HMD launches Barbie phone in partnership with Mattel

STOCKHOLM — HMD Global, which makes Nokia-branded phones, has teamed up with toymaker Mattel to launch the HMD Barbie Phone — a pint-sized pink feature flip phone with a retro design.

The phone, priced at £99 (S$170), is available from Aug 27. The device allows users to make calls and send texts, but gives no access to social media applications.

The Barbie-pink keypad has hidden designs featuring palm trees, hearts and flamingos that light up in the dark, the company said.

The launch coincides with the Barbie doll's 65th birthday in 2024 and follows the success of the hit movie Barbie (2023) starring Margot Robbie, which grossed US$1.4 billion (S$1.8 billion) at the global box office.

"I'd imagine quite a few people will be tempted to buy it as a bit of fun. But in reality, everyone is so dependent on their smartphones that anything more than the odd day of detox will be a stretch," said Ben Wood, chief analyst at research firm CCS Insight.

CCS Insight estimates that HMD could sell more than 400,000 Barbie phones in the United Kingdom, where it will be available through Vodafone and Argos.

Finnish firm HMD, which is backed by Alphabet's Google and Qualcomm, has launched several feature phones, including reissues of classic Nokia phones such as the 3210 and 3310.

[[nid:692663]]