HMD launches Barbie flip phone

Human Mobile Devices has launched its Barbie Phone.

Taking the form of a retro flip phone, it’s pink, has a mirror on the front, comes with replaceable cases and is pitched as enabling users to ‘take a vacation from your smartphone.’

“In our fast-paced digital world, it can often feel like the online buzz never stops,” said Lars Silberbauer, Global Chief Marketing Officer at HMD.

“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. Barbie is as popular as she’s ever been, and feature phones are continuing to go from strength to strength – we’re bringing two brilliant things together. We cannot wait for people to get their hands on the device and take a holiday from their smartphone”.

The Barbie phone also comes with a beaded phone strap that can be adorned with Barbie phone charms, including a tiny roller skate and a Barbie doll-sized ice cream.

Its interface includes Barbie wallpapers and Barbie app icons to support digital wellbeing, including ‘Digital balance tips’, ‘BarbieMeditation’ and ‘Self-care reminders’. Relaxing ringtones to choose from including ‘Floating’, ‘Coastal’, ‘DreamHouse™, ‘Azure Barbie, and ‘Surf Chimes’.

Ruth Henriquez, Head of Licensing at Mattel EMEA, added: “At Mattel we have an unwavering commitment to design and innovation and this exciting new phone is a great example of that, tapping into important insights into how people want to limit their screen time.

“HMD has created amazing easter eggs which will make the user experience even more special and playful, sure to delight Barbie fans all over the world”.

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