HMD Global unveils Barbie-inspired retro phone for digital detox

Global – HMD Global, the owner of Nokia, has launched a new mobile device inspired by Barbie and designed to cater for the growing desire for digital detox. This retro flip phone, priced at £99 ($130, €117) is a deliberate throwback to the 1990s and early 2000s, and features only basic functions like calling, texting and a simple camera. Absent are the internet and social media connectivity that have become ubiquitous with modern smartphones.

This minimalist approach is aimed at consumers who are increasingly concerned about the impact of constant connectivity on their wellbeing. HMD chief marketing officer Lars Silberbauer emphasised that the device is about reclaiming control of one’s digital life, offering a break from the online buzz that can feel relentless.

The phone also includes customisable stickers and covers, adding a playful touch that aligns with its Barbie-inspired design. As digital wellbeing becomes a growing concern, this nostalgic yet functional phone could offer a refreshing alternative. HMD’s product offers a solution to parents who are growing increasingly worried about their kids’ toxic relationship with technology, as revealed in our Teens, Tech and Tapping Out report.