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Finnish phone brand HMD (Human Mobile Devices) has unveiled a new Barbie-themed phone that hopes to solve smartphone addiction.
Until recently, HMD was best known for releasing Android handsets under the Nokia brand, which it acquired from Microsoft. However, it's now branching out to launch smartphones under its own name, like the recent HMD Pulse line-up, which shipped with a 59-hour battery life and DIY reparability, starting from £99.
The latest release from HMD is a phone inspired by Barbie that's designed to offer a digital detox.
The new social media-free phone is designed to resemble Barbi's trademark flip phone, pictured above
HMD GLOBAL PRESS OFFICECosting £99, this nostalgic phone is designed to be a life-size version of the iconic flip phone shipped in the box with several Barbie dolls. HMD has worked closely with Mattel to create the bright pink handset, which comes with a range of stick-on crystals and two alternative cases — the brightly coloured swirls of the 1992’s iconic Totally Hair Barbiedoll and a vintage shooting heart-like design.
The designers at HMD have equipped the Barbie phone with a mirror and a 0.3MP camera
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HMD also includes a beaded phone strap that can be adorned with iconic Barbie phone charms including a tiny roller skate, and a Barbiedoll-sized ice cream. The front of the flip phone is a mirror, so you can use the handset to check your reflection on-the-move too.
While the Barbie handset is capable of phone calls and texts, there are no social media apps. On top of that, it comes equipped with digital wellbeing tips and replaceable covers, as well as a basic camera.
HMD says research shows more and more young people were open to taking a digital detox from their smartphone by switching to a more basic feature phone reminiscent of the mobile phones of the 1990s and early 2000s.
HMD Chief Marketing Officer, Lars Silberbauer said: "In our fast-paced digital world, it can often feel like the online buzz never stops. This phone encourages you to ditch your smartphone in times when you just want less browsing and more fun, all with the help of a true cultural icon, Barbie.
“Barbie is as popular as she’s ever been, and feature phones are continuing to go from strength to strength – we’re bringing two brilliant things together. We cannot wait for people to get their hands on the device and take a holiday from their smartphone."
Although you won't find support for apps like Facebook, Instagram, TikTok, or Google Maps... Mattel has collaborated with the designers at HMD to create a bespoke menu with Barbiewallpapers and Barbieapp icons.
Turning on the phone reveals a custom "Hi Barbie!" boot-up sound.
Ruth Henriquez, head of licensing at Mattel in Europe, said: “At Mattel we have an unwavering commitment to design and innovation and this exciting new phone is a great example of that, tapping into important insights into how people want to limit their screen time.
“HMD has created amazing Easter eggs which will make the user experience even more special and playful, sure to delight Barbie fans all over the world.”
In the box, you'll find:
The HMD Barbie Phone is available from today (Auguyst 28) for £99 from HMD's online store, and coming soon from Argos and Vodafone. HMD offers a 30-day cooling off period, where you can return the handset for a full refund.
In the box, HMD ships two alternative rear panels, a lanyard, stickers, and a pink charging cable
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Discussing the nostalgic launch, Industry expert Ben Wood, chief analyst at CCS Insight, said although the idea of a digital detox was becoming more popular, it remained a “niche” part of the phone market.
“The Barbie phone taps into the current digital detox trend with a fun design that could have broad appeal,” he said.
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“I’d imagine quite a few people will be tempted to buy it as a bit of fun, but in reality everyone is so dependent on their smartphones that anything more than the odd day of detox will be a stretch.
“HMD should be applauded for adding a bit of fun to the humble ‘dumb phone’. Everyone I’ve shown the phone to loves the idea and the design. It’s a very eye-catching product that definitely turns heads. Some may think the dumb phone has reached the end of the line, but this year CCS Insight estimates that over 400,000 will be sold in the UK. That’s an attractive niche for a company like HMD.”
Additional Reporting By Martyn Landi, PA Technology Correspondent
