Fulla (doll)

Fulla was created by the Syria-based company NewBoy Design Studio and launched in November 2003.{{Cite news |last=Zoepf |first=Katherine |date=2005-09-22 |title=This Doll Has an Accessory Barbie Lacks: A Prayer Mat |url=https://www.nytimes.com/2005/09/22/world/this-doll-has-an-accessory-barbie-lacks-a-prayer-mat.html |access-date=2024-02-01 |work=The New York Times |language=en-US |issn=0362-4331}}

By 2005, the Fulla doll had replaced most of the Barbie dolls in Middle Eastern countries' toy stores.{{Cite web |date=Fall 2013 |title=Boxes Fulla Fun: The Fulla Doll, Identity, and Consumption in a Globalizing Arab World |url=https://era.library.ualberta.ca/items/d465b3db-a652-43c7-9a2f-f586c1a26c52/view/981a21fb-e6b5-42dc-a345-8f30969bb200/Saleh_Lena_Fall-202013.pdf |access-date=January 6, 2025 |publisher=University of Alberta |page=82 |publication-place=Edmonton, Alberta}} Many other products carrying the Fulla brand (breakfast cereals, chewing gums, bicycles, ...) were released.{{Cite web |last=Tribune |first=Chicago |date=2005-05-25 |title=Call it the Fulla phenomenon |url=https://www.chicagotribune.com/2005/05/25/call-it-the-fulla-phenomenon/ |access-date=2025-01-07 |website=Chicago Tribune |language=en-US}} Other Muslim dolls were already being marketed (by Mattel among others).

At first, Fulla was developed to have long coal black hair streaked with auburn and brown eyes, but later, dolls with lighter hair and eyes were introduced. The product development team considered about 10 different faces before deciding on her look.{{cite web| author=Liberty Post.org| title=Barbie who? (Fulla, her Islamic counterpart takes her on)| url=http://www.libertypost.org/cgi-bin/readart.cgi?ArtNum=124934| accessdate=July 17, 2006| archive-url=https://web.archive.org/web/20060128120023/http://www.libertypost.org/cgi-bin/readart.cgi?ArtNum=124934| archive-date=2006-01-28| url-status=live}} She was dressed in a black abaya and head scarf for the Saudi market, but no veil in other markets; because the product development didn't want to "go to extremes".{{cite news |last=Al-Jadda |first=Souheila |date=December 13, 2005 |title=Move over, Barbie |url=http://usatoday30.usatoday.com/news/opinion/editorials/2005-12-13-arab-barbie-edit_x.htm |work=USA Today |accessdate=July 13, 2006 |archive-url=https://web.archive.org/web/20130624042348/http://usatoday30.usatoday.com/news/opinion/editorials/2005-12-13-arab-barbie-edit_x.htm |archive-date=2013-06-24 |url-status=live }} For more liberal countries, Fulla has a white scarf and pastel coat. Her outdoor clothes have since become more colorful, but her shoulders are always covered, and the skirt always falls below her knees, as traditionally Muslim women are expected to dress conservatively, she also never wears a bikini. She can also be found wearing half- and quarter-sleeve dresses, but not sleeveless.

