Founded in 2021 by award-winning fundraiser Emily Samuels, Annie Mals has been created with one clear objective; to tackle contemporary issues faced by young children around the world through the magic of storytelling.

In every story published Annie Mals, the main character, befriends an array of animals and creatures who need help for particular problems. Annie seeks to find solutions in a way that both informs and inspires our next generation. The series includes much loved characters like Freddie the Jellyfish who recognises the ongoing challenges of polluted oceans, Harper the Hedgehog who tackles the need for us all to show empathy and Brooklyn the Bird who overcomes his phobia.

At Annie Mals we believe children today have the power to redesign their future and the future of the world around us. We hope the Annie Mals brand and its animal friends will help children recognise the person they want to become, and encourage them to take steps in creating that journey for themselves.

Following the publication of the first three books, Annie Mals will be licensing its characters for television animation and short form YouTube content, with toys, clothing and accessories also in the pipeline. 

Annie Mals has already attracted £500k capital from Pembroke Investment Managers in March 2022.

About Emily Samuels (founder)

Emily believes children can turn adversity into positive change and help to create a better world. A mother to two teenage boys Harry and Jack, Emily has turned her own life-changing challenges of severe epilepsy and partial sight into a remarkable call to action by raising millions of pounds for a raft of charities in the UK and overseas.  Emily was part of the Red Sea Pedestrians charity that was presented with the Queen's Award for Voluntary Contributions in 2015.

Annie Mals

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Annie Mals

Org chart

Teams

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