Fulla, could be Barbie’s cousin.  They are the same height, same oval face, same long hair cascading down their backs, and even their plastic high heels are about the same size.  But Fulla does not sport a bikini or pink convertible, she wears an abaya, which is a long black robe that covers her body from head to toe. She has mocha eyes, jet black hair, and caramel skin.  She is the Middle East’s version of Malibu Barbie.

Fulla has been outselling Barbie in the Middle East since its launch in 2003. She is a perfect example of dolls that are being made to embrace culture, religion, race, and values.  In America we have seen some of this reflected in the American Girl Doll Realm. American Girl’s mission is to celebrate girls and what better way than to give girls a doll that looks like them and can even dress like them.  "They encourage girls to embrace who they are today and look forward to who they will become tomorrow."

John Whiteside, at The Opinionated Marketers, tells us what he really thinks,

"It’s easy to see why American-style Barbie might be troublesome for
parents in that part of the world, and NewBoy is taking advantage of
cultural differences to offer a product that’s more appropriate for
other cultures. (Though I think some American parents might prefer a
doll who’s a doctor and teacher, and likes to read, over Malibu Barbie
and her impossible bust.)"

Christine Williams, professor of sociology at the University of Texas, says "part of getting respect is to see yourself in the mainstream."  The problem lies in the fact that sometimes culture gets translated in exotic dress or olive-colored skin without a real representation of the culture’s history, values, and norms.