Barbie-branded smartphone helps GenZ embrace digital detox

28th August 2024

Paige West

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Human Mobile Devices has teamed up with Mattel to introduce the new HMD Barbie Phone, targeted at those looking to take a break from their smartphones.

There are an increasing number of Gen Z and young people embracing the digital detox movement. Recent trends show a 13% decrease in online socialising and a 28% increase in face-to-face interactions since 2021, reflecting a growing desire to disconnect from screens.

Lars Silberbauer, Global Chief Marketing Officer at Human Mobile Devices, expressed his excitement about the launch: “In our fast-paced digital world, it can often feel like the online buzz never stops. This phone encourages you to ditch your smartphone 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.”

Ruth Henriquez, Head of Licensing at Mattel EMEA, 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.”

Developed in close collaboration with Mattel's in-house design team, the HMD Barbie Phone channels the vintage-chic essence of the original Barbie world while adding a modern sparkle. The phone allows for ultimate customisation, featuring bold pink covers along with two interchangeable back designs.

The phone also features a bespoke user interface, complete with Barbie wallpapers and app icons designed to support digital wellbeing, including ‘Digital Balance Tips,’ ‘Barbie Meditation,’ and ‘Self-Care Reminders.’ Even the sounds and alarms are relaxing, with ringtones like ‘Floating,’ ‘Coastal,’ ‘DreamHouse, ‘Azure Barbie,’ and ‘Surf Chimes.’

With a 0.3MP camera equipped with a torch, the HMD Barbie Phone captures authentic Y2K-style images. It also comes with a Barbie camera frame to enhance your photos. The battery provides up to nine hours of talk time, ensuring users can stay connected.

The US version of the HMD Barbie Phone will be available soon.