THE 99 - Characters

Real Name: Dayana Samsudin
Home Country: Malaysia
Age: 19
Height: 165.1 cm
Weight: 49.4 kg
Eye Color: Brown
Hair Color: Black
Base of Operation: THE 99 Steps Foundation, Seville, Spain
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Endemol And Teshkeel To Co-produce Children's Animation

November 25, 2008
Endemol and Teshkeel to co-produce children’s animation serie sbased on popular comic books, THE 99

Endemol has partnered with Kuwait-based publishing group Teshkeel Media to bring to life a new animated series based on its popular superhero comic books, THE 99.

THE 99 comic book series launched in 2006 and is illustrated and scripted by former and current Marvel and DC Comics writers and artists whose credits include X-Men, Spider-Man, Superman, Iron Man, Batman and Power Rangers. The comics have been endorsed by global leaders and the international media – FORBES recently identified THE 99 as being one of the “Top 20 Trends Sweeping the Globe”. It is regarded as a valuable initiative to promote positive and entertaining role models for young people. The comics are distributed widely throughout the middle East, South Asia and Indonesia and THE 99 will soon make its debut on millions of water bottles licensed by Nestle Waters. Further, the first of six THE 99 Village theme parks is due to open in Kuwait in early 2009.

THE99 animated series will follow the adventures of the comic’s superhero characters who must work together to maximize their powers. Each member of THE99 embody one of 99 global values such as wisdom, mercy, strength or faithfulness and hail from 99 different countries on seven continents. For example, Jabbar is a Hulk-like figure of enormous strength; Noora has power over light; and Darr is the inflicter (and reliever) of pain.

According to legend 99 gems of power, which were scattered across the earth hundreds of years ago, now empower a select few with superhuman abilities. These lost ‘Noor Stones’ are storehouses for the knowledge of Dar Al-Hikma, the largest library in the great city of Baghdad.Dr. Ramzi Razem has made it his mission to search for these gems and those who bear them. If he succeeds, humanity may once again be able to usher in an ageof peace and prosperity. His years of searching proved futile until now. Todaythe light begins to shine, bringing the promise and power of THE 99 to the children of the world.

Marco Bassetti, Chief Operating Officer of Endemol Group, said: “We are looking forward to partnering with Teshkeel to bring to life this popular comic book series, which has been well received in the Middle East, South Asia and Indonesia. The comic has captured the imaginations of young people and we hope to achieve equal success internationally with the animated series.”

Dr Naif Al Mutawa, Founder & CEO of Teshkeel Media and creator of THE 99,said: “It’s rare that an idea born of a social premise can become even more successful as a business. But when THE 99 comics premiered to the acclaim of the worldwide media and the delight of the children they were created to entertain, that is just what happened.

Bringing THE 99 to homes around the world through its animated stories will fully implement the power of an idea whose time has come. And doing this in partnership with Endemol, a true world leader in worldwide syndicated television, will ensure our success.”

Production for the series will be overseen by Endemol UK,with animation to be completed in Indiaand post production in the UK.Endemol International will have worldwide TV, online, mobile and DVD distribution rights to the original property.

For more information:

Peter Krenn
Tel:+31 (0) 35 53 994 37
Debra Johnson ( ) or
Mary Jones (
Taylor Herring PR
+44(0) 208 206 5151


Dr.Naif Al-Mutawa is the founder and CEO of Teshkeel Media Group. A PhD in clinical psychology, Al-Mutawa has had extensive clinical experience working with former prisoners of war in Kuwaitas well as the Survivors of Political Torture unit of BellevueHospital in New York City. His direct contact with the horrors of prisons in the third world and with people tortured because of the irreligious and political beliefs, led to him writing a children’s book that won a UNESCO prize for literature in the service of tolerance and to the subsequent creation of THE 99.


Endemol International is the worldwide sales and licensing arm of Endemol a global leader in entertainment programming. The company produces premium content for the world’s major broadcasters and digital media platforms, creating entertainment that plays across TV,online and mobile.

Endemol comprises an international network of companies that spans 25 countries on five continents including the USA,the UK, Spain, Italy,France, Germany and the Netherlands,as well as Latin America, India,South Africa and Australia.

The company’s creative teams around the world are continuously developing new entertainment properties that are shared across the Endemol network. Endemol currently has a growing library of over 2400 titles covering all genres.

Endemol is owned by a consortium consisting of Goldman Sachs Capital Partners, Mediaset Group and Cyrte Group. For more information, please visit


Teshkeel Media Group, KSC ( is one of the Middle East's leading developers of comic books, magazines, and other forms of children's entertainment. Based in Kuwait,and with offices in New York,the company's mission is to provide positive, high-quality children's content in the region, including in print, electronic media, film, and television.Teshkeel develops its own original properties, including THE 99(, an award-winning original superhero comic series based on regional culture and history.

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