Human Mobile Devices (HMD) has partnered with Mattel to create the new HMD Barbie phone, which brings nostalgia and glam in the form of a retro flip phone that’s pink, chic and comes with a mirror on the front.
Bringing back replaceable covers, the Barbie phone comes with two alternative cases – the brightly coloured swirls of the 1992 iconic Totally Hair Barbiedoll and a vintage ‘shooting heart’ design.
Developed in collaboration with the in-house design team at Mattel, the new HMD Barbie phone comes with a set of stick-on crystals and retro Barbie stickers including flowers, flamingos and rainbows, allowing for greater customisation.
It also comes with a pastel beaded phone strap in hues of pink, yellow and blue, adorned with phone charms inspired by the doll’s most iconic looks, from a mini pair of the chic 1959 sunglasses to a Malibu roller skate, a palm tree, an ice cream and a heart with a branded ‘B’.
A bespoke user interface including Barbiewallpapers and Barbieapp icons to support digital wellbeing include ‘Digital balance tips’, ‘BarbieMeditation’ and ‘Self-care reminders’. Even the sounds and alarms are relaxing, with ringtones to choose from including ‘Floating’, ‘Coastal’, ‘DreamHouse, ‘Azure Barbie, and ‘Surf Chimes’.
HMD global chief marketing officer, 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 can’t wait for people to get their hands on the device and take a holiday from their smartphone.”
Mattel EMEA head of licensing, Ruth Henriquez 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.”
The 0.3MP camera with torch delivers authentic Y2K style images which is the latest trend among Gen Z who are taking photos with classic phones and vintage cameras. It also comes with a Barbie camera frame for pictures. The battery delivers up to nine hours of talk time.
The HMD Barbie phone from HMD will be available from 5 September 2024 for RRP $199 via JB Hi-Fi, Harvey Norman, Big W, Officeworks, The Good Guys, and Amazon.