Digital detox. HMD partners with Mattel for a flip phone called HMD Barbie without mobile surfing or social media
HMD Global has partnered with toy maker Mattel to launch the HMD Barbie flip phone to combat smartphone and social media addiction.
Human Mobile Devices described the new retro device as “a cute, feature-packed little flip phone designed to make browsing less and having more fun this summer.”
The HMD Barbie phone is designed for “real-world living without digital distractions” and “features a retro design with calls, text messages and no social media – perfect for a smartphone break,” the company said.
HMD Barbie Phone
Human Mobile Devices said the new HMD Barbie phone “brings a touch of nostalgia and a splash of glamour to your everyday life in the form of a retro flip phone.”
“It’s pink, it’s chic, it’s sleek, it has a mirror on the front (so you can touch up on the go) and it’s the perfect tool to live your life to the fullest and take a break from your smartphone,” the company explained.
There are two alternative cases: the colorful swirls of the iconic 1992 Totally Hair Barbie doll and a vintage “shooting heart” design. There’s also a beaded phone strap that can be adorned with iconic Barbie phone charms, including a tiny roller skate and a Barbie doll-sized ice cream cone.
Additionally, the user can choose from a selection of glittery gems and retro vintage style Barbie stickers for decoration.
“In our fast-paced digital world, it can often seem like the online hype never ends,” said Lars Silberbauer, global marketing director at HMD. “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 great things together,” said Silberbauer. “We can’t wait for people to get their hands on the device and take a vacation from their smartphones.”
“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,” added Ruth Henriquez, Head of Licensing at Mattel EMEA.
“HMD has created amazing Easter eggs that make the user experience even more special and playful and are sure to delight Barbie fans around the world,” said Henriquez.
Digital detox
HMD claims that in recent years, more and more Gen Z and young people are choosing to limit their screen time and switch off from time to time.
Since 2021, the number of online conversations with friends has fallen by 13 percent, the company said (citing data from GWI Social), while the number of face-to-face meetings with friends has increased by 28 percent.
The Barbie phone also features a customized interface with Barbie wallpapers and Barbie app icons to support digital wellbeing, including Digital Balance Tips, Barbie Meditation and Self-Care Reminders. You can find Self-Care Reminders in Settings.
A “Hi Barbie” voice greets the user when they turn on the phone, and they see a missed call notification from Ken.
Even the sounds and alarms are relaxing. Choose from ringtones like “Floating,” “Coastal,” “DreamHouse,” “Azure Barbie,” and “Surf Chimes.”
The device also includes hidden Easter eggs for important Barbie dates and words.
Specifications, prices
The HMD Barbie Phone has a 2.8-inch main screen as well as a 1.77-inch cover screen. Under the hood is a Unisoc T107 chipset with 64MB of RAM and 128MB of storage – expandable up to 32GB via the microSD card slot.
It has a single VGA camera (0.3 MP), Bluetooth 5 connectivity, a headphone jack and a USB-C port for charging and data transfer.
The phone is now available in Europe and the UK and costs a modest €129 and £99 respectively.
For US customers, it will cost $129, be available for pre-order starting September 23rd, and ship on October 1st.
