HMD has announced that they will be collaborating with Mattel to launch a new flip phone that aligns with the pink identity associated with Barbie, following the release of the film last year. This phone is a feature phone, or “dumb phone” and brings back the retro style of devices that the Y2K trend seems to be bringing back. It is a chic, pink phone with a mirror on the front, making it both stylish and practical at the same time.
This phone is said to encourage less time spent on smartphones, with digital detoxes being a priority among the gadget generation. Global Chief Marketing Officer at HMD, Lars Silberbauer, said in a release, “In our fast-paced digital world, it can often feel like the online buzz never stops. This phone encourages you to ditch your smartphone in times when you just want less browsing and more fun, all with the help of a true cultural icon, Barbie.
“Barbie is as popular as she’s ever been, and feature phones are continuing to go from strength to strength – we’re bringing two brilliant things together. We cannot wait for people to get their hands on the device and take a holiday from their smartphone.”
What Customisation Features Does the HMD Barbie Phone Bring?
The phone comes with not one, but two interchangeable back covers, that were inspired by classic Barbie designs that audiences and long time fans are familiar with. Users can also personalise their phones more with stickers, crystals and a beaded lanyard that are decorated with Barbie themed accessories.
The interface also comes in Barbie-styled, with themes and icons to match the hardware. Ruth Henriquez, Head of Licensing at Mattel EMEA, shared, “At Mattel we have an unwavering commitment to design and innovation and this exciting new phone is a great example of that, tapping into important insights into how people want to limit their screen time.
“HMD has created amazing easter eggs which will make the user experience even more special and playful, sure to delight Barbie fans all over the world.” From the outside in, every aspect of this phone is designed to bring Barbie’s world to life, making it a delightful gadget for fans of all ages.
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How Does This Phone Support Digital Detoxes?
Taking a break from the constant screen time- be it from working or from social media- is so important in this day and age. This phone is designed with this fact in mind. The absence of smartphone features, such as app stores, encourages users to focus on real-life interactions, instead of getting lost in scrolling.
It doesn’t end there, because the phone even has “digital balance tips”, which is a function designed to help users manage screen time. It gives users reminders and tips on how to reduce screen time for a more balanced way for the use of tech.
Why Is This A Smart Business Move?
The phone is targeted at younger generations, specifically Gen Z, who is particularly looking at reducing their screen time, and seeking out more simple, nostalgic and wholesome forms of tech. Adding in the Barbie brand adds a layer of cultural influence, given the iconic impact the brand has on this generation in particular.
On top of this being appealing to the younger generation, the phone may also peak the interest of parents and teachers who are concerned about the effects of excessive smartphone use on children.
Although some experts argue that the solution to excessive smartphone use is better digital literacy, and not cutting off smartphones completely, there’s no denying the appeal of a device that brings a break from the constant digital overload. The Barbie Phone lets users reconnect with the era before smartphones’ domination in our everyday lives.