She is named for a fragrant jasmine flower found only in the Middle East. Her personality was designed to be "loving, caring, honest, and respect[ing of] her mother and father. She's good to her friends. She's honest and doesn't lie. She likes reading. She also likes and admires sophisticated fashion."{{Cite web |last=Zoepf |first=Katherine |date=September 22, 2005 |title=This Doll Hass an Accessory Barbie Lacks: A Prayer Mat |url=https://www.nytimes.com/2005/09/22/world/this-doll-has-an-accessory-barbie-lacks-a-prayer-mat.html |access-date=November 7, 2024 |website=The New York Times}} Fulla has two best friends, Yasmeen (dirty blonde hair) and Nada (dark red hair), as well as a little brother and sister. An older protective brother was in development for her but was never released, as well as a teacher and doctor Fulla that are yet to be released, which are two careers that Fulla's creators believe to be respectable.{{cite news| author=Middle East.com| title=Barbie loses out to veiled rival| work=BBC News| url=http://news.bbc.co.uk/2/hi/middle_east/4605334.stm?ls/| accessdate=July 13, 2006| date=January 12, 2006| archive-url=https://web.archive.org/web/20090215225908/http://news.bbc.co.uk/2/hi/middle_east/4605334.stm?ls%2F| archive-date=2009-02-15| url-status=live}} Fulla will not have a boyfriend, because traditional Muslims do not believe in romantic relationships out of wedlock.{{cite news| author= The New York Times.com| title= Bestseller in Mideast: Barbie With a Prayer Mat| work= The New York Times| url= https://www.nytimes.com/2005/09/22/international/middleeast/22doll.html| accessdate= July 13, 2006| date= September 22, 2005| archive-url= https://web.archive.org/web/20060428045222/http://www.nytimes.com/2005/09/22/international/middleeast/22doll.html| archive-date= 2006-04-28| url-status= live}} Fulla's creators believe that Muslim parents become angry by the Western-inspired changes in views on sexuality, especially outside of marriage, meaning that Fulla is supposed to show traditional Islamic values and social order.{{citation needed|date=May 2013}} She does, however, have many costumes, in addition to the hijab, that reflect the everyday wear of Muslim girls nowadays in some Middle Eastern countries that conform to Muslim values, yet are still considered fashionable in the West.{{Cite web |last=Saleh |first=Leno O. |date=Fall 2013 |title=Boxes Fulla Fun: The Fulla Doll, Identity, and Consumption in a Globalizing Arab World |url=https://era.library.ualberta.ca/items/d465b3db-a652-43c7-9a2f-f586c1a26c52/view/981a21fb-e6b5-42dc-a345-8f30969bb200/Saleh_Lena_Fall-202013.pdf |access-date=January 6, 2025 |publisher=University of Alberta |pages=89–90}}

In Saudi Arabia, animated commercials display Fulla's life, such as showing the doll reciting her morning fajr, baking a cake to surprise her friend, or reading a book at bedtime.{{cite web | url=https://www.youtube.com/watch?v=khG9GzaU3r8 | title=Fulla - Samraa' {{!}} فلة - سمراء | website=YouTube | date=14 March 2011 }} Abidin says that these scenes are "designed to convey Fulla's values" and show what behavior Fulla is promoting.{{cite web|author=ANBA.com |title=Virtual store wants to sell Muslim dolls in Brazil |url=http://www.anba.com.br/ingles/noticia.php?id=8769 |accessdate=July 13, 2006 |archiveurl=https://web.archive.org/web/20060427025151/http://www.anba.com.br/ingles/noticia.php?id=8769 |archivedate=April 27, 2006 |url-status=dead }} Often, her commercials begin with her singing in a high voice in Arabic: "She will soon be by my side, and I can tell her my deepest secrets". Another series of commercials advertise her to be family-orientated, showing a group of Syrian actresses displaying Fulla silverware, stationery, and accessories. Fulla's commercials often promote modest outfits, such as one which warned, "When you take Fulla out of the house, don't forget her new spring abaya!"{{cite web |url=http://www.islamonline.com/cgi-bin/news_service/world_full_story.asp?service_id=1773 |title=Hijab Doll Knock Barbie off Shelves |date=September 24, 2005 |website=Islam Online |archiveurl=https://web.archive.org/web/20051122120352/http://www.islamonline.com/cgi-bin/news_service/world_full_story.asp?service_id=1773 |archivedate=November 22, 2005 |accessdate=July 13, 2006}}

