HMD Global, the company behind Nokia-branded phones, has teamed up with Mattel, the iconic toymaker, to introduce the HMD Barbie Phone. This pink feature flip phone, priced at £99 (approximately US$129 in the United States), embraces a retro design while capturing the essence of nostalgia and simplicity. The device is set to hit the market on August 28, coinciding with the 65th anniversary of the Barbie doll.
The HMD Barbie Phone is designed for those who appreciate the charm of classic flip phones. It allows users to make calls and send text messages but notably does not support social media apps, offering a refreshing break from the constant connectivity of modern smartphones. The phone’s Barbie-pink keypad features hidden designs that light up in the dark, revealing playful motifs such as palm trees, hearts, and flamingos.
This launch follows the global success of the 2023 Barbie movie, starring Margot Robbie, which grossed an impressive US$1.4 billion at the box office. With the movie’s resurgence of interest in the Barbie brand, the timing of the HMD Barbie Phone’s release couldn’t be more fitting.
Ben Wood, chief analyst at CCS Insight, remarked on the phone’s appeal, suggesting that while it may attract buyers for its novelty, the reliance on smartphones in daily life may limit its use to occasional “digital detox” periods. Nevertheless, the phone is expected to find a market among those looking for a fun, minimalist alternative to their usual devices.
CCS Insight has projected that HMD could potentially sell over 400,000 Barbie phones in the UK alone. The device will be available through major retailers such as Vodafone and Argos, making it accessible to a broad audience.
HMD Global, a Finnish company supported by tech giants like Google and Qualcomm, has previously found success with feature phones, including re-releases of classic Nokia models like the 3210 and 3310. The introduction of the HMD Barbie Phone continues this trend, blending retro appeal with a modern twist.
For those seeking a blend of nostalgia and practicality, the HMD Barbie Phone offers a unique way to celebrate Barbie’s enduring legacy while stepping away from the demands of constant online connectivity.
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