The Fulla Phenomenon- Why is She So Popular?

Not very long after the debut of the Fulla doll which took place in Middle Eastern countries, she has already sold more than 1.5 million dolls to little girls.

Outrageous Phenomenon
The Fulla phenomenon has been really outrageous and its western rival Barbie is now seen more on the backseat than on the toy racks. There has been so many “Islamic dolls” which tried to make their ways to the top but not one seemed to outsell all the other dolls, Islamic or not, than how Fulla did. But what makes her very popular among all the other dolls? What is unique about her? Is it the marketing strategy that the creators did for the doll to sell?

Fulla Looks Like Barbie, But…
Fulla is somewhat similar in size and shape with Barbie. But unlike Barbie who shows off a sexy body through fashionable dresses and accessories, Fulla is usually displayed wearing a hijab and an abaya- a traditional Muslim dress.

But this is not just about showing off her outside appearance. The phenomenon of the Fulla doll can be traced to the fact the she is based on a character that both parents and children would want to relate to. The Fulla doll has Muslim values in itself. This is the best selling point that no other company has indeed thought of.

All About Marketing Strategies
The marketing strategy that the New Boy Design creators have placed into the Fulla doll is a type of an image where the culture and values are instilled into it. They have dived into a different dimension by producing a Fulla with a lifestyle that can be related in real life. So rather than just creating a great fashionable attire for her, they have created Fulla and brought her to life with a full personality.

There are real life sized scarves for her and even a tiny pink praying mat that she can use for praying before she goes to bed every night. Similarly also, swimming pool equipments, handbags, bicycles, Frisbees, breakfast cereals and even chewing gum and so many other products have made it very popular in several Middle Eastern countries. In addition she doesn’t only go shopping and chitchatting with her friends.

Her world doesn’t revolve around staying pretty and sexy. She is way better than that. She is something that every parent would want for their kids to play with.

Fulla from the Others
The Fulla doll is just one of the many Islamic dolls that are out in the market but the necessary depth of her lifestyle is provided for. This made Fulla as an icon- a role model for little girls. Its accomplishment was realized through the in depth understanding of the Islamic preferences based on their cultural baggage. To add up, the parents who buy their kids the toys have the need for their children to be protected and should be kept away from any detrimental influences. As such, it is best that they stay away from an image that worries too much on sexuality and appearance.

Fulla is a phenomenon because it was not made as an extension to Barbie and will never be seen as something alike or a version of it. She was created with a different personality that is identified by parents and children alike who establishes values far different from that of the Barbie.