The Finnish phone brand HMD (Human Mobile Devices) has introduced a new phone with Barbie motif which is supposed to solve smartphone addiction.
Until recently, HMD was best known for releasing Android phones under the Nokia brand, which it acquired from Microsoft. Now, however, the company is expanding its offering and launching smartphones under its own name, such as the current HMD Pulse serieswhich comes with a 59-hour battery life and self-repair capability, and is available from £99.
HMD’s latest release is a Barbie-inspired phone designed to enable digital detox.
The new social media-free phone is designed to resemble Barbi’s branded flip phone, pictured above
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Priced at £99, this nostalgic phone is a life-sized version of the iconic flip phone that came in a box with several Barbie dolls. HMD worked closely with Mattel to create the bright pink handset, which comes with a range of stick-on crystals and two alternative cases – the colourful swirls of the iconic Totally Hair Barbie from 1992Doll and a vintage heart-shaped design.
HMD designers have equipped the Barbie phone with a mirror and a 0.3 MP camera
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HMD also includes a beaded phone strap that can be adorned with iconic Barbie phone charms, including a small 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 go.
While the Barbie handset lets you make calls and send text messages, it doesn’t have any social media apps. It also comes with digital wellbeing tips and interchangeable covers, as well as a basic camera.
According to research by HMD, more and more young people are ready to digitally detox from their smartphones by switching to a simpler feature phone reminiscent of the mobile phones of the 1990s and early 2000s.
Lars Silberbauer, Chief Marketing Officer of HMD, said: “In our fast-paced digital world, it can often seem like the online hype never ends. This phone encourages you to put your smartphone aside for times when you want to browse less and have more fun – all with the help of a true cultural icon: Barbie.
“Barbie is more popular than ever and feature phones are becoming increasingly popular – we’re bringing two brilliant things together. We can’t wait for people to get their hands on the device and take a break from their smartphones.”
However, there is no support for apps like Facebook, Instagram, TikTok or Google Maps … Mattel has worked with HMD designers to create a customized menu featuring BarbieWallpapers and BarbieApp icons.
When you turn on the phone, a custom “Hello Barbie!“Startup sound.
Ruth Henriquez, Head of Licensing at Mattel in Europe, said: “At Mattel, we are relentlessly committed to design and innovation and this exciting new phone is a great example of that, providing important insights into how people want to limit their screen time.
“HMD has created amazing Easter eggs that will make the user experience even more special and playful and will delight Barbie fans around the world.”
In the box you will find:
- HMD Barbie Phone
- 2 additional back covers
- Pink Battery
- Pink USB-A to USB-C charging cable
- Gemstone stickers
- Beaded lanyard and attachable charms
- Glasses cleaning cloth
- Quick setup guide
The HMD Barbie Phone is available from today (28 August) for £99 in the HMD online shopand soon available from Argos and Vodafone. HMD offers a 30-day cooling-off period during which you can return the handset for a full refund.
HMD includes two alternative back panels, a carrying strap, stickers and a pink charging cable.
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Discussing the nostalgic launch, industry expert Ben Wood, chief analyst at CCS Insight, said that while the idea of a digital detox is becoming increasingly popular, it remains a “niche” in the phone market.
“The Barbie phone taps into the current trend of digital detoxification and has a fun design that could be widely accepted,” he said.
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“I imagine a lot of people buy it for fun, but in reality everyone is so addicted to their smartphone that more than a few days of detox would be too much for them.
“HMD should be applauded for bringing a bit of fun to the humble ‘dumbphone’. 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 dumbphone has reached the end of its life, but CCS Insight estimates that over 400,000 will be sold in the UK this year. That’s an attractive niche for a company like HMD.”
