In an inspiring mission to bridge heritage and play, Saudi academic Shahd Al-Athel is helping Arab children connect with their culture through the toys and games of her Jawlah Foundation

Founded in 2020, Jawlah was born out of Shahd’s desire to provide children with toys that reflect Arab identity, a concept close to her heart after years of feeling a gap between traditional toys and her own heritage.

Shahd’s journey to this mission began in her own childhood

Growing up in the U.S., she watched her friends engage in traditions that deeply reflected their identities, leaving her yearning for a connection to her own roots. When she moved to Saudi Arabia at age 15, she encountered a rich, vibrant Arab culture for the first time and felt a deep sense of belonging.

Her education and professional experiences would later build on this foundation. She earned her bachelor’s and master’s degrees in early childhood education and educational technology in the U.S. and worked on the culturally diverse “Sesame Street” project before realizing she wanted to create something specifically for Arab children.

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Returning to Saudi Arabia, she joined Saudi Aramco’s entrepreneurship program, Wa’ed, to gain essential startup skills

Inspired by her son’s need for culturally relevant learning tools, Al-Athel decided to launch Jawlah, designing toys that reflect Arab heritage and support cognitive development in young minds.