This little Dolly Went to Market

Issue 66 March 2010

The $75 billion global toy market means that toys are not merely child’s play. Sarah Joseph examines the new dolls on the block who are eyeing up their share of the global Muslim market.

Fulla is the closest alternative to Barbie within the Muslim doll market. With an array of merchandising and websites all supported by slick marketing, it’s hard to miss Fulla pink in the Middle East. Yet Fulla’s creators, New Boy, want to disassociate their 111⁄2in fashion doll from Barbie. In an article entitled, “Say Goodbye to Busty Barbie”, the corporate website admits “she is somewhat similar to Barbie but Fulla is an Islamic doll that is a role model to Muslim little girls in numerous ways.” Apparently, her “long black tresses and large hazel eyes” give emphasis to “the unique features of an Arab woman.” Does that mean that an Islamic doll has to look like an Arab? Surely a disappointment for the blonde, blued-eyed European, American and Australian Muslim girls out there; and the African Muslim girls; and the Indian, and the Indonesian... Indeed, given that less than 15% of the world’s Muslim population is Arab, her Arab looks don’t really make her a global Muslim icon.

However, there is more to Fulla than her dark tresses, at least according to New Boy. In rather poor English their website explains, “She is a loving per- son, with a strong character. She loves and respects her siblings and mostly her mother and father. Aside from that she is seen with self worth and with a very high self esteem that gives high regard to her society. She is determined to take on the future’s challenges by making sure that she educates herself and pursue a lifetime career that would not only help her family but the society as well... Fulla can never be compared to Barbie because in ways and actions they are really very different from each other. Get out Busty Barbie, its Fulla’s turn now.” 

To enjoy the rest of this feature, get your latest issue of emel magazine >Read Below<

1) Delivered to your door for only £3.50 with FREE Postage and Packaging

You can get your latest issue of emel with FREE Postage & Packaging.

Click here for terms and conditions

Call us on 020 7328 7300 or email info@emel.com.

2) Find your Local Stockist

 

Your latest issue of emel is also available in stores nationwide including WHSmith and Borders.

Find your nearest stockist>

3) Subscribe for one year - now only £29.95

You can subscribe for only £29.95 (that's 50% off the standard UK subscription price) and get 12 issues delivered straight to your door, every month..

Call us on 020 7328 7300 or email info@emel.com