NewBoy FZCO (Arabic: نيوبوي) is a family-owned company based in Dubai, UAE, and the exclusive owner of the famous doll brand Fulla.

The company also markets selected toy brands and ranges internationally including: Europe, United States, Korea, India and Indonesia.

NewBoy acquires, sells, and markets licenses for some of the hottest characters throughout a number of categories including food, textile, cosmetics, jewelry, etc.

The division is currently working on a new toy concept and has recently entered into a new agreement with d-rights Inc.,[3] an integrated production company based in Japan handling entertainment contents in animation and live-action films around the world.

The Private Label division was established strategically to create and develop NewBoy's own brands across a wide range of product categories.