Aug 29, 2024

remon 10 mins ago 30 2 minutes read The HMD Barbie phone is a co-branded product with Mattel, the toy manufacturing giant behind the franchise. Virtual Reality Headset HMD, the company behind Nokia – launched a Barbie-branded phone on Wednesday that features calls, texts and a classic “flip” design – but no Internet or social media apps. The HMD Barbie phone is a bright pink device that flips open and closes and features a bold “Barbie” logo on the back, reminiscent of the iconic fashion doll collection. This is the result of a partnership with Mattel the toy manufacturing giant behind the Barbie franchise, which has been producing and selling Barbie toys and accessories since 1959. The phone will go on sale in the UK from Wednesday, priced at £99 ($130.74). A US launch is expected “soon,” according to HMD, which added that it would reveal exact details of the US launch on social media. Unlike today’s internet-connected smartphones, which are the most widely adopted form factor in mobile devices, HMD’s Barbie phone will not be connected to the internet. The company is looking to capitalize on a trend that has emerged in recent years, primarily among Gen Z consumers, who are embracing so-called dumb phones, which don’t have internet and offer only basic text, call and camera features. The concept of a “digital detox” has become more popular in recent years as consumers seek to limit the harmful effects of social media on their daily lives. “In our fast-paced digital world, it often feels like the online buzz never ends,” Lars Silberbauer, HMD’s chief marketing officer, said in a statement Wednesday. “This phone encourages you to ditch your smartphone for those moments when you simply want less browsing and more fun, all with the help of a true cultural icon, Barbie.” The Barbie phone is equipped with a 0.3-megapixel camera, as well as a flashlight for taking “Y2K”-style images, HMD said. When taking a photo, users can add a Barbie photo frame to surround their photos. The device will also come with a hot pink Barbie case, as well as two interchangeable back covers, including one with colorful swirls and another with a pulling heart motif. It also comes with Barbie-themed stickers and a pastel beaded phone strap. HMD and Mattel are hoping to capitalize on the hype that surrounded the Barbie franchise last year following the 2023 “Barbie” movie. The blockbuster film, which starred Margot Robbie, Ryan Gosling and Will Ferrell, grossed $1.4 billion at the box office, making it the highest-grossing film of 2023. Some might feel that the phone’s launch comes a little too late after the film’s release last July. Although the phone’s launch comes more than a year after the film’s release, research firm CCS Insight predicts promising sales for the device. It estimates that HMD will sell 400,000 units of its Barbie phone in the UK this year. “The Barbie phone taps into the current digital detox trend with a fun design that could have broad appeal,” Ben Wood, chief analyst at CCS Insight, said in emailed comments. “I imagine a lot of people will be tempted to buy it for fun, but in reality, everyone is so addicted to their smartphone that anything other than a detox day would be a bit of a stretch.” HMD has held the rights to sell Nokia-branded mobile products since 2016 after reaching an agreement to acquire Microsoft’s Nokia mobile brand in 2016 with electronics supplier Foxconn Technology. The company, then called HMD Global, was renamed Human Mobile Devices earlier this year. Nokia receives royalties on HMD’s sales of its branded devices. remon 10 mins ago