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Today, this sponsorship stands as one of the most enduring and influential partnerships within the cultural landscape of the UAE and the broader Arab world. Over the past fifteen years, the prize has grown into an international literary platform, celebrating the most distinguished Arab talents in writing, illustration, and artistic direction for children and young adults. It has played a pivotal role in extending the global reach of Arabic children’s literature, offering authors, illustrators, and publishers a compelling incentive to create high-quality works that align with international standards. In doing so, it has also helped shape a more professional and structured children’s publishing sector, fostering a competitive environment that consistently brings forth exceptional talent with every new edition.
Since its inception, the prize has sought to bridge the gap in Arabic children's literature by addressing key deficiencies in content, narrative style, illustration, and production quality. The sustained support of e& has been instrumental in establishing a professional framework for the prize — reflected in the diversification of award categories, an increase in monetary value, and the launch of complementary training initiatives such as the “Warsha” program. These combined efforts have led to a marked improvement in the quality of submissions. Thanks to this continued backing, the number of entries has grown from just 88 books in the inaugural 2010 edition to more than 330 nominations in the 16th edition held in 2024. These figures highlight how the prize has evolved into a true catalyst for the advancement of the Arabic children’s book industry.
Marwa Al Aqroubi, President of the UAEBBY, stated: “The ongoing sponsorship provided by e& since the very first edition has firmly established the prize's stature locally, regionally, and internationally. It has played a vital role in encouraging Arab creatives to develop high-quality content that authentically reflects the Arab child, resonates with their emotions, and strengthens their cultural identity in an ever-changing world.” She emphasized that e& has gone far beyond financial sponsorship, acting as a true partner in shaping the prize’s vision and expanding its global reach.
She added: “In recent editions, we have witnessed remarkable growth in the quality of submissions. The narratives have become more refined, illustration styles more diverse, and we’ve seen a wave of innovative works from Arab publishing houses based in Europe and North America. This clearly reflects the global impact of the prize, which has also helped to build bridges of cultural collaboration between the Arab world and its diaspora. It has provided children of Arab communities abroad with reading material that connects them to their language and heritage—an achievement that would not have been possible without the sustained support of e&.”
e& reaffirms its commitment to supporting the ‘International Prize for Arabic Children’s Literature’, reflecting its broader vision of social responsibility and its continued investment in culture and people.
Mohamed Al Ameemi, Acting General Manager, Northern Emirates, at e& UAE, commented: “We take great pride in having been part of this cultural journey from the very beginning. This prize is more than a tribute to creative talent—it has served as a catalyst for a new era in Arabic children’s publishing. It continues to inspire the creation of literary works that echo the voices and dreams of future generations. At its core, nurturing childhood is one of the most impactful investments we can make to shape a brighter, more inspired future.”
He emphasised: “Our support for this prize stems from a deep belief that culture is the foundation of all sustainable progress. Every Arab child deserves access to literature in their own language—books that reflect their identity, resonate with their environment, and nurture their aspirations. Today, with sixteen years into this partnership, we take great pride in seeing many of the honored works translated into multiple languages and showcased at international book fairs — a clear testament to the lasting value of this investment in the future.”
Among the prize’s most impactful initiatives is the “Warsha” program, launched in 2013 with the direct backing of e&. Designed to nurture a new generation of writers, illustrators, and publishers, the program aspires to elevate Arabic children's literature to global standards. Through professional training workshops led by both regional and international experts, “Warsha” has not only refined creative skills but also fostered a vibrant network of emerging talents who are now shaping the future of Arabic publishing with fresh, compelling voices.
Over the past ten years, hundreds of young participants from across the Arab world have taken part in the program, with several of them later going on to win the prize, underscoring its role in establishing a sustainable creative foundation. Marwa Al Aqroubi noted: “Warsha is not merely a training course, it is a space for inspiration, mentorship, and artistic development. This program has transformed the lives of many young creatives, opening doors to professional opportunities that were once inaccessible in the field of children’s literature. It has also introduced new techniques in writing and illustration that align with the evolving world of digital and interactive publishing.”
With its 17th edition, the prize unveiled a new identity—rebranded as the “International Prize for Arabic Children’s Literature,” presented by e&—to align with its global aspirations. More than a rebrand, this transformation marks a defining chapter in the prize’s journey, signaling its evolution into a truly global cultural platform. It comes at a critical time, when empowering children’s literature as a cornerstone for shaping the cultural identity of future generations has never been more essential.
The new visual identity draws inspiration from the Rolla Tree, which stands at the heart of one of Sharjah’s most iconic landmarks—Al Rolla Square— a historic gathering place where fathers once shared stories and oral traditions. It is a symbol that encapsulates the spirit of the prize: bringing generations together around words, images, and storytelling, and restoring the Arabic narrative to its rightful place in the imagination and memory of the child. The new logo also evokes a deep emotional resonance, strengthening the Arab child’s bond with their cultural heritage and local roots.
Through this renewed identity, the prize seeks to attract more entries from beyond the Arab world, promote translation, and open new avenues of collaboration with international publishers and literary institutions. As Marwa Al Aqroubi remarked: “We want Arabic children’s books to become an integral part of the global literary scene—and for the Arab child to have a voice that resonates in libraries around the world.” The new name represents a declaration of the prize’s maturity and a bold step toward a new phase of institutional and cultural expansion.
The collaboration between the UAEBBY and e& stands as a compelling example of how institutional synergy between the cultural and private sectors can catalyze meaningful, lasting impact, sustainably advancing the Arabic publishing industry. This long-standing sponsorship has enriched Arabic children's literature with high-quality publications, encouraged publishing houses to produce more content for children and young adults, and fostered a vibrant literary market aligned with the aspirations of new generations. It has also strengthened Arab creatives’ confidence in the future of this sector, opening the door to fresh perspectives and innovative storytelling.
As the prize sets its sights on broader global expansion, its partnership with e& emerges as an inspiring model of forward-looking vision, one that anchored in the belief that the words we offer children today are seeds that blossom into thoughtful, creative individuals, confident in themselves and their cultural identity. The ongoing collaboration serves as a vital platform for all those striving to shape a brighter cultural future for children across the Arab world and beyond. Sustainable cultural sponsorship remains a cornerstone in building a knowledge-based community and reaffirms the UAE’s position as a global hub for cultural innovation and intellectual advancement.
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