Teshkeel Media Group, KSC, headquartered in Kuwait City, Kuwait, announced earlier this month that it will partner with leading Indonesian publisher Femina Group to license its award-winning comic book series, THE 99, in southeast Asia. The joint effort represents another step in Teshkeel’s stated goal for its flagship title to bring positive entertainment to young readers.

THE 99 is an original superhero property based on Islamic culture and history, which debuted in June 2006. Femina Group will launch the local version of THE 99 at the end of September, in time for the beginning of the Ramadan fasting season.

Under the terms of the agreement, THE 99 will be translated and distributed in bookstores, department stores and newsstands throughout Indonesia and Malaysia.

Dr. Naif Al-Mutawa, creator of THE 99

"Indonesia is the fourth-largest country on Earth in terms of population, and its population is also predominately Muslim, so it is a logical progression from our current operations in the Middle East and North Africa," said Teshkeel CEO Naif Al-Mutawa. "Several companies expressed interest in publishing THE 99 in this territory, but Femina's professionalism and proven success with titles like Reader's Digest and Men's Health convinced us that they were the ideal partner to spread the legend of THE 99 in this key market."

Created by Al-Mutawa, the story of THE 99 begins in the 13th century, as Baghdad is besieged by the army of Hulagu Khan. Guardians work feverishly to salvage the sum knowledge of the  Dar Al-Hikma, a legendary ancient Islamic library, instilling the vast lore into 99 gemstones which, in the generations to come, are scattered throughout the world.

In modern times, Rughal, a centuries-old scholar who knows the secret of the gems, attempts to locate the gemstones and exploit them. Dr. Ramzi Razem hopes to use the power of the gems to benefit mankind.

To challenge Rughal, he gathers a team of heroes based on Islamic culture and history. Reflecting the diversity of the Muslim world, these characters find themselves transformed from into superpowered beings.

Fabian Nicieza, who co-writes the ongoing title, cautions readers not to think of THE 99 as a "Muslim comic book." He explains, “It's really nothing of the sort. It's a comic book featuring Islamic characters, but from all different parts of the world and all different walks of life, no different than the X-Men from Marvel Comics.”

Al-Mutawa points out that none of the characters have a religion. “I think our market will be global, not just Muslim. There is nothing religious about these books. Just as Superman is not only for a Judeo-Christian audience, THE 99 is not for only an Islamic one.”

American audiences can look forward to an official launch Oct. 17, though THE 99 is available now. “We gave away 20,000 copies of Origins. They are in bookstores now,” Al-Mutawa says.  “We are giving away another 20,000 of a second book. Both are 48 page books.” Most American comics are only 22 pages.

At www.the99.org, Al-Mutawa credits comic books for providing him with much needed relief from the real world when he was a child. “(Comics) taught me that truth, justice and friendship were all qualities to be admired.

“Ultimately, it’s about giving our kids something to aspire to, to teach them about the importance of tolerance and diversity,” he says of THE 99. “And of course, to make sure that they have a lot of fun while learning those lessons! We want to make this series every kid’s favourite read.”

Additional plans for expansion include a spin-off title aimed at young girls and a possible animated series. In the meantime, there are a number of merchandising projects in development in Europe and the Middle East, including school supplies and possibly themed restaurants.

Scorn and ridicule? Praise and adulation? E-mail me at philip@comicbookbin.com