HMD and Mattel Launch New Barbie Flip Phone to Combat Phone Addiction

Human Mobile Devices (HMD) and Mattel launched a new flip phone, the HMD Barbie Phone, in the United Kingdom and Europe this Wednesday. The pink device, soon available for the U.S. market, includes limited features like phone calls, texting, and restricted Internet access.

The new mobile was created considering the new trend of replacing smartphones with older phone models to reduce screen time. The digital detox movement among GenZ has been part of the companies’ market research. The press release acknowledges that, according to recent studies, in-person encounters have been prioritized over online communication over the past few years.

“In our fast-paced digital world, it can often feel like the online buzz never stops. 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,” said Lars Silberbauer, Global Chief Marketing Officer at Human Mobile Devices. “We cannot wait for people to get their hands on the device and take a holiday from their smartphone.”

The HMD Barbie Phone has a mirror on the front, a 0.3MP camera, two alternative cases, a beaded strap, stickers, and decoration items inside a fashionable box. When users turn on the phone, a ‘Hi Barbie!’ sound greets them in Ken’s voice, and the battery is expected to last up to 9 hours.

The flip phone is already on sale for £99.99 in the UK and 129 euros in the rest of Europe. According to the BBC, the price is double that of traditional Nokia models. However, phone expert Ben Wood told the broadcasting company that many would feel tempted to buy it and that “dumbphones” are getting more attention. 400,000 are expected to be sold this year.

Experts believe that buying these non-smart devices is not the solution and that instead, we should work on building healthier relationships with our phones.