Bemused Bulldogs coach Steve Folkes has called for a halt to the Sonny Bill Williams media frenzy which has engulfed the teenage sensation.

After Williams trained strongly at Brothers Leagues Club on Thursday to confirm his place in the pack to tackle the Cowboys on Friday night, Folkes expressed his amazement at the hysteria surrounding the 19-year-old Kiwi international.

"Apparently the world will come to an end if he doesn't play," said a tongue-in-cheek Folkes.

"I just wanted to make sure that doesn't happen."

Folkes' comments may have been light-hearted but clearly the attention Williams has received from the media at the expense of his teammates has hit a nerve with the coach.

"Yeah, I do, I find it very funny," said Folkes when asked if he thought it odd attention was on Williams when there were so many other good players in the competition.

"There's plenty of other superstars with other clubs but for some reason the media seem to have taken a liking to hyping Sonny Bill up."

Several of Williams' teammates have played at the highest level.

But they've barely rated a mention, according to Folkes, who said the media had gone "overboard" in hyping up Williams.

Former NSW Origin coach Phil Gould commented several times during coverage of last week's game between the `Dogs and St George Illawarra that Williams "played a game of which I'm not familiar".

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