HMD Global Launches Barbie-Inspired "Dumbphone" Amid Digital Detox Trend

HMD Global, the company behind the iconic Nokia phones, is set to launch a Barbie-inspired "dumbphone," aimed at tapping into the growing digital detox trend among Gen Z consumers. This hot pink, flip-open device will feature only basic calling and texting functionalities, without any internet or social media access.

The launch comes at a time when a segment of Gen Z is showing increased interest in reducing their screen time and embracing simpler forms of communication. "The brand is trying to tap into the current digital detox trend among a section of Gen Z when they are looking at less browsing and true fun," said a spokesperson from HMD Global.

The company has set ambitious sales targets for the UK market, aiming to sell 400,000 units of the device this year. The phone, priced at $130, is expected to appeal to those seeking a break from the constant connectivity of smartphones.

Whether this new device will spark a lasting trend or prove to be a temporary fad remains to be seen. "Whether a fad or a trend only time will tell, but HMD is expecting to sell 400,000 devices in the UK this year priced at $130," added the spokesperson.

The launch coincides with the continued success of the Barbie franchise, with the Barbie movie, produced by Warner Bros., having collected over $1.4 billion at the box office last year. The phone’s hot pink design pays homage to the film's aesthetics, further bolstering its appeal among younger consumers.

Whether the Barbie dumbphone marks the start of a lasting movement or simply rides the wave of nostalgia for a brief moment remains to be seen. But one thing is clear: HMD Global is betting that people are ready to reconnect with the offline world, and they’re doing it in style.