The luzzu fishing boat and the pastizz are two of the most recognisable symbols of Malta. Now, Maltese startup Memory Pals has launched a crowdfunding campaign on Zaar to turn these iconic heritage items into something children and families can hold, learn from and keep.

Malta is rich in history, wildlife and tradition - yet much of what fills the gift shops fails to tell the stories behind it. Memory Pals Founder James Mamo, fuelled by his frustration with the souvenir shelf, set out to make collectible plush products that do more. Each premium piece in the Memory Pals collection is inspired by an element of Maltese heritage to encourage curiosity and offer connection with the island's culture for locals, tourists and Maltese communities around the world.

The brand's first three characters - the Merill (Malta's national bird), Ballotra (Maltese weasel) and Gremxula (Maltese lizard) - are already available via the brand's website, at select stationery shops and through attractions including BirdPark Malta. Each plush comes with a booklet and a QR code that opens an interactive storytelling experience on the Memory Pals website.

Through the Zaar crowdfunding campaign, James hopes to raise €15,000 to add the Luzzu plush and Pastizz plush keychain to the growing Memory Pals family - products already in development and set for manufacture if the funding goal is achieved.

"I work in the technology sector, but I've always had the desire to build something that could create a positive impact and give children a fun way to engage with Maltese culture," says James. "Long-term, I plan to expand this further by creating these stories as physical books, allowing children to enjoy the characters and adventures beyond the soft toy itself."

Funds raised will cover product development and prototyping, manufacturing, safety testing to European standards, packaging, logistics and the educational storytelling materials that set Memory Pals apart. Any additional funds beyond the funding goal may also support increased production quantities, the development of new characters, expansion of content, and other Maltese-themed products.

Memory Pals character and product designs are protected through intellectual property registration - so supporters can be sure they are backing genuine, original creations.

Backers can choose from several reward tiers, according to the amount they pledge. These include access to Memory Pals Story Reading (digital stories), existing plush characters, early access to the Luzzu and Pastizz keychain, discounts on Memory Pals purchases, and special 'Founder Supporter' recognition that provides free child entry to Arka ta' Noè animal park. With the crowdfunding campaign open on Zaar until 20 July, every pledge brings these two Maltese icons a step closer to production.

"Success for us is not only about selling products, but creating meaningful connections, preserving stories and helping the next generation appreciate the things that make Malta unique," adds James. "We want Memory Pals to become a brand that children grow up with and remember."

To back the campaign, visit https://zaar.com.mt/projects/memory-pals.