HMD launches retro Barbie flip phone, but forgets about female empowerment

HMD’s Barbie phone doesn’t promote women’s rights, which is very much in line with the 2024 concept.

The phone is a renamed Nokia 2660 with a retro design and basic communication features such as calls and text messages, but notably no social media capabilities.

Instead, it comes with a host of digital wellness tips, calming voices, and self-care reminders that encourage digital detox.

Lars Silberbauer, Chief Marketing Officer at HMD Global, explained: “In our fast-paced digital world, it often feels like there is no end to the trending topics online.”

“This phone encourages you to ditch your smartphone when you just want to spend less time online and more time having fun, all with the help of a true cultural icon, Barbie.”

Design talent

The Barbie phone has no touch screen, instead relying on the iconic Barbie pink keyboard for input, which has a hidden design that glows in the dark.

When you start it up, you hear a welcome voice of “Hi, Barbie” and a missed call notification from Ken.

It comes with interchangeable covers, sophisticated accessories, and a beaded phone strap for personalization.

Ruth Henriquez, Head of Licensing at Mattel EMEA, said: “Mattel is always committed to design and innovation and this exciting new phone is a great example of this, with a deep understanding of how people want to limit their screen time.”

Weird OS choice

Interestingly, HMD has chosen to do a phased release, with changes to the OS depending on location.

The US version will run Google-backed KaiOS, while the rest of the world will use Nokia’s homegrown S30+.

This distinction raises questions about the phone’s success outside the United States, as WhatsApp is only supported on KaiOS.

HMD has once again used the single-core Unisoc T107 chipset that it featured in the 3210 earlier this year, which means OperaOS can be installed to access WhatsApp.

Barbie phone exacerbates gender gap

Customers outside the US get a trinket instead of WhatsApp

The choice of KaiOS for the US version of the operating system is significant, especially given recent reports highlighting the continued gender gap in mobile internet usage.

KaiOS is a potential solution to this challenge by providing affordable smartphones with internet capabilities.

according to GSMA Mobile Gender Gap Report 2024These devices address key barriers faced by women in low- and middle-income countries, such as the high cost of smartphone ownership and limited digital literacy.

This, coupled with the lack of WhatsApp support on the S30+ version, may limit its appeal outside the United States.