When you think of Barbie, you likely think of pink, retro, fun patterns, and Y2K. Human Mobile Devices (HMD) partnered with Mattel to package all those sentiments into one flip phone — the new HMD Barbie Phone.
On Wednesday, HMD unveiled its new Barbie Phone, which packs Barbie’s nostalgia into a sleek pink flip phone that can only make calls and texts so that users can unplug like in old times.
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“In our fast-paced digital world, it can often feel like the online buzz never stops,” said Lars Silberbauer, Global Chief Marketing Officer at HMD. “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.”
It wouldn’t be a Barbie phone without all of the aesthetics, and, as a result, the phone has a mirror on the front cover, and the phone itself is pink, including the T9-style keypad, the kind where each number represents three letters.
The phone was also designed to bring back the experiences associated with the flip phone, including customizing it. As a result, it includes replaceable snap-on covers: a bold Barbie pink, the brightly colored swirl of the 1992 Totally Hair Barbie doll, and a “shooting heart” design.
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The accessories are just as fun, including a beaded phone strap, phone charms, stickers, and gems to bedazzle it.
Even the phone’s pink battery and charging cable are on theme. The user interface also aligns with the aesthetic, with a “Hi Barbie” voice welcoming you whenever you turn on the phone, Barbie wallpapers, and Barbie app icons meant to support digital well-being, such as BarbieMeditation.
The Barbie phone includes a 5MP camera, which, according to HMD, “delivers authentic Y2K style images, which is the latest trend amongst GenZers who are taking photos with classic phones and vintage cameras.”
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This phone launch follows a larger GenZ movement that encourages people to switch to a flip phone to stay more in the moment. The flip phone still has the basics for going out, including reaching emergency contacts or a safe ride and taking cute, Y2K-themed photos.
The HMD Barbie Phone retails for $129 and will be available for pre-order in the US starting September 23 on the HMD website. It will launch on October 1 and work on AT&T, T-Mobile, and Verizon wireless networks.
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