Human Mobile Devices (HMD) has officially launched the Barbie mobile phone, first unveiled at MWC24 in Barcelona. The £99 device comes with accessories including a phone armband and interchangeable cases.

The Barbie flip phone, developed in collaboration with toy maker Mattel, features a “retro” design and concept that HMD says is intended to encourage users to “live in the real world without digital distractions.”

The device is only set up to accept calls and messages, has a 0.3 megapixel camera and a battery that allows up to nine hours of talk time.

Lars Silberbauer, HMD’s global marketing chief, said the phone was designed to “encourage you to put your smartphone away during times when you want to browse less and have more fun,” calling the fashion doll a “true cultural icon.”

As part of the wellbeing concept, the phone also offers “digital wellbeing tips” as well as meditative sounds and alarms, HMD’s statement said.

It comes in a bold pink color and features patterns that date back to the 1992 Barbie brand and features a mirror on the front.

HMD also includes stickers, a pair of interchangeable phone cases, and a wristband in the package.

Ben Wood, Chief Analyst at CCS Insight, commented on the product launch: “HMD deserves applause for bringing a bit of fun to the humble ‘dumb phone’. Everyone I’ve shown the phone to loves the idea and design. It’s a very eye-catching product that definitely turns heads.”

Wood added that the launch of the Barbie phone “represents an interesting connection for Mattel at a time when the toy industry is looking to expand into new market segments.”

The handset is now available on HMD’s website and in select retail stores in the UK, and will be available in the US soon.