About NewBoy
NewBoy is a Dubai-based toy company founded in 1999. It is best known for creating Fulla, a doll designed for children in the Arab and Muslim world, which became one of the most recognisable toy brands in the region.
Fulla was introduced in the early 2000s as an alternative to Western fashion dolls. She was designed to reflect values and dress that many families in the region felt more comfortable with, often appearing in modest outfits, including an abaya and headscarf, as well as indoor clothing. Her character was presented as caring, respectful and close to family.
The doll became highly popular across the Middle East and in Muslim communities elsewhere. Its success showed that there was strong demand for toys reflecting local culture and identity, rather than only imported characters.
Around the doll, NewBoy developed a wider range of licensed products, including accessories, stationery, school supplies, clothing and other children's items carrying the Fulla brand. Licensing allowed the brand to appear on many products beyond toys.
Toys that reflect local culture can play an important role in children's sense of identity, and educators and parents have discussed the value of characters that resemble children's own families and communities.
NewBoy's products are sold through toy stores, hypermarkets and other retailers across the region, as well as online.
The Middle East toy market is dominated by global brands, which makes a regional character with wide recognition unusual. Fulla's success has been cited as an example of culturally tailored product design.
The UAE, with its large population of young families and role as a regional trade hub, provides a strong base for toy companies serving the wider region.
NewBoy and its Fulla doll are part of the region's consumer history, and Startups UAE lists the company among the UAE's homegrown consumer brands.
Fulla was introduced in the early 2000s as an alternative to Western fashion dolls. She was designed to reflect values and dress that many families in the region felt more comfortable with, often appearing in modest outfits, including an abaya and headscarf, as well as indoor clothing. Her character was presented as caring, respectful and close to family.
The doll became highly popular across the Middle East and in Muslim communities elsewhere. Its success showed that there was strong demand for toys reflecting local culture and identity, rather than only imported characters.
Around the doll, NewBoy developed a wider range of licensed products, including accessories, stationery, school supplies, clothing and other children's items carrying the Fulla brand. Licensing allowed the brand to appear on many products beyond toys.
Toys that reflect local culture can play an important role in children's sense of identity, and educators and parents have discussed the value of characters that resemble children's own families and communities.
NewBoy's products are sold through toy stores, hypermarkets and other retailers across the region, as well as online.
The Middle East toy market is dominated by global brands, which makes a regional character with wide recognition unusual. Fulla's success has been cited as an example of culturally tailored product design.
The UAE, with its large population of young families and role as a regional trade hub, provides a strong base for toy companies serving the wider region.
NewBoy and its Fulla doll are part of the region's consumer history, and Startups UAE lists the company among the UAE's homegrown consumer brands.