Mattel and HMD have released a Barbie flip phone and we’re not kenough

Missing the Barbie-mania surrounding the release of the Barbie movie last year? Look no further than this new HMD Barbie phone, released to bring back a little of that nostalgia, and to also fight a very current issues: too much screen time. Here’s the low-down on the fantastic (and fantastically pink) Barbie flip phone.

With this phone, you won’t be able to spend hours on social networks. Far from being at the cutting edge of the latest technology, this new retro-style Barbie-branded flip phone can limit your screen time in a fun way.

[Hero and Featured Image Credit: Photography Barbie, HMD©]

Mattel has released a Barbie flip phone and we’re not kenough

A year after the Barbie movie hit theatres, the world’s most famous doll is back in the news, this time with a phone. In collaboration with Mattel, Human Mobile Devices (HMD), which makes Nokia phones, has released the “Barbie Phone,” which has no internet access, according to a news release dated August 28. The phone is already available to buy online for €129.99 (approx. THB 4920).

A closer look at the Barbie HMD phone design

With its vintage look, clamshell design, no front camera, built-in mirror and replaceable covers, this handset aims to take users back to the days when cell phones were only used to receive calls or messages. And that’s exactly what this retro dumbphone offers. As HMD points out, it’s impossible to use this device for social networking — the perfect way to cut down on excessive screen time! “The flip phone brings back the joy of simpler, sweeter days. Call your besties, set up a catch-up date, and text them the meeting spot,” the brand explains.

An effort to limit screen time

The issue of screen time has gained prominence since the Covid-19 pandemic. But since then, a trend has emerged among young people to step back from social networks, actively choosing to limit their screen time. HMD points out that, according to GWI’s Social Behind the Screens 2023 report, since 2021, talking to friends online has dropped by 13%, while seeing friends in person has shot up by 28%. Nevertheless, screen use continues to grow. According to an Electronics Hub report, on average, the world’s population spends six hours and 43 minutes a day on screens, three minutes more than last year.

While the Barbie Phone limits its use to the most basic communications in the interests of the user’s well-being, it also hopes to be a source of support with apps like “Digital balance tips,” ‘BarbieMeditation’ and ‘Self-care reminders.’ Even the sounds of notifications and alarms are described as “relaxing.”

Commenting on the launch of the Barbie Flip Phone, Global Chief Marketing Officer at Human Mobile Devices, Lars Silberbauer, said; “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. 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.”

To make the phone even more fun to use, HMD has added a certain number of “Easter eggs” — little hidden gifts or surprises — to the device, including a surprise by typing *#227243# or BARBIE into the phone. When you switch it on, you’ll also hear “Hi Barbie!” as the boot-up sound. As a manufacturer of Nokia phones, HMD even offers a Barbie version of the “Snake” game with “Malibu Snake”! With a battery life of 9 hours, users will have plenty of time to discover all the secrets of the Barbie Phone.

Where to buy the HMD Barbie Phone

The HMD Barbie phone is not available in stores in Thailand at the time of writing, though it can be found at various HMD retailers in Singapore, Malaysia, and China. According to the website, it can also be purchased online in Belgium, Finland, France, Germany, Italy, Netherlands, Spain, and the United Kingdom.

This story is published via AFP Relaxnews.