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Abu Dhabi, UAETuesday 19 June 2018

Arabic children's app Lamsa to launch Zayed character for 'Year of Zayed' 

In the app, the character will be seen as a young Emirati boy with innovative interactive stories and games around the life of Sheikh Zayed

Badr Ward, CEO of Lamsa. Courtesy Lamsa
Badr Ward, CEO of Lamsa. Courtesy Lamsa

In honour of 2018 being named “The Year of Zayed”, Edutainment app Lamsa is set to unveil a new character it has named Zayed.

In the app, the character will be seen as a young Emirati boy with innovative interactive stories and games themed around the life of the UAE's founding father, Sheikh Zayed.

His appearance and features will reflect his Emirati heritage, while his personality will showcase the aspirational morals and behaviour Sheikh Zayed was known for.

“The character creation will take place throughout the year so that we can convey the richness of the past spirit, and inspire our children with a bright future where values and morals are the building blocks,” says Badr Ward, the founder and chief executive of Lamsa.

“Lamsa will focus on its strength to continuously ensure a captivating and fascinating experience for children, in a world of learning and digital entertainment encompassing creative thinking and interactive technology.”

Based at twofour54 in Abu Dhabi, the Arabic children’s and family app has been downloaded more than 10 million times.

The platform for Lamsa is built around an educational framework for children, and the new games and content pieces will echo the ‘Moral Education’ syllabus that is being introduced to schools in the UAE next year.

Lamsa will partner with Haykal Media to create Zayed and define his role.

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“Education and morals were always considered a priority by Sheikh Zayed as building blocks for this country, and till this day the Emirates works towards these principles and values. So we are glad that we can play a role in continuing the legacy of the founding father,” admits Amar Haykal, General Manager of Haykal Media.

"The Year of Zayed" in 2018 will commemorate Sheikh Zayed Bin Sultan Al Nahyan’s unique personality, accomplishments and the fundamental role he played in setting the foundations of the UAE.