Key Points
- HMD releases a Barbie-themed flip phone in partnership with Mattel. The phone retails at £99 in the U.K., and a U.S. launch is planned soon.
- The phone lacks internet and social media and focuses on calls, texts, and basic camera functions.
- Targets Gen Z and digital detox enthusiasts seeking to reduce screen time.
- CCS Insight predicts 400,000 units sold in the U.K. this year despite launching over a year after the “Barbie” movie’s release.
HMD, known for Nokia-branded phones, has launched a Barbie-themed flip phone aimed at consumers seeking a break from constant connectivity. Released in partnership with Mattel, the toymaker behind the iconic Barbie franchise, the Barbie Phone is a hot pink flip device featuring a bold “Barbie” logo and retro design reminiscent of the classic fashion doll.
Available in the U.K. for £99 ($130.74), the phone will soon be launched in the U.S., with details on the release to be shared on social media. Unlike modern smartphones, the Barbie Phone lacks internet access and social media apps, offering only basic calling, texting, and a 0.3-megapixel camera with a flash torch for taking nostalgic “Y2K style” photos. The phone also includes Barbie-themed accessories like a hot pink cover, interchangeable back covers, Barbie stickers, and a pastel beaded phone strap.
HMD’s Barbie Phone is a growing trend among Gen Z consumers who gravitate towards “dumb phones” that limit online distractions. The device aims to tap into the digital detox movement, which has gained traction as people look to reduce the negative impacts of social media on their daily lives.
“In our fast-paced digital world, it can often feel like the online buzz never stops,” said Lars Silberbauer, HMD’s Chief Marketing Officer. “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.”
The Barbie Phone arrived more than a year after the release of the 2023 blockbuster “Barbie” movie, which starred Margot Robbie, Ryan Gosling, and Will Ferrell and grossed $1.4 billion globally. Despite the late launch, research firm CCS Insight forecasts strong sales, predicting that HMD will sell 400,000 units of the Barbie Phone in the U.K. this year.
Chief Analyst at CCS Insight, Ben Wood, commented, “The Barbie phone taps into the current digital detox trend with a fun design that could have broad appeal. While many might buy it for fun, the reliance on smartphones means that extended use beyond a short-term detox may be unlikely.”
