NewBoy

NewBoy FZCO is a family-owned company based in Dubai, United Arab Emirates, founded in 1999. It is widely recognized as the exclusive owner of the popular doll brand Fulla, which is considered the best-selling fashion doll across the Middle East and North Africa region.

Fulla is known as a cultural adaptation that reflects family values and norms specific to the region, making it highly popular among young girls. NewBoy operates in the marketing and distribution of a diverse range of products including toys, food, stationery, nursery items, toiletries, and confectionery throughout the Middle East and North Africa (MENA).

The company expanded its reach internationally by marketing selected toy brands in Europe, the United States, Korea, India, and Indonesia.

NewBoy also developed several successful private label brands such as Baby Habibi, Fun to Learn (interactive educational products), and Scan2Go, alongside confectionery products under the brand SweeToon linked to popular cartoon characters.

Over the years, NewBoy has partnered with renowned global toy companies like Hasbro, Takara Tomy, Sega Toys, and Giochi Preziosi to distribute a wide portfolio of popular toy and stationery brands in the region.

NewBoy experienced significant growth through its extensive distribution network with focused operations in Saudi Arabia and the UAE, employing over 1,500 people.

The company also ventured into licensing and co-production of animated TV content related to its toys, affirming its presence in children’s entertainment beyond physical products.

Despite facing financial challenges in recent years, NewBoy remains a significant player in the MENA toy industry, known for blending cultural relevance with international trends to serve its diverse markets.