Mohammed Aaser. Amin Aaser is Author of the Noor Kids books and currently works in the Corporate Development group for General Mills. He graduated Magna Cum Laude from the Carlson School of Management and also serves on the Executive Committee for the Anjuman-e-Asghari Islamic Center in Brooklyn Park, Minnesota. Mohammed Aaser (http://www.mohammedaaser.com) operates Business Strategy for Noor Kids and currently works full-time at a global management consulting firm. Mohammed received an MBA with Distinction from the Harvard School of Business and graduated Summa Cum Laude from the University of Minnesota, Carlson School of Management.

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