Watch: Tech Company Unveils Barbie Flip Phone to Combat Teen Smartphone Addiction

Thinkers and tech experts have collaborated to introduce a new phone designed to combat smartphone addiction—a vibrant pink Barbie-themed phone. Recently launched in the UK and Europe, this Barbie-branded device aims to help young people reduce their dependence on smartphones.

The phone, produced by HMD, is intentionally made to be a simple device, featuring no front camera, just one game, and very limited internet access. The most notable aspect of the phone is its distinct pink Barbie design.

HMD, which also manufactures Nokia phones, describes this launch as a response to what they call a “surge” in demand for devices that have a smaller “digital impact” on users’ lives. However, some argue that educating people on how to limit their phone use is a more effective approach.

Concerns have been growing among parents and campaigners about the increasing use of smartphones among children, many of whom are becoming addicted to their devices. These concerns range from worries about shortened attention spans to fears that children might be exposed to harmful or illegal content.

In response, some schools have started to provide students with basic “brick” phones, also known as feature phones, which are limited to texting and calling. Eton College is one such school taking this approach.

Lars Silberbauer, a senior executive at HMD, says the company is responding to these trends. “We’ve observed a rising trend, starting in the US and now spreading to Europe, where more people are seeking to reduce their digital experiences,” he said.

 

Are ‘Dumbphones’ the Key to Digital Detox?

Silberbauer emphasized that the new phone’s purpose is genuinely to help users disconnect, and he is even exploring the possibility of adding WhatsApp to the Barbie phone in the future.

The phone itself is a flip phone with a mirrored front, lacking an app store or touch screen. It has no social media capabilities and can only receive basic SMS messages—no read receipts or notifications when someone is typing.

Priced at £99 ($130) in the UK, the Barbie phone is double the cost of a typical non-branded Nokia feature phone. There is already a growing market for “dumbphones” that cater to those seeking a digital detox with minimal features, and HMD believes the Barbie design will further attract buyers.