HMD, the company behind Nokia -branded phones, launched a Barbie-branded phone Wednesday that comes with calls, texts and a classic “flip” design — but no internet or social media apps.
The HMD Barbie Phone is a hot pink device that flips open and shut and sports a bold “Barbie” logo on the back, harking back to the iconic fashion doll collection.
The phone is available for purchase in the U.K. starting Wednesday, retailing at £99 ($130.74).
A U.S. launch is planned “soon,” according to HMD, which added that it will reveal exact details of the U.S. launch on social media.
Unlike the internet-connected smartphones of today, which are the most widely adopted form factor when it comes to mobile devices, HMD’s Barbie phone won’t be connected to the internet.
The concept of taking a “digital detox” has become more popular over the last few years as consumers have sought to limit harmful effects of social media on their daily lives.
The Barbie phone comes equipped with a 0.3 megapixel camera, along with a flash torch for taking “Y2K style” images, HMD said.
It estimates HMD will sell 400,000 units of its Barbie phone in the U.K. this year.
“The Barbie phone taps into the current digital detox trend with a fun design that could have broad appeal,” said Ben Wood, chief analyst of CCS Insight, in emailed comments.
HMD has held the rights to sell Nokia-branded mobile products since 2016 after striking a deal to acquire the Nokia mobile brand from Microsoft in 2016 with electronics industry supplier Foxconn Technology.
A Barbie-branded phone with calls, texts, and a traditional “flip” design was unveiled on Wednesday by HMD, the company that makes phones under the Nokia brand. However, it lacks social media and internet apps.
The HMD Barbie Phone is a bright pink gadget that opens and closes. Its back features a large “Barbie” emblem, paying homage to the legendary fashion doll line.
The Barbie franchise, which has been manufactured and marketed by Mattel, the massive toy company behind Barbie toys and accessories since 1959, is the source of this partnership’s success.
You can buy the phone in the U.S. KK. selling for £99 ($130.74) at retail beginning on Wednesday. An U. S. launch is scheduled “soon,” as stated by HMD, which also mentioned that it will disclose specifics regarding the U. S. launch via social media.
HMD’s Barbie phone will not have an internet connection, in contrast to today’s smartphones, which are the most popular form factor among mobile devices.
The company aims to profit from the growing trend of Gen Z customers adopting so-called dumb phones, which have limited text, call, and camera functionality and no internet.
As people have looked to reduce the negative effects of social media on their daily lives, the idea of going on a “digital detox” has gained popularity in recent years.
“In our rapidly evolving digital landscape, it frequently seems as though the online excitement never ceases,” HMD Chief Marketing Officer Lars Silberbauer stated in a statement on Wednesday.
“With the help of Barbie, a true cultural icon, this phone encourages you to give up your smartphone when you just want less browsing and more fun. “.”.
In addition to a flash torch for capturing “Y2K style” photos, the Barbie phone has a 0.3 megapixel camera, according to HMD. Users have the option to include a Barbie camera frame around their photos when they take them.
Along with two removable back covers—one featuring a shooting heart design and the other with colored swirls—the device will also be sold with a hot pink Barbie cover. A pastel beaded phone strap and stickers featuring Barbie are also included.
Taking advantage of the excitement that surrounded the Barbie brand in the wake of the 2023 “Barbie” film, HMD and Mattel hope to capitalize on it this year.
The highest-grossing movie of 2023 was the smash hit movie starring Will Ferrell, Ryan Gosling, and Margot Robbie, which brought in $10.4 billion at the box office.
Some people might feel that the phone’s release comes a bit too late in relation to the movie’s July release.
Research firm CCS Insight predicts that the phone will sell well, even though it was released more than a year after the movie. It projects that HMD will sell 400,000 Barbie phones in the U.S. KK. now that year.
According to CCS Insight chief analyst Ben Wood’s email comments, “the Barbie phone taps into the current digital detox trend with a fun design that could have broad appeal.”.
It’s likely that a considerable number of individuals will be drawn to purchase it for amusement purposes; however, given how reliant we have become on our smartphones, going beyond a light detox day will be difficult. ****.
Following an agreement to buy the Nokia mobile brand from Microsoft in 2016 with electronics industry supplier Foxconn Technology, HMD has been in possession of the rights to sell mobile devices bearing the Nokia brand since that year.
Earlier this year, the business—then known as HMD Global—changed its name to Human Mobile Devices. When HMD sells devices bearing Nokia’s brand, Nokia receives royalties.
