How might we inspire & empower the next generation of Muslim girls?

By creating a new range of diverse and relatable characters and toys.



Concept & Product Design · Character Design · Stories and world building · Research & Focus Groups · Branding & Packaging · Product Development · Production & Sourcing · AR App Design & Development

Meet the Salam Sisters

Young girls love dolls. And for many, they are an important and compelling medium to create lasting memories.

With young daughters ourselves, we noticed that their dolls didn’t represent contemporary Muslim girls – females with diverse influences and interests, from science to fashion to sport.

This resulted in Salam Sisters, a collection of five culturally diverse characters who are faith-grounded, fun, modest fashion-forward, and future thinking.


“The Salam Sisters are a group of fierce culturally diverse dolls that motivate girls of all faiths to dream big”

 — NowThis

“When I saw the Salam Sisters, I knew they would be the positive role models that they don’t have with any of their other dolls.” 

— Oki Setiana Dewi

“…brands should cater to this new generation’s (Gen Alpha’s) progressive parents by developing toys that represent diverse lifestyles – a feat that’s been achieved by Dubai-based doll brand Salam Sisters”

 — Stylus

play-testers wanted to take one home
of first production pre-sold