Human Mobile Devices (HMD), which makes Nokia phones, has joined forces with Mattel, the global toy giant, to unveil the Barbie Flip Phone, set to hit the market in second half of 2024.
According to HMD, the Barbie Flip Phone will come in hot pink with a dash of sparkle and pays homage to the popular toy, right from “the classic chevron stripes of the 1959 No 1 Barbie to the bold styling of the 1992 Totally Hair Barbie”.
Lars Silberbauer, Chief Marketing Officer, HMD, said,”It is time to swap reel life for real life and take a breather from all the interruptions of notifications.”
Ruth Henriquez, Head of Consumer Products, Publishing, and LBE at Mattel EMEA, highlighted the collaboration as a significant step forward in design and innovation. She stated, "The Barbie x HMD launch promises to be an exciting moment for Barbie fans of all ages. We're excited to flip the switch and unveil it to the world at Mobile World Congress."
According to HMD and Mattel, the Barbie Flip Phone aims to provide a solution for the growing concern of digital overwhelm in today's world. With nearly four in 10 (38%) 16-24 year-olds expressing worry about excessive smartphone usage, the rise of flip phones, such as this collaboration between HMD and Mattel, addresses the need for a digital detox, the companies said.
According to recent statistics, a third of GenZ in the US are actively trying to limit their time on social media, leading to a cultural shift away from constant digital engagement. Feature phones, once considered outdated, are gaining popularity among millennials and GenZ.
HMD reports that flip phone sales in Europe more than from 2022 to 2023, with expectations of further growth in 2024.
Celebrities, including actor Michael Cera, have also embraced the trend, opting for a flip phone lifestyle. The movement has found support from advocates like Arne Mathiasen, who works with young people in Denmark to encourage them to switch off and enjoy the present. Mathiasen noted that participants in his experiments reported improved social interactions, better sleep, and reduced anxiety levels when using feature phones.
(Edited by : Anand Singha)
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