HMD launches Barbie™ Dream Phone with no internet connectivity
|Published
Globally, a desire for simplicity and a nostalgia for the Y2K aesthetic is driving a uniquely Gen Z demand for retro-style phones free from Internet connectivity and apps
Young South Africans are embracing the emerging minimalist phone trend that empowers you to take charge of your digital life and a break from social media to focus on your in-person connections and living your best life.
According to BrandMapp, South Africa’s largest survey of middle-income earners, 41% of Gen Z say that they are on social media either all or most of the day, with 32% caught up on social media channels at least a few times a day. At the same time as this ubiquitous use of their smartphones, there’s rising awareness of the mental health impact and the cognitive distraction that comes with constantly checking your socials. Gen Z is increasingly expressing their wishes to take steps to prevent anxiety and depression, to sleep better and to engage more with their real-world friends and loved ones.
Just in time for the long summer holiday and festive season, Human Mobile Devices (HMD) has launched the HMD Barbie™ Phone in South Africa. Created in partnership with Mattel, this adorable flip phone brings a burst of nostalgia and a splash of glam to your everyday life in the form of a retro flip phone. Features include calling, texting, and living in the real world without digital distraction.
It’s iconic Barbie pink, it’s chic, it’s sleek, it’s got a mirror on the front (so you can touch up on the go) and it is the perfect way to take a holiday from your smartphone. Call up your besties to arrange your next catch-up and text them the meeting spot. Capture the moment in Y2K style with the 0.3MP camera and a cute Barbie camera frame.
The HMD Barbie™ Phone also comes with a bespoke user interface including Barbie wallpapers and Barbie app icons to support digital wellbeing including ‘Digital balance tips’, ‘BarbieMeditation’ and in the settings you will find ‘Self-care reminders’. Even the sounds and alarms are relaxing, with ringtones to choose from including ‘floating’, ‘Coastal’, ‘DreamHouse™, ‘Azure Barbie, and ‘Surf Chimes’.
Bringing back replaceable covers, the HMD Barbie™ Phone comes with two alternative cases: the brightly coloured swirls of the 1992’s iconic Totally Hair Barbie™ doll and a vintage ‘shooting heart’ design. There is also a beaded phone strap that can be adorned with iconic Barbie phone charms including a tiny roller skate, and a Barbie doll-sized ice cream. In addition, you can choose from a selection of sparkly gems and retro vintage Barbie stickers to decorate it.
Commenting on the release of the Barbie Flip Phone in South Africa, 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 young South Africans to get their hands on the device and take a holiday from their smartphone”.
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 in South Africa”.
In recent years more and more GenZ’s and young people have embraced the digital detox movement and across the globe they’re actively choosing to limit their screen time and switch off from time to time. Since 2021, talking to friends online has dropped by 13 per cent, while seeing friends in person has shot up by 28 per cent. 1
Developed in close collaboration with the in-house design team at Mattel, the new HMD Barbie™ Phone is redolent of the original, vintage-chic Barbie world, albeit with a load of added modern sparkle, and it is a homage to one of the most enduring and famous toys in history. And while it screams Barbie, it also allows for epic customisation too.
It comes in a bold pink Barbie cover, but also has two fabulous interchangeable back covers; you can rock the brightly coloured swirls of the 1992 iconic Totally Hair BarbieTM doll one day and switch to the vibrant Barbie™ ‘shooting heart’ design the next. It’s like having a new phone every day, matching your mood and your outfit!
But wait, there's more! This pocket-sized wonder comes with a dazzling set of stick-on crystals and adorable retro Barbie stickers including flowers, flamingos and rainbows, allowing customers to customise their phone. It also comes with a pastel beaded phone strap in hues of pink, yellow and blue which is adorned with phone charms inspired by the doll’s most iconic looks, from a mini pair of the chic 1959 sunglasses to a Malibu roller skate, a palm tree, an ice cream and a heart with a branded ‘B’. All packaged within an adorable Barbie and HMD branded jewellery box for your precious new accessory.
The device also comes with hidden easter eggs for key Barbie dates and words, try spelling out BARBIE by pressing *#227243# and see what happens.
The 0.3MP camera with torch delivers authentic Y2K style images which is the latest trend amongst GenZers who are taking photos with classic phones and vintage cameras, and it also comes with a Barbie camera frame for your pictures. With a battery that gives you the freedom to do more with up to nine hours of talk time to keep having fun out and about.
When the phone is flipped open - a truly satisfying act in itself - everything on screen feels like it’s straight out of the DreamHouse. Besides the beautifully familiar ‘Hi Barbie!’ boot up sound that plays when the device is switched on, a missed call from Ken that you can add to contacts, the pared back, Barbie style user interface is achingly easy to navigate. Everything’s been built with Barbie in mind, it’s even got Malibu Snake switching apples for watermelons – the only game you’ll need this summer but do try to take a screen vacay!
Sales package contents:
• HMD Barbie™ Phone
• Two extra back covers
• Pink battery
• Pink USB-A to USB Type-CTM charging cable
• Stickers and gem stickers
• Beaded lanyard and attachable charms
• Cleaning cloth
• Quick setup guide