LONDON – The company behind Nokia phones has launched a Barbie-branded flip phone in the classic pink of the Barbie range, but without internet functionality.

HMD, Nokia’s parent company, has partnered with Mattel, which has been producing and selling Barbie toys and accessories since 1959. Together they have launched the classic device, which folds open and closes and features a bold “Barbie” logo on the back, reminiscent of the iconic fashion doll collection.

“Say hello to the ultimate Barbie™️ flip phone – it’s chic, sleek, and yes, it’s PINK! 💖 This isn’t just any phone; it’s a break from the digital noise so you can get back to what matters. Ready to pick up?” HMD said in a post on Instagram. “Time to live your dream life with the HMD Barbie™️ phone! 🌟📵💕”

Not only does the phone not have internet access, but it also doesn’t have access to social media. Instead, the device will come with several Easter eggs, including a “Hi Barbie” voice message when it’s turned on, according to USA Today.

HMD advertises the device as a “vacation from your smartphone.”

“In our fast-paced digital world, it can often seem like the online buzz never ends,” said Lars Silberbauer, HMD’s chief marketing officer, in a statement published by CNBC on Wednesday. “This phone encourages you to put your smartphone away during times when you want to browse less and have more fun – all with the help of a true cultural icon: Barbie.”

The phone is not yet available in the US. It is scheduled to launch on October 1st. Pre-orders are available until September 23rd on HMD.com, USA Today reported. The device works with AT&T, T-Mobile and Verizon cellular networks.

According to CNBC, the phone went on sale in the UK on Wednesday, August 28, with a retail price of £99 ($130.74).

HMD hopes to capitalize on a trend that has emerged in recent years, particularly among Generation Z consumers, leading to so-called “dumbphones” that have no internet and only offer basic texting, calling and camera features, CNBC reported.

The concept of a “digital detox” has gained popularity in recent years as consumers seek to limit the harmful effects of social media on their daily lives.

The Barbie phone features a 0.3-megapixel camera, according to HMD, as well as a flash for “Y2K-style” shots. When taking a photo, users can add a Barbie camera frame around their images.

HMD and Mattel hope to capitalize on the hype surrounding the Barbie franchise, which was created last year after the 2023 “Barbie” film starring Margot Robbie, Ryan Gosling and Will Ferrell grossed $1.4 billion at the box office.