Tech

Barbie Flip phone coming in 2024 from HMD

That image above of a plastic toy flip phone in the hands of an actual Barbie Doll is as close as anyone has gotten yet to seeing what could be the most anticipated phone launch of 2024. Ok, so that’s stretching it a bit, but this will be big – HMD has partnered with Mattel to release a Barbie Flip Phone in the middle of this year.

HMD (Human Mobile Devices) Chief Marketing Officer Lars Silberbauer says “Is it time to swap reel life for real life and take a breather from all the interruptions of notifications? We’re thrilled to partner with Mattel, a company that shares our commitment to meaningful innovation and societal change.”

This comes as the company sees a growing demand for a digital detox and for even the youngest phone users to step away from their smartphones. HMD say 38% of 16-24 year olds worry they spend too much time on their smartphones, while in the US alone one third of Gen Z are actively trying to limit time on Social Media with FOMO in decline.

Enter the flip phone, and what better time for the Barbie brand to branch out into this kind of device after the 2023 success of the Barbie Movie, Head of Consumer Products at Mattel Ruth Henriquez said “At the heart of Mattel is design and innovation, and this latest collaboration is another step forward in that direction. 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.”

These “dumb phones” or more correctly “Feature phones” are on the rise, as many people choose to limit screen time for their own mental health – a long way though from having an impact on the business of Samsung or Apple though.

Today’s announcement at Mobile World Congress here in Barcelona was a line in the sand for HMD, looking to grow beyond their successful Nokia brand in the market, but drawing on that technology for partnerships like this.

HMD representatives will meet with Australian retailers such as Harvey Norman, JB HiFi and Officeworks here in Barcelona over the days ahead, so expect to see Barbie make a splash in Australia mid-year.

Recent Posts

  • Tech

2026 will be the battle of “RGB” in TV technology – what. the. heck. is. that?

If you're still catching up on Quantum Dots, OLED, Mini LED and are thinking that…

7 hours ago
  • Tech

NBN gets set for the final roll out of Fibre upgrades to another 600,000 homes

The NBN is getting ready to lock in the final stage of the Fibre to…

13 hours ago
  • Motoring

The stunning new BMW iX3 is a vision for the future realised as Neue Klasse comes to market

BMW has revealed the first new model to be designed and engineered under their 2025…

15 hours ago
  • Tech

Best in Smart Home – The SwannBuddy 4K Video Doorbell with AI wins at the IFA Innovation Awards

The SwannBuddy4K Video Doorbell with SwannShield™AI Voice Assistant has been given an Honouree accolade for…

23 hours ago
  • Tech

360 degree security camera coverage and smart AI capabilities come to Reolink security lineup at IFA 2025

Reolink is a bit of an upstart when it comes to home security but having…

1 day ago
  • Lifestyle

LG unveil its AI plans for your home appliances at IFA 2025

LG has announced its vision for AI-powered living at IFA 2025 under the moniker “LG…

1 day ago