A decade on, Noor Kids is on an upward trajectory
The Islamic-themed programme has grown dramatically since launching in 2012 with its shows now watched in 52 countries and its books selling in the thousands.
Noor Kids is the brainchild of Amin G. Aaser. Raised in Minnesota in the northern USA, Aaser struggled at school with his family’s Muslim identity in a majority white town. Becoming a parent triggered thoughts on how to raise children in the US with Islamic values.
Aaser quit his job in venture capital and started researching children’s education and psychology at the universities of Berkeley and Harvard, focusing on identity formation and character development.
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