Amin Aaser
Author and storyteller behind Noor Kids. Former finance professional turned identity-development researcher.
About Noor Kids
Helping busy Muslim parents raise children who love Islam.
Noor Kids brings together research on how children form their identity, guidance from Islamic scholars and the craft of great storytelling.
Since 2012
A decade of stories that stay with children
250000+
families reached
56
countries
36
character-building themes
200+
stories published
Our mission
From Jakarta to Jacksonville, our mission is to help busy parents raise confident Muslims who build a better world.
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Character
Islam lives in how children act: honest, kind and patient, even when no one is watching.
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Citizenship
Islam calls children to serve their neighbors, their community and the world.
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Beliefs
Children are inspired to believe through friendship with our Creator, and not just forced to obey out of fear.
Our values
What guides everything we make
Kid-focused
The mind of a child is where change begins. By age nine, much of a child's lifelong identity has formed, so early education is where we invest.
Faith-forward
For some, to be Muslim is to pray. For us that's the beginning of a path to solving our world's greatest struggles, from global warming to racial inequity to moral decay.
Evidence-based
Children are a family's most valuable investment, more than a house or a career, and they deserve better than willy-nilly solutions. So we build on evidence.
Knowledge-seeking
We don't know all of the answers, so qualified scholars and institutions advise our work, and we keep learning from every family we serve.
Fun-loving
We do important work, so important that we hold ourselves to the highest standard of fun. (Yes, you read that right.) Seriously, fun.
Our method
S.I.R.A.T.: five ideas behind every story
Sirat means path. Our method grew out of research on how children form their identity, and it shapes every book, class and event we make.
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Storytelling
Children learn best through stories they love. Each Noor Kids story follows Amin, Shireen, Asad or Amira through a real problem children face, such as honesty, patience or friendship, and resolves it through an Islamic lens.
The research
Positive-modeling stories that address real-world problems are a proven medium for teaching character, citizenship and belief, and they improve engagement and retention.
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Identity curriculum
Nothing we publish is random. Every story maps to a framework of 36 themes covering Islamic character, citizenship and belief, so children build a complete foundation month by month.
The research
Much of a child’s lifelong identity is shaped by around eight years of age, which makes the early years the moment to invest.
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Role models
Children need to see people like them. Our characters, along with the scholars, artists and poets who join our programs, show what it looks like to be a confident Muslim in North America.
The research
Real and imaginary role models children can relate to help them build a constructive, confident identity.
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Adult engagement
Parents are a child’s first teachers. Every book includes a Parent’s Guide and discussion prompts so families can continue the conversation at home.
The research
Most parents are not equipped to talk with children about faith; structured tools make those conversations possible.
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Thinking critically
We want children to understand why they believe, not only what. Through tafakkur, reflective thinking, every story ends with questions that invite children to reason and reflect.
The research
Critical thinking allows children to build belief that is their own and that lasts.
Our team
Educators, storytellers and parents
We work alongside Islamic scholars and early-childhood experts to make every story count.
Mohammed Aaser
Sana Aaser
Educational researcher in identity formation and child development, shaping the Noor Kids curriculum since 2013.
Shireen Momin
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