Momentum growing in Islamic edutainment market as sales soar ahead of haj

Top left: Salam Sisters by Zileej, Photo courtesy Zileej; Top right: Variety of Islamic board games on display for sale at Kinokuniya Bookstore in Dubai in July 2018, SALAAM GATEWAY/Emmy Abdul Alim; Bottom left: Shade 7 Publishing's The Story of the Elephant being read by a young girl, Photo courtesy Shade 7 Publishing; Bottom right: Saudi boy holding a mobile phone, GETTY/Jasmin Merdan

Demand for haj-themed games, books and apps is at one of its highest levels leading up to the annual pilgrimage and year-round the Islamic edutainment market is growing.

With the haj 2018 season in full swing, Islamic edutainment businesses are experiencing a surge in sales as people buy more of their products—both haj-related and general Islamic—to gift family and friends.

“Haj-themed books and games are most popular during the weeks leading up to haj, as it is a great way to teach kids about the haj journey,” Aaqila Mahomedy, founder of South Africa-based Deen District, told Salaam Gateway. Her company is an online store that carries educational Islamic books, games and toys.