Barbie creators say they want to give people their time and lives back, by binning their smartphones to make way for a new super sassy number.
The bright pink flip phone is a retro blast from the past and features the ability to call and text but that is it.
Users are encouraged to take a “vacay” from their devices and “live their best life” with the brand new HMD Barbie Phone from creators Human Mobile Devices, which has zero access to social media.
The pint-sized creation even boasts a mirror on the front for those last-minute checkups while out and about.
Creators HMD say: “Stop whatever it is you are doing right now and get ready to flip out, the HMD Barbie Phone is here. Features include calling, texting, and living in the real world without digital distraction.”
The phone features a retro design to “bring back the joy of simpler, sweet days” and has absolutely no social media on it at all.
The keypad has hidden designs featuring palm trees and hearts and the device comes with digital wellbeing tips, calming sounds and self-care reminders.
Users will even be greeted with a “Hi Barbie” voice that welcomes you as you turn on the phone, and you’ll see a missed call notification from Ken.
Global Chief Marketing Officer at Human Mobile Devices, Lars Silberbauer, said: “In our fast-paced digital world, it can often feel like the online buzz never stops. 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. 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.”
The phone developers worked closely with Mattel on creating the device in the hope of limiting screen time for fans.
Head of Licensing at Mattel EMEA, Ruth Henriquez, 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.”
Furthermore, data collated by the company showed that “more and more Gen Zs and young people are embracing the digital detox movement and across the globe they’re actively choosing to limit their screen time and switch off from time to time”.
The company also carried out studies over the space of 12 months, whuch showed that 64 per cent of Gen Zs are making a conscious decision to limit their screen time to enable them to ‘switch off’ and one in two say they’d prefer to take a feature phone with them on holiday to allow themselves a proper break.
The device launches on Wednesday, August 28, and is available at hmd.com for £99. It will also be available on Vodafone and from Argos.
