A unique brand partnership has introduced a surprising phone at Mobile World Congress (MWC) 2024. HMD Global, known for making Nokia phones, has collaborated with iconic toymaker Mattel to create the Barbie Flip Phone. Yes, the famous Barbie. However, this phone promises to be more than just a pink version of an old Nokia device.
“Let me put it this way,” said Adam Ferguson, HMD Global’s head of product marketing during a Zoom chat at the show. “Mattel, especially Barbie, is not a brand you simply offer a generic product to.”
Excitingly, the partnership aims for much more than just another product tie-in.
Timing and Vision
While the announcement of the Barbie Flip Phone at MWC 2024 comes after the success of the Barbie movie in 2023, Barbie’s popularity transcends just the movie release. In an interview with The Drum, Mattel’s president and CEO Richard Dickson emphasized that Barbie is more than a single product.
Ferguson reinforced this idea, stating that labeling the phone as ‘late’ misses the essence of the Barbie brand and its significance.
Speaking about the phone’s purpose, Ferguson highlighted conversations around digital detox and promoting girls in tech within the collaboration with Mattel.
The Barbie Flip Phone will not be a smartphone but a feature phone, aligning with HMD Global’s expertise as a manufacturer and the digital detox concept. Addressing concerns of excessive social media use among young adults, the phone’s classic form factor aims to resonate with the target audience.
Continuing the discussion on the phone’s uniqueness, Ferguson hinted at new software features, a fresh look, and a bespoke design crafted in collaboration with Mattel.
Design and Teaser
HMD Global promises that the Barbie Flip Phone will channel the vintage chic of the original Barbie brand with a touch of pink and sparkle in its design.
To build anticipation for the phone’s release, a pixelated teaser image was shared at MWC 2024. This mysterious image hints at the phone’s color, keeping the features under wraps until the launch.
Ferguson emphasized the storytelling aspect behind the phone’s launch, teasing a reveal closer to the release date.
Upcoming Launch
The Barbie Flip Phone is set to be released in the summer, with both brands going all out to ensure its success. Stay tuned for updates on this fascinating collaboration.
As the excitement builds up for the Barbie Flip Phone, it’s clear that HMD Global and Mattel are determined to make this release a memorable experience for fans and tech enthusiasts alike.
