Fulla Dolls: Conforming To Mideast Culture

Named after a scented flower found in the Middle East, Fulla is the outcome of an excellent idea and smart marketing. Although she didn't hit the stores until late 2003, the idea began to develop in 1999 and was cautiously honed. She's not only a sexy lady, but she's truthful, loving and gentle and respects her mother and father — things Arab parents would akin to for their kids.

Fulla's Conforming Fahsion
To make her more suitable in Saudi Arabia, one of the richest and most traditional Arab countries, she originally was fully clad in a black abaya and head scarf, but less the veil that most Saudi women put on. For more broadminded countries like Syria and Lebanon, Fulla appears in a white scarf and muted coat. Fulla's attire has developed into a larger and more colorful one, though it would still strike Americans as entirely dull. Skirts drop discreetly under the knee, and shoulders are always covered.

Fulla's Conforming Jobs
Unlike Barbie, a recurrent job-hopper who has been everything from an astronaut to U.S. president in her 46 years, Fulla maintains a customary Arab woman whose existence revolves approximately around her home and family. Next year, however, New Boy plans to bring in a Teacher Fulla and a Doctor Fulla, two profession choices that "we like to give confidence for girls because then they can contribute," Abidin says.

Fulla's Conforming Values
Fulla’s responsibility in determining opportunities is without doubt a selling point for some Muslim parents. They feel that Fulla is one of them. She goes away from the external glamour and beauty. She is a doctor and an educator who respects her parents and favors reading and playing sports. She does all these in a hijab.
Fawaz Abidin, Fulla brand manager of New Boy Toys FZCO further shares that their advertising is full of optimistic messages about Fulla’s character. “She’s honest, loving and caring, and she respects her father and mother.” To keep it short, it portrays Fulla’s values.
Nida Ar-Rehman, who will be 15 in June and still loves her Fulla agrees absolutely: “Fulla is a girl I can recognize with. She comes from the similar culture. She is promoting fine values for little girls. Sometimes we think that we must to copy other people to be accepted into society. The significance of Fulla is that you can be proud of yourself and belong in society.”
Also Samiha Mourtada, 65, speaks of her granddaughters: "It makes it easier for a girl to get comfortable to the thought of wearing hijab, which can be not easy for some, while still at a very early age, so that she grows up with the idea set in in her mind…"
In a lot of ways Fulla is as such more than a doll; more notably, she is a safeguard against what many see as the wearing down of Muslim principles by modes of interaction imported from the West. Certainly Fulla will by no means have a boyfriend; as an alternative she will alter into Doctor Fulla and Teacher Fulla — an personification of two of the more admired female careers.