NewBoy

NewBoy FZCO

Type	Private (Limited Liability)
Industry	Toys, Stationery, Foods, Licensing, Publication
Founded	1999
Headquarters	Dubai, UAE International Hong Kong Indonesia India Saudi Arabia Jordan Lebanon
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
Website	www.newboy.com

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.

Management

• Manar Tarabichi, CEO
• Mohammed Tarabichi, Vice President, CFO
• Nabil Madi, Managing Director, International Business
• Bassam Abidin, Sr. Manager, Operations
• Hani Orfali, Sr. Manager, Private Label Division
• Muhanad Habal, Manager, Textile & General Merchandise Division
• Muhanad Anbari, Sr. Manager, Finance Department
• Yasser alSafadi Ph.D, Director, Knowledge Department

Business Divisions

Licensing

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

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 and Russia.

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

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)

References

1. ^ http://www.smh.com.au/news/world/a-muslim-barbie/2005/12/22/1135032135918.html
2. ^ http://www.pr.com/press-release/122183
3. ^ http://www.pr.com/press-release/122920