Fulla and Barbie are about the same height.{{cite web |url=http://yaleglobal.yale.edu/content/move-over-barbie |title=Move Over, Barbie |last=Abdel-Moneim |first=Amany |date=June 12, 2006 |work=Yale Global |accessdate=July 22, 2006 |archive-url=https://web.archive.org/web/20140815004039/http://yaleglobal.yale.edu/content/move-over-barbie |archive-date=2014-08-15 |url-status=live }} Differences between them include lifestyle, appearance, and influence by current cultures. Fulla's activities mostly include shopping, spending time with her friends, cooking, reading, and praying. Barbie dolls come in a wide range of hobbies and careers.{{Cite web |title=Barbie Celebrates 65 Years of Inspiring Girls to Recognize Their Full Potential |url=https://corporate.mattel.com/news/barbie-celebrates-65-years-of-inspiring-girls-to-recognize-their-full-potential |access-date=2025-01-07 |website=corporate.mattel.com}} According to the brand manager at NewBoy, there will be a doctor and a teacher Fulla in the future, as "these are two respected careers for women that we would like to encourage small girls to follow."

Although they both have a wide range of clothes, furniture, jewelry, and other equipment, Fulla's outdoor clothes do not include swimwear or anything similarly revealing. Skirts are longer than knee-length, and Fulla's shoulders are always covered.[http://www.seattlepi.com/lifestyle/224474_fulla.html Arab world's demure Fulla is no Barbie wannabe] Where Barbie dolls are made 'nude' beneath their clothes, Fulla's body has a vest and shorts painted on.{{Cite web |url=http://www.ebay.co.uk/itm/Fulla-doll-good-used-condition-/222639768924?hash=item33d65d455c:g:ykAAAOSwXq5Zs-rE |title=Fulla doll good used condition |access-date=2017-09-27 |archive-url=https://web.archive.org/web/20170927113836/http://www.ebay.co.uk/itm/Fulla-doll-good-used-condition-/222639768924?hash=item33d65d455c:g:ykAAAOSwXq5Zs-rE |archive-date=2017-09-27 |url-status=dead}} Compared to Barbie's curves, thin legs and large breasts, Fulla has a smaller chest, is thinner and maybe younger than Barbie.{{cite web |url=http://wcco.com/consumer/local_story_014214356.html |title=Fulla Doll Gains Popularity In Egypt |date=January 14, 2006 |work=WCCO |publisher=CBS Broadcasting |archiveurl=https://web.archive.org/web/20070929095905/http://wcco.com/consumer/local_story_014214356.html |archivedate=September 29, 2007 |accessdate=July 17, 2006}} While the standard Barbie has blonde hair, blue eyes and fair skin, the standard Fulla has dark hair, brown eyes and olive skin. Despite this, they are both criticized "for presenting the same unrealistic idea of beauty ... a certain image for women to conform to."{{cite journal| author= Csmonitor.com| title= Can Fulla save Muslim girls from Barbie?| journal= The Christian Science Monitor| date= 25 November 2005| url= http://www.csmonitor.com/2005/1125/p08s02-coop.htm| accessdate= July 21, 2006| archive-url= https://web.archive.org/web/20060331121919/http://www.csmonitor.com/2005/1125/p08s02-coop.htm| archive-date= 2006-03-31| url-status= live}} Fulla was actually once described to be the physical antithesis of Mattel's Barbie.{{cite news|author=Chicago Sun-Times.com |title=Bye-bye Barbie: Muslim families pick modest Fulla doll |url=http://findarticles.com/p/articles/mi_qn4155/is_20051030/ai_n15910241 |accessdate=July 13, 2006 |archiveurl=https://web.archive.org/web/20060702230953/http://findarticles.com/p/articles/mi_qn4155/is_20051030/ai_n15910241 |archivedate=July 2, 2006 |url-status=dead }}

Fulla was designed to promote Muslim values and be a role model for Muslim girls worldwide, whereas Barbie is targeted to Americans.{{cite web| publisher= Toydirectory.com| title= The Road to Damascus: A Whole New Fashion Doll for the Middle East| url= http://www.toydirectory.com/monthly/article.asp?id=1593| accessdate= July 13, 2006| archive-url= https://web.archive.org/web/20060420051331/http://www.toydirectory.com/monthly/article.asp?id=1593| archive-date= April 20, 2006| url-status= dead}} Fulla has no male companion whereas Barbie has Ken.

