As a small family-run business based in the UK, ALLOVA saw a gap in the market for toys that represented the Muslim community and decided to fill it by creating our own line of toys. Since launching the Umm Amirah Doll Set, we have expanded our product line to include three other toys sets with variation of light- and dark-skinned dolls. Our aspiration is for everyone to be able to purchase our toys everywhere. One day, we hope to see our toys available in neighborhood shops like Morrison's and Asda.

Our main goal is to make sure that our products help parents teach their children about Islam, diversity, and inclusivity in a way that is more enjoyable for kids.