HMD Global, the company behind Nokia phones, has partnered with toymaker Mattel to create a surprising new phone at Mobile World Congress (MWC) 2024 – the Barbie Flip Phone. This unexpected brand collaboration aims to go beyond a simple product tie-in and offers a unique device that combines digital detox and girls in tech.
While some may argue that the Barbie Flip Phone is coming out late, missing the opportunity to capitalize on the popularity of the recent Barbie movie, Mattel’s president and CEO, Richard Dickson, explains that Barbie is more than just a movie. He states, “Barbie manifests itself through product interpretations, but the idea is bigger than any one product.” Adam Ferguson, HMD Global’s head of product marketing, echoes this sentiment, emphasizing that the phone is part of the trajectory and meaning of the Barbie brand.
The Barbie Flip Phone will be a feature phone rather than a full smartphone, aligning with HMD Global’s expertise as a manufacturer and addressing concerns about excessive social media use among young adults. Research shows that many individuals aged 16 to 24 are actively trying to limit their time on social media. Ferguson explains that the classic form factor of the phone will appeal to this digitally savvy audience while also addressing their anxieties about spending too much time online.
Although Ferguson doesn’t reveal all the details about the phone’s features, he promises new elements in the software and a fresh look and feel. The partnership between HMD Global and Mattel has been highly collaborative, with numerous design iterations to ensure that the phone embodies the essence of the Barbie brand. While the final design remains a secret, HMD Global released a pixelated teaser image at MWC 2024, hinting at the phone’s vintage chic style with a touch of pink and sparkle.
The release of the Barbie Flip Phone is scheduled for the summer, and HMD Global is pulling out all the stops to make it a success. Ferguson emphasizes that there’s a story to be told about the phone, and more details will be revealed closer to the launch date.
As we await the arrival of the Barbie Flip Phone, it’s worth wondering if there will be more unexpected collaborations in the future. Perhaps an Oppenheimer Flip Phone with a single, big, red button could be on the horizon, setting the stage for another surprising and mobile-focused year.