Fulla was sold with a line of accessories, including umbrellas, watches, bicycles, corn flakes, cameras, CD players, inflatable chairs, and swimming pools. She was designed to be unlike Barbie and to be the traditional Muslim woman whose life revolves around home and family.{{cite web |url=http://www.westernresistance.com/blog/archives/000179.html |title=Middle East: Islamic Doll Kicks Barbie's ### |date=September 22, 2005 |work=Western Resistance |type=Blog |archiveurl=https://web.archive.org/web/20060324025536/http://www.westernresistance.com/blog/archives/000179.html |archivedate=March 24, 2006 |accessdate=July 13, 2006}}{{better source needed|date=March 2015}} Some Muslim parents have claimed that if girls dress their dolls in headscarves, they will be more encouraged to wear a hijab themselves.{{cite web| author= International Herald Tribute.com| title= Barbie pushed aside in Mideast cultural shift| url= http://www.iht.com/articles/2005/09/21/news/journal.php| accessdate= July 13, 2006| archive-url= https://web.archive.org/web/20060618201151/http://www.iht.com/articles/2005/09/21/news/journal.php| archive-date= 2006-06-18| url-status= live}} Fulla has been praised as giving girls a Muslim role model.{{cite web| author= Middle East Online.com| title= Veiled Fulla is Arab answer to Barbie| url= http://www.middle-east-online.com/english/?id=15449| accessdate= July 13, 2006| archive-url= https://web.archive.org/web/20060908001612/http://www.middle-east-online.com/english/?id=15449| archive-date= 2006-09-08| url-status= dead}}

In many of the countries in which the doll was sold, Fulla was relatively expensive at about $10 for the standard doll.{{cite web| author= Militant Islam Monitor.com| title= Barbie converts to Islam and gets a hijab| url= http://www.militantislammonitor.org/article/id/1574| accessdate= July 24, 2006| archive-url= https://web.archive.org/web/20060908120348/http://www.militantislammonitor.org/article/id/1574| archive-date= 2006-09-08| url-status= live}} Because of this, NewBoy created a cheaper version of the doll called Fulla Style.{{cite web| author= Tbt.com| title= Doll that has it all (almost)| url= http://www.sptimes.com/2005/05/18/Tbt/Doll_that_has_it_all_.shtml| accessdate= July 21, 2006| archive-url= https://web.archive.org/web/20051205210535/http://www.sptimes.com/2005/05/18/Tbt/Doll_that_has_it_all_.shtml| archive-date= 2005-12-05| url-status= live}} In 2015 NewBoy came with a reboot version of the Fulla doll also known as Generation #5 that is sold from 2016 to present day.

NewBoy library is considered the electronic portal to access all educational materials such as "books and electronic magazines" related to NewBoy products like Fulla for example.

Launched in October 2006, the monthly Fulla magazine is published in Arabic and is targeted at young females up to twelve years of age.

The 48-page magazine covers several topics, stories, and activities. Over 45,000 copies are distributed throughout the Persian Gulf region and the Levant.

• Sara and Dara dolls
• Barbie
• Jamila
• Fashion doll
• Razanne
• Saghira

{{Reflist}}

• {{Official website|http://www.fulla.com}}
• {{webarchive |url=https://web.archive.org/web/20111229141235/http://www.fulla.us|date=December 29, 2011 |title=Old official website }}

{{DEFAULTSORT:Fulla (Doll)}}

Category:Fashion dolls

Category:Playscale figures

Category:Products introduced in 2003

Category:Fictional Arabs

Category:2000s toys

Category:Spacetoon

Category:NewBoy