(MENAFN) HMD Global, the company behind Nokia-branded mobile phones, has partnered with renowned toy maker Mattel to launch the HMD Barbie, a stylish pink flip phone that combines classic design with some modern smartphone features. The £99 (approximately US$131.24) Barbie phone is primarily a functional device that allows users to make calls and send text messages. However, unlike most smartphones on the market, it does not support access to social media applications and offers a simpler, streamlined experience reminiscent of mobile phones of the past. This launch coincides with Barbie’s 65th anniversary celebration and capitalizes on the nostalgic appeal of the iconic toy brand. The timing also follows the success of last year’s Barbie movie starring Margot Robbie, which became a global hit, grossing US$1.4 billion at the box office.
Market analysts at CCS Insights predict that the Barbie phone could be a huge hit, especially in the UK market. They estimate that HMD Global could sell over 400,000 units of the Barbie phone by capitalising on its availability at major retailers such as Vodafone and Argos. The phone’s expected popularity highlights a growing trend among consumers looking for simpler, less distracting mobile devices. By appealing to both nostalgic shoppers and fans of the Barbie brand, HMD Global is positioning the Barbie flip phone as a unique product that stands out in a market full of high-tech smartphones. The launch of the device also coincides with a renewed interest in retro and vintage-style technology, driven by a desire for a break from the always-connected digital world.
Finland-based HMD Global, backed by tech giants Alphabet (Google) and Qualcomm, has a long tradition of evoking nostalgia by reviving classic phone models with minimal smartphone features. This includes re-releasing iconic Nokia phones like the 3210 and 3310, which were popular in the early 2000s for their durability and straightforward functionality. With the launch of the Barbie flip phone, HMD continues this strategy by combining vintage aesthetics with limited modern features, appealing to a niche market segment that values simplicity, nostalgia and brand experiences.
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