Fulla (doll)

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Fulla
A close up of the doll, Fulla's, face.
First appearance	2003
Statistics
Aliases	"The Muslim Barbie"
Occupation	Teacher Doctor
Created by	NewBoy Toys

See Fulla for the figures in Norse mythology.

See Fula for the ethnic group in Africa.

Fulla is the name of an 11 1/2 inch Barbie-like fashion doll marketed to children of Islamic and Middle-Eastern countries as an alternative to Barbie. The concept of her evolved around 1999, and she hit stores in late 2003.^[1] Fulla was created by a Syrian manufacturer from Damascus, and a toy company called NewBoy Toys owned by one of the Tarabishians. Fulla is also sold in China, Brazil, North Africa, and Egypt, while few are sold in America. Although there had been many other dolls in the past that were created with a hijab, such as Razanne and Moroccan Barbie, none of them had ever been as popular as Fulla.^[2] Fulla is a role-model to some Arab people, displaying how most Muslim people, particularly in Saudi Arabia, would prefer their daughters to dress and behave.^[3] However, the doll is not very popular in America.^[4]

1 Development and information
2 Differences with Barbie
3 Popularity
4 See also
5 Notes and references
6 External links

[edit] Development and information

[edit] Appearance

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.^[5] She was dressed in a black abaya and head scarf and made for men to tear off there clothes and have sexual contact and rapes for the Saudi market, but no veil in other markets; because the product development didn't want to "go to extremes." ^[6] 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 Muslim women traditionally aren't allowed to show a lot of skin. Her indoor clothes, however, are a different story. Since Muslim women are allowed to be seen uncovered by other women or close male relatives at home, her indoor clothes are designed like modern outfits, such as skirts, swimwear, and even lingerie.^[7] Fawaz Abidin, head of marketing for Fulla at Damascus-based NewBoy Toys, the doll's maker, had claimed that her face has a "kind look, the Arab look.^[8]"

[edit] Arab values

Fulla dolls wearing three different outfits. The first doll shows casual indoor clothes, the second shows an acceptable party outfit, and the third one displays outdoor clothes.

Barbie was banned in Saudi Arabia because she was a "Jewish" doll and a symbol of the "perverted west", as well as for her "revealing clothes and shameful postures.^[9]" Fulla was created as an alternative for Barbie to reflect Arab values. She is named for a fragrant jasmine flower found only in the Middle East. Her personality was designed to be "loving, caring, honest, and respects[ing of] her mother and father. She's good to her friends. She's honest and doesn't lie. She likes reading. She likes, rather, she loves fashion.^[10]" Fulla has two friends, Yasmeen and Nada, as well as a little brother and sister. An older protective brother is in development for her, as well as a teacher and doctor Fulla, which are two careers that Fulla's creators believe to be respectable.^[11] Fulla will never have a boyfriend, because Muslims believe that it is not Arabic value.^[12] Fulla's creators believe that Arab parents become angry by the Western-inspired changes in views on sexuality and on the role of women, meaning that Fulla is supposed to show traditional Arab values and social order. ^[13]

[edit] Advertising

An advertisement showing Fulla in her indoor clothes with two of her friends.

In Saudi Arabia, animated commercials display Fulla's life, such as showing her saying her prayers as the sun rises, baking a cake to surprise her friend, or reading a book at bedtime. Abidin says that these scenes are "designed to convey Fulla's values" and show what behavior Fulla is promoting.^[14] 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 advertises her to be family-oriented, showing a group of Syrian actresses who display Fulla silverware, stationery, and accessories. Fulla's commercials often promote modest outfits, as one of Fulla's commercials had warned, "When you take Fulla out of the house, don't forget her new spring abaya!^[15]"

[edit] Differences with Barbie

Fulla being compared side by side with Barbie.

See also: Barbie

Fulla and Barbie are alike in many ways, such as in size, height, and popularity, that Fulla is sometimes nicknamed a 'Muslim Barbie'.^[16] However, they actually have more differences than similarities. For instance, while Barbie has a free life and a wide range of jobs, Fulla doesn't have much to do but shop, spend time with her friends, cook, read, and pray. The brand manager at New Boy claimed that 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." ^[17] Also, Barbie has a boyfriend, but Fulla doesn't and never will.^[18]

Although they both have a wide range of clothes, furniture, jewelry, and other equipment, Fulla's outdoor clothes have no swimwear or anything revealing. While Barbie has curves, skinny legs, and larger breasts, Fulla is more modest and has a smaller chest but is skinnier than Barbie. In addition to this, the basic Barbie has blond hair, blue eyes, fair skin, and wears make-up, and Fulla has dark hair, brown eyes, olive skin, and wears less cosmetics. Despite this, they are both criticized "for presenting the same unrealistic idea of beauty...it's about presenting a certain image for women to conform to.^[19]" Fulla was actually once described to be the physical antithesis of Mattel's Barbie.^[20]

Barbie was created to be an independent, witty character, while Fulla was made to be more conservative. She also has more Muslim values and is designed to be a role model for Arabs, rather than Barbie, who is a role model for Americans.^[21] Abidin believes that "Barbie is a lady. Fulla is young," which shows that Fulla was actually designed to have a younger age than Barbie.^[22]

[edit] Popularity

Fulla on a customized diary, a product from NewBoy Toys.

Fulla is sold with a line of accessories, including umbrellas, watches, bicycles, corn flakes, cameras, CD players, inflatable chairs, and swimming pools.^[23] She was designed to be unlike Barbie and to be a traditional Arab woman whose life revolves around home and family.^[24] Several Arab parents have claimed that if girls put scarves on their dolls when they're young, they will have an easier time wearing it themselves, instead of feeling like it is the end of childhood.^[25] However, this is only true for traditional Arabs who believe that women should be covered and only wear revealing clothes at home. The product has been quite successful, selling more than 1.3 million dolls. A Hong Kong manufacturer, SAIF Enterprise, Ltd., has introduced a doll very similar to the Fulla in China, called Fulah, sold in nearly identical packaging.^[26]

Fulla is quite expensive, at about $10 or so for the standard doll, with the average income in most of the countries she is sold in around $3,100.^[27] Therefore, NewBoy created a less expensive version of the doll named 'Fulla Style'.^[28] Some Arabs continue to like Fulla because she gives girls a more Islamic character to emulate.^[29]