| One definition of “lifestyle” relays that it is “a composite of motivations, needs, and wants and is influenced by factors such as culture, family, reference groups and social class. Physchographics (analysis of consumer lifestyle) is an important factor in determining how consumers make their purchase decisions.”
The Muslim lifestyle has been a focal point of interest in the past years as more and more Muslims make their debut via media lines to counter offensive illustrations of Muslims and their religion as a whole. |
Image Source: halalco.com
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The awareness of the lifestyle is created through real-life documentaries of Muslim families and communities; Muslim lifestyle magazines for both men and women, and even teenage Muslims; and Muslim bloggers and websites. The need to create the Islamic identity is beginning to intensify amongst followers of the Islamic faith, even amongst second-generation Muslims who inherit “cultural” teachings from their parents.
Fulla Doll and Muslim Lifestyle
The Fulla Doll emerged in 2003 being marketed in mostly Arab countries as a Muslim lifestyle prop that caters to the modern Muslim motivations, needs and wants. Its marketers, Syria based New Boy Design Studios, created the Doll with Muslim values in mind much in stark contrast to the all-American Barbie who is considered to be an iconic “role-model” for young girls worldwide. According to a 2005 New York Times article, Fulla Dolls success had resulted in Barbie doll’s sales falling in the Middle East.
Meeting the Motivation for an Islamic Lifestyle
Though Islam is often seen as a religion of “traditional,” the Muslim lifestyle is essentially something new as Muslims begin to disentangle themselves from cultural cling-ons and traditional practices that are not endorsed by Islamic teachings. Even in the Arab world, the number of women in hijab (the Muslim headscarf for women) is steadily increasing as the younger female generations are growing more aware of and becoming better educated regarding the Muslim woman dresscode. One common reason given is that following the tragedy of September 11 2001, many American Muslims renewed their interest and faith in order to gain a moral footing of Islam. Overall, more and more Muslims are looking towards the Islamic lifestyle as prescribed by the Qur’an and the Sunnah (way of the Prophet Muhammad peace be upon him) rather than those that are endorsed by traditional cultural practices.
The Fulla Doll has spawned through this motivation, leaving a thumbprint on the importance of adhering to Islamic principles. New Boy Design Studios has tapped into the Muslim market by emotionally connecting with parents who wish to raise the next generation of practicing Muslims, just by providing a reference guide in the form of a toy.
Creating the Need for an Islamic Role-Model
Author Eric Clark writes in his book “The Real Toy Story” that the toy industry, particularly the US industry, uses sexual and violent advertising to market toys. He remarks that this type of advertising can draw younger children to sex and violence even before puberty. With the rise of other influences such as pop culture, children tend to define success, wealth and beauty in terms of teen idols. Television, including children’s programs; glossy magazines and advertising; music, music videos and even the internet - all advocate sex and glamour as part of a successful lifestyle. All of these influences are not unique to the United States but have materialized across the world, including in the Middle East. As a result, Fulla Doll’s creators identified a strong need for an Islamic role-model, especially for young girls.Amina Khuswary, a mother of five from Syria, does not mind spending money on the Fulla doll and some of its accompanying products for her 8 and 10 year old daughters. Though the dolls and their ancillary products carry a premium price, she believes that she is “spending money for a good cause.”
“With so many negative influences today, it is easy for young children – girls and boys – to be attracted to amoral devices. Just switch on the television and hit the wrong channel, and you will see a whole world of violence and shallowness. There are third parents everywhere including the television, the internet, magazines and even toys – like Elmo – they are all “parents” to our children. So it is a good idea to co-parent with an Islamic third parent and so far, I am happy with Fulla’s influence.”
Satisfying the Want for Muslim Preference
Toys have an emotive effect on their consumers, i.e. children. Children are directly affected and influenced by toys and because of this, the Barbie doll has faced steep criticisms in the past for the sensual and physically flawless image that Barbie emits. But it is more than just the clothes and the physical appearance of the doll that New Boy Design Studios has designed. Fawaz Abidin, in several interviews with the press, reminds the media that, “this isn't just about putting the hijab on a Barbie doll.” The Fulla brand manager cautions, “You have to create a character that parents and children will want to relate to."
Image Source: fulla.us
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Like Amina, other Muslim parents are in need of role-models for their children. With a pink scarf and a prayer mat as proof, the connection between children and the Fulla doll is strengthened. With such a connection to the toy, parents feel confident that their children would be able to emulate the doll’s values that have been packaged as part of the Fulla lifestyle. |
Fulla Doll and the Other Muslim Dolls
Much to the surprise of many consumers, the Fulla doll is not the first Muslim doll created specifically for the Muslim market. In fact, plenty of other Islamically-themed dolls with darker hair and darker features were already in existence when Fulla was launched. Amongst them are Razanne, Leen, and Sara. These dolls are also Muslim dolls that are designed to reflect the custom of wearing the hijab when outdoors and ‘dressed-down’ when indoors. They also have a range of hobbies and professions that young girls can relate to.
To strengthen its competitive position, New Boy Design Studios took several steps towards creating the Fulla personality and identity. Fulla has firstly, a subtle advantage over her Muslim rivals. She is a more “modern” doll that embodies the preferences of Muslim girls today. She has a wider choice of wardrobe that includes less traditional items of clothing such as jeans and colorful scarves for the outdoors and more accessories unlike Razanne and Leen, such as furniture and jewelry. As with the other Muslim dolls, Fulla is kind and generous and loves and respects her friends and family.
Merchandising the Fulla Phenomenon
New Boy Design Studios has dived into the next marketing dimension for its Muslim dolls, by reproducing Fulla’s lifestyle in real life through merchandising. Rather than just designing modest attire for their doll, the creators brought Fulla to life with a full-fledged pink personality. Real life-sized Fulla scarves and prayer mats all in pink felt are available for Fulla fans. Similarly bicycles, schoolbags, frisbees, swimming pool equipment, chewing gum and even breakfast cereal bearing the Fulla name has been making the doll and her ancillary products popular in countries such as Jordan, Syria, Qatar and Egypt.
The Muslim Doll and the non-Muslim Market
According to Eric Clark, American children only account for 4% of the world’s children population. Yet the toy industry in the United States reaps USD 21 billion annually. In markets such as the US and even other Non-Muslim majority countries, there is a sizeable population that appreciates modesty and similar Muslim values. Perhaps a values based Western version of Fulla Doll would also be accepted in the United States. In addition, Fulla represents cultural diversity and for parents who celebrate diversity, buying the Fulla doll could represent welcoming a “foreign” doll into their home.
New Boy Design Studios has thus created a laudable alternative for young girls world over to spend their playtime with. |
