HMD Global, the company behind Nokia-branded phones, has teamed up with toy manufacturer Mattel Inc. to introduce a Barbie-themed flip phone, capitalizing on the enduring popularity of the iconic doll and the recent box office success of the “Barbie” movie.
This partnership has given birth to the HMD Barbie Phone, a compact, pink flip phone with a retro design that evokes a sense of nostalgia. The device is available in most countries, including the U.K. (€129) and Europe (£99), starting Wednesday. In the U.S., it will go on sale in October for $129, with pre-orders starting on Sept. 23.
The HMD Barbie Phone is designed for basic communication, allowing users to make calls and send texts. It does not support social media apps, emphasizing its focus on simple functionality. The phone features a pink keypad with hidden designs of palm trees, hearts, and flamingos that illuminate in the dark, adding a touch of whimsy.
Beyond its aesthetic appeal, the phone boasts a single VGA (0.3MP) camera, Bluetooth 5 connectivity, a headphone jack, and a USB-C port for charging and data transfer. It comes with 128 GB of internal storage, although the company notes that pre-installed software and apps occupy a significant portion of this space.
Notably, the Barbie Phone does not include a wall charger, aligning with HMD Global’s commitment to reducing e-waste. The phone is further customized with two extra back covers, a beaded lanyard, and stick-on gems, allowing users to personalize their device. Adding to the nostalgic appeal, the phone also includes the classic Snake game.
The launch of the HMD Barbie Phone coincides with Barbie’s 65th birthday, marking a significant milestone for the brand. Moreover, it follows the immense success of the “Barbie” movie, which was released by Warner Bros. Discovery and Mattel Inc. The film, starring Margot Robbie as the titular character, was one of the most anticipated movies of 2023, shattering box office records with a worldwide gross of $337 million in its opening weekend.
This strategic timing suggests that HMD Global is capitalizing on the renewed popularity of Barbie, hoping to appeal to both nostalgic adults and a younger generation of fans who are captivated by the brand’s resurgence.
