The creation of a Muslim-themed children’s imprint is likely to further fuel the continuing discussion about diversity in children’s publishing. Salaam Reads is also arriving in the middle of a fractious and polarizing political debate about immigration and racial and religious profiling, when minority groups, and American Muslims in particular, feel they are being targeted.

Ms. Jaffery, 37, had long been bothered by the lack of Muslim characters in children’s literature. But the problem started to feel more acute about three years ago, when she began reading books with her young nieces and nephews. “It was hard not to notice that none of those books really reflected their experience,” she said.

She brought up the idea of seeking out books about Muslims with Justin Chanda, the publisher of Simon & Schuster Books for Young Readers. Rather than just releasing a scattered selection of books, they decided to create a new imprint, and chose the name Salaam, which means peace in Arabic. The books won’t emphasize theology or Islamic doctrine, Mr. Chanda said, but will highlight the experience of being Muslim through their characters and plots.

“We have a chance to provide people with a more nuanced and, in my estimation, a more honest portrayal of the lives of everyday Muslims,” Ms. Jaffery said.

So far, Salaam Reads has acquired four books that will come out in 2017, including “Salam Alaikum,” a picture book based on a song by the British teen pop singer Harris J. Others planned for release next year are “Musa, Moises, Mo and Kevin,” a picture book about four kindergarten friends who learn about one another’s holiday traditions; “The Gauntlet of Blood and Sand” by Karuna Riazi, about a 12-year-old Bangladeshi-American who sets out to save her brother from a supernatural board game, and “Yo Soy Muslim,” a picture book by the poet Mark Gonzales.