It is a baby-blue rotating display that consists of three rows of several baby dolls from top to bottom.
Role in episode
When Mr. Krabs comes home to see how SpongeBob and Patrick did on painting his house, he realizes they messed up his Doll-a-Rama by misplacing one of the dolls, so he places the said doll back in its correct position, resulting in it saying "mama" when Mr. Krabs touches it.
The way that Mr. Krabs reacts by taking a pause in between the second syllable in "Doll-a-Rama" makes SpongeBob and Patrick anxious, believing that he found out what happened to his first dollar, which he did not.
- Its name is a reference to the Dollarama store franchise.