The HMD Global, the company behind Nokia-branded phones, has launched a Barbie-branded phone that features a classic “flip” design but lacks internet connectivity. The phone, priced at $130, is targeted towards consumers seeking a digital detox and aims to capitalize on the recent trend of embracing “dumb phones”.
The hot pink device features a bold “Barbie” logo and comes equipped with a 0.3-megapixel camera, a flash torch, and interchangeable back covers. It also includes Barbie-themed stickers and a pastel beaded phone strap.
The Barbie phone is a result of a partnership between HMD Global and Mattel, the toymaking giant behind the Barbie franchise. It is expected to be available in the U.S. soon, following its launch in the U.K.
Despite the phone’s launch coming over a year after the release of the “Barbie” movie, research firm CCS Insight forecasts promising sales. It estimates HMD Global will sell 400,000 units of the Barbie phone in the U.K. this year.
The Barbie phone’s lack of internet connectivity aligns with the growing trend of digital detox among consumers, particularly Gen Z, who seek to limit the harmful effects of social media.
HMD Global has held the rights to sell Nokia-branded mobile products since 2016. The company, now known as Human Mobile Devices, rebranded earlier this year.
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This new Barbie phone offers an alternative to internet-connected smartphones, catering to consumers seeking a simpler and less distracting mobile experience.
