HMD Global, the company behind Nokia-branded phones, has announced a collaboration with toy manufacturer Mattel to introduce the HMD Barbie Phone. This compact, pink flip phone boasts a retro aesthetic and is priced at £99, available from Wednesday. The device supports basic functions like calling and texting but does not offer access to social media applications. According to the company, the Barbie-pink keypad features concealed designs of palm trees, hearts, and flamingos that illuminate in the dark.
This launch aligns with the 65th anniversary of the Barbie doll and follows the lucrative performance of the 2023 film 'Barbie,' starring Margot Robbie, which earned $1.4 billion worldwide. Ben Wood, chief analyst at CCS Insight, commented, "I suspect many will be drawn to purchase it for its novelty, but considering our heavy reliance on smartphones, sustained use beyond occasional breaks will be challenging."
CCS Insight predicts that HMD could sell over 400,000 Barbie phones in the UK, where it will be available via Vodafone and Argos. HMD, a Finnish company supported by Alphabet's Google and Qualcomm, has previously released several feature phones, including revivals of iconic Nokia models like the 3210 and 3310.
