The 99 Expands Global Reach

The creator of The 99, Dr. Naif Al-Mutawa, talks to TV Kids Weekly about the property’s move to television.

The world’s first superheroes based on Islamic culture and society, The 99, are headed to the TV screen, courtesy of Endemol and Kuwait-based publishing group Teshkeel Media. Featured in monthly comic books from Teshkeel Comics, the story follows the adventures of a group of superhero characters who must work together to maximize their powers; each member embodies one of 99 global values—such as wisdom, mercy, strength or faithfulness—and hail from 99 different countries on seven continents. The animated series has been produced in full 3D CGI, and is part of the launch lineup of The Hub, which made its U.S. debut this weekend. Dr. Naif Al-Mutawa, the creator of The 99 and CEO of Teshkeel Media, talks to TV Kids Weekly about his inspiration for the show’s concept and the importance it serves in presenting Islamic culture to mainstream audiences.

TV KIDS: How did The 99 come about?
AL-MUTAWA: As the father of five boys, I have long been a major player in the licensing industry. From Barney toothpaste to Power Rangers masks to Scooby snacks, it sometimes felt like I was saving up for the next light saber instead of my kids’ college tuition. It was fascinating to watch my boys learn from animation. Perhaps the most poignant example was my eldest son, who at age 7 was so well versed in Egyptology that I was getting pretty impressed with his school curriculum. But when I took him to Egypt and he asked to see Yu-Gi-Oh! at the pyramids, I found it was the Japanese cartoon that had taught my son those elements of Arab culture.

As my sons were learning vicariously what television was programming them to learn, so was I. As a psychologist and businessman I thought, What better way to influence our future culture than by animated characters. And this got me thinking and ultimately hatched a plan to mainstream the positive elements within my own culture that are shared with the rest of humanity.

TV KIDS: How are you translating it into a television series?
AL-MUTAWA: The 99 animated series uses a lot of elements from the story lines in the comic books and a lot of elements that are not. The comic series is the springboard. The big picture themes of diversity, tolerance, respect, multiculturalism (and action packed adventure!) are as wonderfully represented in the animated series as they are in the comic books. I could not be more delighted with the outcome and the chance I’ve had to work with some of the best writers in the business. The comics were intended for an older audience but our writers were immensely skillful in translating the comic books into a family hour program that will entertain and enthrall kids (and adults!) of all ages.

TV KIDS: How important was it for you to get into the U.S. market, with The Hub?
AL-MUTAWA: It was a validation on many fronts. The CEO of The Hub, Margaret Loesch, was an early mentor to me. I met her several years ago and she was generous with her time when I needed advice and was just starting out. She was one of three people I turned to when Endemol approached us to co-produce the series. She followed our development closely and when she became the CEO of The Hub it was serendipitous. The fact that we are to be aired in the United States is a coup. But the fact that it is on The Hub has a special meaning for me.

TV KIDS: How do you think U.S. viewers will respond to the series?
AL-MUTAWA: I think that U.S. viewers will respond to the series the same way that viewers all over the world will. They will love the story lines. They will be amazed by the quality of the production. And they will schedule their lives around the next installment! It is first-rate action-packed adventure, written in Hollywood and animated in HD/3D CGI by Sanraa in Chennai India. It’s truly appointment TV for the entire family.

TV KIDS: Tell us about your partnership with Endemol.
AL-MUTAWA: The relationship with Endemol literally dropped out of the sky. Subniv Babuta, a freelance television producer, was visiting a friend in Egypt when his friend’s son pulled some comics he was reading from under his bed. The comics were The 99. Subniv introduced himself to us via email inquiring about the animation rights to The 99. I told him I would only be interested in partnering with someone if there were distribution attached. Next thing you know he showed up on our Kuwait doorstep with behemoth Endemol in tow. I was both flattered and confused. I knew enough about the business to know that animation was not Endemol’s sweet spot. Nor were they known for producing shows they didn’t own. So I reached out to one of my mentors who explained to me that Endemol’s then new CEO, Ynon Kreiz, used to run Fox Kids in Europe and that if anyone understood kids’ programming it was him. And the rest as they say is history. We have had an incredible relationship.

TV KIDS: What other projects is Teshkeel Media Group working on?
AL-MUTAWA: I am excited to say that we have extended our agreement with Endemol to three seasons of the animated series. We are presently in the writing phase of season two. I am incredibly excited about the quality of the story lines and the technology of the animation. We are presently in the throws of entertaining various licensing proposals and in talks with interested parties about extending The 99 into film.

TV KIDS: How do you think the show can change people’s impressions about a culture and religion that a lot of people don’t understand?
AL-MUTAWA: It is how people tell their stories that say a lot about who they are. If we tell a story that simply roots us in our past we’ll be seen like Al Bundy from Married… With Children who keeps telling us about his glory days in high school even though he is now a shoe salesman in his 50s. My culture has become an Al Bundy of sorts. We need new cultural icons that do not disappoint our children. Instead of a shoe salesman who can’t stop talking about his childhood, those icons need to be rooted in a common denominator that brings all human beings together. The 99 are those icons. They get their powers from our past and have a clear focus on the future. They are from 99 countries and work with each other in mutual respect and admiration. That’s what the world needs and that’s what The 99 has.

To watch a clip of The 99 please click here.