The HMD Barbie Phone Offers a Stylish Smartphone Break
Human Mobile Devices has teamed up with toy manufacturer Mattel to launch the HMD Barbie™ Phone, a feature flip phone which offers calls, texts, a camera and no social media.
As more mobile users turn away from being instantly online and constantly contactable, the Barbie flip phone is designed for those who want to take a break from their smartphone. The phone also comes with digital wellbeing tips, self-care reminders - and so much more.
The Barbie flip phone supports digital wellbeing
When the phone is flipped open, the familiar ‘Hi Barbie!’ boot up sound plays, then offers users:
- A 0.3MP camera and torch
- A battery with up to nine hours of talk time
- A keypad with palm trees, hearts and flamingos which light up in the dark
- A mirror on the front
- Two phone case options
- A Barbie style beaded phone strap
- A choice of Barbie wallpapers
- Digital wellbeing support, including Digital balance tips, BarbieMeditation and Self-care reminders
- Multiple ringtones to choose from, such as Coastal and Azure Barbie
- No social media.
As smartphones fall out of popularity, HMD’s Barbie phone is a part of the ‘dumbphone’ movement - a functional phone with the distraction
Carrying the internet in your pocket has its perks - contacting friends to make plans, sending vital work emails, ordering medicine, booking appointments and so much more. Across the Google Play Store and the Apple App store, there are over four million apps to make our lives easier and more entertaining.
Yet this accessibility can make it harder to switch off, around friends or before bed, impacting social wellbeing and our physical health. This has led some to ditch their smartphone and go back to the ‘dumbphone’ - a mobile which can make calls and send texts, but not replace our friends.
For those who keep their smartphone, the digital detox movement actively limits screen time and sees users switch off their device for a whole weekend.
In the last year, 64% of Gen Z’s have made a conscious decision to limit their screen time to enable them to ‘switch off’, while 50% say they’d prefer to take a feature phone with them on holiday to allow themselves a proper break.
“In our fast-paced digital world, it can often feel like the online buzz never stops. The Barbie flipphone 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,” Lars Silberbauer, Global Chief Marketing Officer at Human Mobile Devices. “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.”
Lars has been CMO at HMD since 2022. Prior to that, he spent almost a decade at Lego. Now, the Barbie flip phone has made Lars the biggest hero to his two daughters and to others who want to pursue the digital detox.
“Playtime is getting squeezed out, because kids are getting smartphones earlier,” Lars explained in a previous interview with Mobile magazine. “Coming from my background at Lego, play and creativity sit very much at the core of my heart.”
The Barbie flip phone was developed in close collaboration with the in-house design team at Mattel.
“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,” agreed Ruth Henriquez, Head of Licensing at Mattel EMEA. “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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