Fulla's creators attribute her success to the fact that she represents 'Islamic values', writes Mary Fitzgerald
She is made of beige moulded plastic, stands some 11 inches tall, has a toothsome smile and almond-shaped eyes, but that's where the similarities with Barbie end.
Meet Fulla, the veiled doll that has proved a runaway bestseller in the Middle East. Named after a type of jasmine found in the Levant, the doll has sold millions since its launch in 2003 by Syrian company NewBoy Design Studio.
Fulla's creators attribute the doll's success to the fact that it represents "Islamic values" such as modesty, respect and piety.
Fulla, they point out, will never have a boyfriend like Barbie's Ken. There are plans to launch "Doctor Fulla" and "Teacher Fulla" as suitable role models.
In toy stores across the Arab world, the pink-themed Fulla display will often dwarf that of other dolls.
She comes with a range of indoor and outdoor clothing, the more modest outdoor outfits always accessorised with veil or abaya, the long, loose black garment worn over clothes.
Unlike Barbie, there are no arms and legs left exposed and any cleavage is kept well under wraps. For her indoor clothing, however, it's a different story.
Reflecting the fact Muslim women are traditionally allowed to be seen uncovered by other women or close male relatives at home, Fulla's indoor outfits include skirts, swimsuits and even lace underwear.
One of the doll's biggest markets is Saudi Arabia, where Barbie was banned three years ago because authorities there disapproved of her "revealing clothes and shameful postures".
In the Our Kids toy store in Cairo's Mohandiseen district, the Fulla display takes up several shelves. There is "Prayer Dress" Fulla with lace trimmed white khimar - the veil that falls to the waist, hot pink prayer mat, worry beads and a rather incongruous pair of red platform ankle boots.
There is "Outdoor" Fulla with a gold-trimmed black abaya decorated with a flower print. Meanwhile, "Indoor" Fulla comes dressed in a funky gold lurex top and hip-hugging jeans.
Prices vary from 60-300 Egyptian pounds (€9-45) apiece, putting them well beyond the budget of the average Egyptian.
Despite this, the dolls are very popular, says manager Ashraf Al Gebaly. "We sell more than 20 a week. The majority who buy Fulla are wearing hijab themselves," he explains.
"The most popular type is the one wearing abaya. People see it as more reflective of their culture and they would prefer to see their children play with it than other dolls."
Ola Al Asr (32) admires the dolls with her eight-year-old daughter Feryal. "They are very beautiful," she says.
"They are a good example for our children, much better than Barbie. The hijab is our uniform as Muslims - why not have a doll that reflects this?"
Feryal agrees: "She wears Islamic clothes, she's just like us."
Fulla is not the first veiled doll to hit the market, but she is the first to become a mass branding phenomenon.
It is impossible to escape the heavily advertised Fulla brand in the Middle East, used as it is to sell everything from tissues to stationery, breakfast cereal and chewing gum.
An ever-increasing range of accessories means girls who want to dress like their dolls can buy themed clothing, matching full-sized prayer rugs and headscarf sets, all in Fulla's trademark pink.
Some attribute Fulla's success to the broader trend of so-called Islamicisation.
They say the doll is simply reflecting the increasing number of Muslim women choosing to wear the veil. Others are troubled by what they see as the growing commercialisation of Islam.
Feminists like the celebrated Egyptian writer Nawal El Saadawi criticise Fulla for presenting the same unrealistic idea of beauty as Barbie.
"It's all part of this superficial fight against Western culture," she told The Irish Times.
"All this talk about Islamicisation versus Westernisation comes down to the same thing. Whether the doll is half-naked or whether she is wearing a veil, it's about presenting a certain image for women to conform to."