In 1987 Ayman Sawaf started exploring the idea that emotions can be learned and coined the term Emotional Literacy. He created Enchanté Entertainment, known now as KidsEQ, a children’s multi-media company whose mission is to promote Social and Emotional Learning at home and in schools. Enchanté published a 21–book series on Emotional Literacy and a 6–book series on the magic of color. Enchanté and its affiliates also created, produced and released two award-winning feature films and three television series for children. These were created in conjunction with media partners SONY, Warner Brothers, and HBO, along with producers Norman Lear, actress Shelly Duvall, and former Disney animator Jim George. In 2019, KidsEQ assets have been contributed to the non profit Feel.org. Feel.org is launching a series of campaigns with the purpose of creating awareness for Emotional Literacy as the key to conscious parenting. KidsEQ and feel are looking for a managing partner to replace Ayman Sawaf who is staying on as an international ambassador for Emotional Literacy.