The HMD Barbie telephone is a co-branded product with Mattel, the toymaking big behind the franchise.
HMD
HMD, the corporate behind Nokia-branded telephones, launched a Barbie-branded telephone Wednesday that comes with calls, texts, and a traditional “flip” design — however no web or social media apps.
The HMD Barbie Telephone is a scorching pink gadget that flips open and shut and sports activities a daring “Barbie” brand on the again, reminiscent of the enduring trend doll assortment.
It’s the results of a partnership with Mattel, the toymaking big behind the Barbie franchise, which has produced and offered Barbie toys and equipment since 1959.
The telephone is obtainable for buy within the U.Okay. beginning Wednesday, retailing at £99.99 ($131.94). A U.S. launch is deliberate “quickly,” in keeping with HMD, which added that it’s going to reveal actual particulars of the U.S. launch on social media.
Not like the internet-connected smartphones of in the present day, that are probably the most widely-adopted kind issue relating to cellular units, HMD’s Barbie telephone will not be related to the web.
The agency is searching for to capitalize on an rising development in recent times amongst primarily Gen Z shoppers embracing so-called “dumb telephones,” which lack web and supply solely fundamental textual content, name and digital camera options.
The idea of taking a “digital detox” has grow to be extra widespread over the previous couple of years as shoppers have sought to restrict dangerous results of social media on their each day lives.
“In our fast-paced digital world, it could typically really feel like the web buzz by no means stops,” Lars Silberbauer, chief advertising and marketing officer for HMD, stated in a press release Wednesday.
“This telephone encourages you to ditch your smartphone in occasions if you simply need much less shopping and extra enjoyable, all with the assistance of a real cultural icon, Barbie.”
The gadget will promote with a scorching pink Barbie cowl, in addition to two interchangeable again covers, together with one with coloured swirls and one other with a capturing coronary heart design. It additionally comes with Barbie-themed stickers and a pastel beaded telephone strap.
HMD and Mattel are hoping to faucet into the hype that swirled the Barbie franchise final yr off the again of 2023’s “Barbie” film.
The blockbuster movie, which featured stars Margot Robbie, Ryan Gosling, and Will Ferrell, grossed $1.4 billion on the field workplace, making it the highest-grossing movie of 2023.
For some, there may be a way that the telephone’s launch is arriving slightly too late after the movie’s launch final July.
Regardless of the telephone’s launch arriving greater than a yr after the movie’s launch, analysis agency CCS Perception is forecasting promising gross sales for the gadget. It estimates HMD will promote 400,000 items of its Barbie telephone within the U.Okay. this yr.
“The Barbie telephone faucets into the present digital detox development with a enjoyable design that would have broad attraction,” stated Ben Wooden, chief analyst of CCS Perception, in emailed feedback.
“I would think about fairly a number of individuals will likely be tempted to purchase it as a little bit of enjoyable, however in actuality, everyone seems to be so depending on their smartphones that something greater than the odd day of detox will likely be a stretch.”
HMD has held the rights to promote Nokia-branded cellular merchandise since 2016 after placing a deal to amass the Nokia cellular model from Microsoft in 2016 with electronics trade provider Foxconn Know-how.
The corporate, which was then referred to as HMD World, rebranded earlier this yr as Human Cell Gadgets. Nokia earns royalty funds on gross sales of units with its model by HMD.
