NewBoy FZCO engages in the marketing and distribution of toys, food, stationery, nursery, and cosmetic products throughout the Middle East and North Africa. The company also markets selected toy brands and ranges internationally including: Europe, USA, Korea, India, and Indonesia.

Since its establishment in 1999, NewBoy has acquired and successfully launched the latest in hot cartoon characters, toys, stationery, and confectionery brands from around the world. Working closely with its network of strategic partners and joint ventures, NewBoy has introduced high profile brands into the region including, but not limited to, TakaraTomy®, Sega Toys®, Giochi Preziosi®, BBurago®, Blue-Box®, Cra-Z-Art®, Moose®, Vivid® Jakks Pacific®, Hasbro®, Lalaloopsy®, Carrera®, Munchkin®, Sassy®, Double A®, and Zaini®.

NewBoy has successfully developed its own lifestyle doll brand, Fulla®, which became the best-selling fashion doll throughout the Middle East and North Africa region and soon expanded into a wide range of categories including toys, food, stationery, cosmetic and clothing.  In addition, the company has introduced its own label toy brands including: Baby Habibi®; FunToLearn®, and Scan2Go®. The company also developed its own confectionery brand, SweeToon®, associated with hot cartoon characters, across wide range of product categories, including corn flakes, chocolate egg, flavored milk, biscuits, and marshmallow, to name few.

NewBoy has two subsidiaries operating in the region. NewBoy UAE, which handles the distribution business of NewBoy products in MENA, excluding KSA. NewBoy KSA, is a distributor of NewBoy’s products in KSA.  

The company currently employs over 1,500 full-time employees distributed among its offices in UAE, and KSA.