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Type Private (Limited Liability)
Industry Toys, Stationery, Foods, Licensing, Publication
Founded 1999

Dubai, UAE
Hong Kong

Saudi Arabia
Key people Manar Tarabichi, Chairman and CEO.
Mohammed Tarabichi, Vice President and CFO.
Products Fulla, Arabian Friends, Baby Habibi, The Valiant, Fun to Learn, Baby’s In2 Fun, PlayTime, Think 2 Play

NewBoy is a major distributor for branded toys in the Middle East. Headquartered in Dubai, UAE, the company's business lines include toys, stationery, textile, food, and publications. NewBoy is 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.


  • Manar Tarabichi, CEO
  • Mohammed Tarabichi, Vice President, CFO
  • Kathy Parkins, Commercial Director
  • Raief Hafez, Chief Operation Officer – Dubai Branch

Business Divisions[edit]


NewBoy’s involvement in licensing activities goes back to the earliest days of the company, when NewBoy advertised its own label products on TV. The ads featured endearing little characters that proved to be very popular with children across the region. Accordingly, NewBoy realized the enormous benefits of having such popular character endorsement.

Since then, Licensing has become one of the most strategic business models for NewBoy, where magnifying the benefits drawn from a successful character is key. Currently, NewBoy acquires, sells, and markets licenses for some of the hottest characters throughout a number of categories including food, textile, cosmetics, jewellery, etc.

International Business Division[edit]

The division was first established in late 2004 by acquiring a worldwide rights for TV, Merchandizing and Toys for Let’s & Go property (Japanese Property from Shopro). The property is based on an animated children’s TV program which features the adventures of two boys who have a passion for mini 4-wheel drive car racing. This was a huge success for NewBoy. The property was already launched in Italy, Spain, Portugal, Greece, Mexico, Puerto Rico, Argentina, Panama. New launching plans are currently underway in France, Brazil, Germany, South Africa.

The division is currently working on a new toy concept and has recently entered into a new agreement with d-rights Inc.,[2] an integrated production company based in Japan handling entertainment contents in animation and live-action films around the world. Under the new agreement, NewBoy and d-rights will be co-producing a new TV animation in 52 episodes, 30 minutes each. The new animation is targeted to boys 4–12 years old and is based on the new toy concept.

Private Label[edit]

The Private Label division has been established strategically to create and develop NewBoy’s own brands across a wide range of product categories. Private Label products are always customized to cater for local markets. NewBoy continues to develop brands and products that adhere to the highest quality and safety standards.

NewBoy Brands currently include:

  • Fun to Learn (Electronic Learning Aids)
  • The Valiant (Boys action figures and accessories)
  • NewBoy R/C (Remote Control Vehicles)
  • Baby Habibi (Baby Dolls and accessories)
  • Arabian Friends (Fashion Dolls)
  • Baby’s In2 Fun[3] (Nursery and Toddlers toys)
  • Think 2 Play (Activity toy set)
  • PlayTime (Pocket money toys)