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.Fulla was created by a Syrian manufacturer from Damascus, and a toy company called NewBoy Toys. Fulla is also sold in China, Brazil, North Africa, and Egypt, while a few are sold in the United States. 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. Fulla is a role-model to some Muslim people, displaying how many Muslim people would prefer their daughters to dress and behave.

In Saudi Arabia, animated commercials display Fulla's life, such as showing the doll 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.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!


Fulla and Barbie are alike in many ways, such as in size, height, and popularity, that Fulla is sometimes nicknamed a 'Muslim Barbie'.Differences between them include lifestyle and appearance. 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. 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. Compared to Barbie's curves, skinny legs, and large breasts, Fulla has a smaller chest, is skinnier, and may be younger than Barbie.While the standard Barbie has blond 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." Fulla was actually once described to be the physical antithesis of Mattel's Barbie.

Fulla was designed to promote Muslim values and be a role model for Muslim girls worldwide, whereas Barbie is targeted to Americans.

She was designed to be unlike Barbie and to be the traditional Muslim woman whose life revolves around home and family.Some Muslim parents have claimed that if girls dress their dolls in headscarves, they will be more encouraged to wear a hijab themselves.Fulla has been praised as giving girls a Muslim role model.

Over 1.3 million Fulla dolls have been sold. 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.

Compared to the $3,100 average income in the countries she is sold, Fulla is relatively expensive at about $10 for the standard doll.Because of this, NewBoy created a cheaper version of the doll called Fulla Style.