Desi Dolls launches in FAO Schwarz, Selfridges London

Published on: 15th August 2022

Desi Dolls produces a range of faith-based toys representing the Muslim community, with huge potential to drive consumer spending around Ramadan and Eid.

The range has been listed in the flagship FAO Schwarz Toy Shop in Selfridges, London, after buyers there contacted owner, Farzana Rahman. In what Farzana describes as a ‘dream transaction’, the toys have appeared on shelf in the FAO Schwarz concession in under two months from the first meeting between the buying team and The Desi Doll Company.

Farzana contacted Toy World to say how excited she was to see her range in such a high profile retail location. “I must admit it was a real pinch me moment”, she explained. “I’ve been going to Selfridges since I was a little girl, and so to have my toys in this flagship store is just surreal. Most of all I love the fact that Selfridges sought me out and approached me for  my unique range of toys. Makes a refreshing change from me persistently trying to get the attention of the UK hight street stores.”

The Desi Doll collection has been designed to help promote respect and understanding amongst Muslim children and peer groups who may not share the same faith. It aims to teach young children that having different faiths does not matter in friendship, and that people have plenty in common regardless of faith.

“I love that we are living in a time where diversity and representation is becoming more than just a conversation,” added Farzana. “I love that I can walk into one of the world’s most iconic department stores and find Desi Doll toys.”

The range has also been listed in Selfridges in Manchester and Birmingham and, as well as reaching more consumers, Farzana sees this as an ideal opportunity for other retailers to experience the appeal of the range for themselves. “If you want to see, touch and feel our interactive dolls and pillows, then do pop along to Selfridges in London, Manchester or Birmingham,” she added. The range will also soon be available online at

To find out more more about Desi Doll toys, contact Farzana at to have a chat and be introduced to the innovative range. A catalogue and price list is available at the same address.

Visit the company website here.


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