HMD, the company behind Nokia, has introduced a new Barbie-themed flip phone aimed at users seeking a break from today's internet-connected smartphones.
Unveiled on Wednesday (August 28), this retro-style device costs $130.74 and is designed to offer a simple mobile experience without the distractions of internet access or social media.
Nokia Unveils Barbie-Themed Flip Phone
The HMD Barbie Phone features a vibrant pink exterior and a classic flip design, reflecting the iconic Barbie brand. It includes only basic functions from the 1990s and early 2000s: calling, texting, and a 0.3-megapixel camera with a flash torch.
The phone does not connect to the internet or support social media, aligning with a growing trend of digital detox among consumers.
Lars Silberbauer, HMD's Chief Marketing Officer, told BBC, "We've seen this surge which started in the US coming to Europe, that more and more people actually want to not be having a digital experience all the time."
The Barbie Phone will be available for purchase in the UK starting Wednesday, August 28, with plans for a US release to be announced soon. It includes customizable features such as a Barbie cover, additional back covers with different designs, stickers, and a phone strap adorned with pastel beads.
The phone is part of a larger trend where consumers, especially Gen Z, are turning towards simpler devices to escape the overwhelming presence of modern smartphones. This movement is fueled by concerns over the negative impacts of constant connectivity and social media.
HMD's Nostalgic Barbie Phone
According to CNBC, the release of the Barbie Phone comes after the success of the 2023 "Barbie" movie, which earned $1.4 billion at the box office. Despite the phone's release coming more than a year after the film's debut, CCS Insight analyst Ben Wood anticipates strong sales. The research firm estimates that HMD will sell around 400,000 units of the Barbie Phone in the UK this year.
HMD, formerly known as HMD Global, acquired the Nokia brand from Microsoft in 2016 and continues to sell Nokia-branded devices. The company, now rebranded as Human Mobile Devices, pays Nokia royalties on these products.
The Barbie Phone offers a nostalgic return to simpler technology, reminiscent of older 'brick' phones and lacking features like an app store or touch screen. It is priced significantly lower than modern smartphones, making it an attractive option for those seeking a digital detox.
In addition to the basic features, users can enjoy the classic Nokia game Snake, which has been updated with a pink makeover and renamed Malibu Snake. This feature taps into the current demand for devices that offer a break from constant digital engagement.
