Credit: Envato Elements
The company behind Nokia phones, HMD, has released a new Barbie-themed phone that brings back a simpler era. The HMD Barbie Phone, launched in the U.K. for £99 (about $130), is set to hit the U.S. market soon.
This hot pink flip phone features a big “Barbie” logo on the back, echoing a retro style. Unlike today’s smartphones, it doesn’t have internet access or social media apps and is only capable of calls, texts, and basic camera functions. HMD partnered with Mattel, the toy company behind Barbie, to create this device.
The Barbie phone is designed to appeal to people who want a break from constant online activity. “This phone encourages you to ditch your smartphone when you want less browsing and more fun,” said Lars Silberbauer, HMD’s Chief Marketing Officer.
The phone comes with a 0.3-megapixel camera, a flash torch, and allows users to add Barbie-themed frames to their photos. It also includes fun extras like a hot pink cover, two additional back covers, Barbie stickers, and a pastel beaded phone strap.
Although it’s launching more than a year after the hit “Barbie” movie, which made $1.4 billion at the box office, experts predict strong sales. Research firm CCS Insight estimates that HMD could sell 400,000 Barbie phones in the U.K. this year.
“The Barbie phone taps into the current trend of digital detoxing with a fun design,” said Ben Wood, a chief analyst at CCS Insight.
HMD, which has held the rights to sell Nokia phones since 2016, hopes this Barbie phone will appeal to those looking to step back from the digital world, while also enjoying a bit of nostalgia.
