Barbie Land is a new place free from the influence of social media and offers a pink, plastic phone designed by HMD and Mattel. The Barbie Phone is a themed device that focuses on texting and calling, with nostalgic touches like a mirror, replaceable covers, and Barbie-themed accessories. The phone is aimed at both new and old Barbie fans and is available for preorder in the UK for £99, with a US release expected later in the fall.
The Barbie Phone is designed with intricate details inspired by Barbie’s world, such as a custom Barbie camera filter and a Malibu-themed version of the classic Nokia game Snake. The unboxing experience is also meant to be fun, with sustainable packaging that doubles as a jewelry box for storing accessories. The phone is targeted towards a younger audience as a feature phone without social media access, but HMD also believes it will appeal to adults looking for a “detox phone” or a fun secondary device.
HMD’s Chief Marketing Officer Lars Silberbauer believes that the Barbie Phone will be popular among different age groups, citing his own daughters’ excitement about the device. While Barbie herself is iconic, the Barbie Phone represents a new opportunity for success, and there are hints of a potential Ken-themed phone in the future. The device is designed to provide digital well-being tips and self-care reminders, aligning with HMD’s focus on creating healthier phone options for children and teens through projects like the Better Phone initiative.
Overall, the Barbie Phone is a whimsical and nostalgic device that brings Barbie’s world to life in a modern context. With its focus on simplicity, personalization, and themed accessories, the phone offers a unique and playful alternative to traditional smartphones. Whether it becomes a hit remains to be seen, but HMD is optimistic about its potential across generations and hopes to expand its collaboration with iconic brands like Barbie in the future.
