HMD teams up with Mattel to launch Barbie flip phone

• Phone’s unique blend of nostalgia and modern features is an intriguing approach to a market where smartphones have reigned supreme for over a decade.

In a bold move that takes a step back from the norm of modern smartphones, HMD Global, the manufacturer of Nokia-branded phones, has teamed up with Mattel, the renowned toymaker, to launch the HMD Barbie Phone.

This distinctive, retro-styled feature flip phone is set to capture the hearts of many, particularly during a time when the Barbie doll is celebrating its 65th birthday.

The phone’s unique blend of nostalgia and modern features is an intriguing approach to a market where smartphones have reigned supreme for over a decade.

Priced at £99 ($131.24), the HMD Barbie Phone is now available for purchase and boasts an array of features that may tempt consumers to take a break from their smartphones.

With its eye-catching pink design, complete with hidden keypad patterns that light up in the dark, the phone exudes a vibrant personality that aligns perfectly with the Barbie brand.

While it does not offer access to social media apps, the device still supports fundamental functions such as making calls and sending texts. This deliberate omission may appeal to those seeking a digital detox or a simpler, more carefree mobile experience.

The Barbie Phone operates on the KaiOS, an operating system designed for feature phones that seamlessly integrates a few smartphone capabilities.

Users can enjoy 4G connectivity, Wi-Fi, GPS, and access to a limited selection of apps, including WhatsApp, Google Maps, and YouTube. This modern twist on the traditional feature phone experience is sure to resonate with those who yearn for a more straightforward mobile device.

Furthermore, the phone’s Qualcomm 215 chipset, paired with 512 megabytes of RAM and 4 gigabytes of storage, provides sufficient power to support basic functions and media consumption. The option to expand storage via microSD cards up to 32 gigabytes in size is also a welcome feature.

Retro aesthetics

The phone’s 5-megapixel camera, touted as the perfect tool for capturing “authentic Y2K-style images,” is sure to bring a smile to the faces of those who grew up in the early 2000s.

While some may dismiss this feature as gimmicky, it undeniably adds to the phone’s nostalgic charm and may appeal to younger generations who are enamored with retro aesthetics.

Ben Wood, chief analyst at CCS Insight, has expressed scepticism regarding the phone’s long-term appeal, stating that while some individuals may be tempted to purchase the phone as a novelty, “everyone is so dependent on their smartphones that anything more than the odd day of detox will be a stretch.”

However, research firm CCS Insight estimates that HMD could sell over 400,000 units of the Barbie Phone in the UK alone, where it will be available via Vodafone and Argos. These figures indicate a genuine interest in the device and suggest that there may be a significant market for feature phones that offer a break from the smartphone-dominated landscape.

HMD Global’s decision to launch a feature phone in collaboration with Mattel demonstrates the company’s willingness to experiment and explore new avenues.

As a manufacturer of Nokia-branded phones, HMD has previously revisited classic models such as the 3210 and 3310, breathing new life into retro designs. The success of these ventures has likely encouraged the company to take on more ambitious projects, such as the HMD Barbie Phone.