NewBoy FZCO is a family-owned company based in Dubai, UAE, and the exclusive owner of the famous doll brand Fulla. Fulla is thought to be the best-selling toy in the girls doll category throughout the Arab world.[1] Fulla is the cultural adaptation of family values as reflected within the cultural norms throughout the region.
Founded in 1999, NewBoy engages in the marketing and distribution of toys, food, stationery, nursery and toiletries products and has an extensive distribution network in the MENA region with strong focus on KSA as a major hub. The company also markets selected toy brands and ranges internationally including: Europe, United States, Korea, India and Indonesia. The company suffered from severe financial plunge in 2016, and defaulted with banks in the UAE, which eventually led to the closure of company premises in Dubai.