When asked to interview a successful businessman, comic book creator, two images come to mind: he’s either going to be Mr. MBA or an arrested adolescent. Yes, it is stereotyping. No, it isn’t fair. In the case of Kuwaiti-born Dr. Naif Al Mutawa, it also isn’t true – despite the MBA. He is a psychologist, a writer, and a passionate man with several missions. The 99 is a comic book created by Al Mutawa and published in Arabic and English by Teshkeel Comics, part of the Teshkeel Media Group founded by Al Mutawa. Based in Kuwait, Teshkeel Comics also publishes Archie Comics, DC Comics and Marvel Comics. Al Mutawa won’t disclose the financials behind the licensing deal.
“The stories in The 99 are compelling, full of action and movement. The characters are developed and readers can relate to them. No one character is all powerful. Instead each has a strength that can be combined with others to create a powerful unit. As a result, it’s easy for kids to think that maybe they could be one of The 99. I think this is an important part of keeping the story interesting to young readers,” says the thirty-seven-year-old owner of the Middle East’s most popular and innovative comic strip creation.
Launched with an initial investment of approximately seven million USD and a subsequent investment of 25 million USD, The 99 is already a recognised and lucrative entity in the world of comics. It entered the US market and immediately made its way into the top 200. Moreover, a Spanish company has signed a licensing agreement to produce a line of back-to-school products for sale in Spain and Portugal. Newspapers in heavily populated Muslim countries such as France, Indonesia, and Malaysia are on an international list of papers publishing weekly storylines.
Licensing is the path Al Mutawa has taken to generate revenue. “About ten years ago, Marvel was broke because it took all the licensing for the toys, the paraphernalia, and the apparel and so on. Today, because 80 per cent of what they do is licensing, they are a 40 billion dollar company with only 100 employees. That’s the model for The 99,” explains Al Mutawa. Al Tashkeel Media Group makes about six per cent to eight per cent on the cover price in Indonesia for instance where the circulation reaches up to 30,000 copies.
Teshkeel Comics is in serious discussions with a toy manufacturer, a children’s clothing company, a theme park designer/builder, and one of the world’s leading animation distribution companies. Al Mutawa is cautiously predicting that an animated series will be launched during Ramadan 2009 having been approached by two interested parties.
According to the storyline, when the Mongols sacked Baghdad in 1258 AD, an Alchemist created a solution that absorbed all the information in Dar al-Hikma or House of wisdom. The solution solidified into 99 Noor Stones, each capable of bringing out superpowers hidden in certain individuals. “The 99 takes children back to the renaissance of Islam, to a time of multiculturalism and learning. Dar al-Hikma was the intellectual centre of the era and held books on science, HYPERLINK "http://en.wikipedia.org/wiki/Astrology" \o "Astrology" astrology, HYPERLINK "http://en.wikipedia.org/wiki/Mathematics" \o "Mathematics" mathematics, HYPERLINK "http://en.wikipedia.org/wiki/Agriculture" \o "Agriculture" agriculture, HYPERLINK "http://en.wikipedia.org/wiki/Medicine" \o "Medicine" medicine, and HYPERLINK "http://en.wikipedia.org/wiki/Philosophy" \o "Philosophy" philosophy, everything. It held and protected immense knowledge. This is our past and we’re on the verge of losing it. The 99 brings that to the present,” he explains.
The story centres on three individuals. Dr. Ramzi Razem, who may or may not be modeled after Al Mutawa, is the pivotal character. He has no supernatural powers, just an ability to help those possessing a Noor Stone to use it wisely. Rughal is Dr. Ramzi’s nemesis, a 500-year-old energy force who wants to use the stones to rule the world. Noora, a young Emirati woman, is the first character introduced who actually has a Noor Stone. Her stone gives her the power to manipulate light, create holograms, and see the ‘Light of Truth’ in others. Characters, each based on one of the attributes of Allah, are introduced on a regular basis. At present there are 16, including Raqib the Watcher, Jabbar the Powerful, Darr the Afflicter, and Fatah the Opener. A smart move. The succession of character creations ensures longevity and continuity, two main principles of any commercial venture based on gathering a large and engaged readership. This almost makes it fail-proof. Quite predictably 50 per cent of the market is in KSA while the other half is composed of the GCC, the Levant and Egypt.
Equally integral to the commercial success of the comic is its western-inspired superhero artwork. The visual appeal of each issue is so compelling; it is obvious that Al Mutawa is delivering on his commitment to his investors – including Unicorn Investment Bank who bought 30 per cent of the company for 25 million USD – that The 99 wouldn’t be “another sixth world production,” as he points out. Adding credibility to the comic strip are its top tier contributors: writers, pencillers and colourists who all work on such classics as Superman and The Hulk. Al Mutawa estimates that each comic page can cost up to 1,200 USD to create with each magazine being between 24 to 48 pages. Monthly print-runs include 15,000 English editions and 15,000 Arabic editions.
Another surefire sign of The 99’s success is its regional feel. Superheroes – save possibly for the female comical characters of Freej – are quintessentially American. These storylines are heavily influenced by Islamic values that still manage to transcend religious divides, “When we see things happening that we don’t like, we have two choices: to stand back and do nothing or take action. This [The 99] is what I do. This is my Islam.”
And then, it is also available in Arabic, “There is a disconnect between the Arabic that is taught in schools and Arabic that is interesting,” says Al Mutawa, “for that reason, kids often find English more fun to read. We make a concerted effort to keep the Arabic in The 99 fun. The language is classical and still friendly and smooth. Readers actually enjoy the words and the flow, not just the story, and I’m very happy about that.”
Given the personal missions of telling a good story in a fashion that persuades young people to read and encourages everyone to remember the overwhelmingly positive aspects of Islam, Al Mutawa’s answer when asked to name the biggest challenge facing him in producing The 99 is aptly succinct, “Being edgy without being sexy; being compelling without being censored; being fun without upsetting those who prefer dull.” Readers, young and old, know how well he’s managing to do that.
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