LONDON, Aug 28: A Barbie-branded phone has been launched in the UK and Europe with the goal, according to its makers, of encouraging young people to take a break from their smartphones. The device is brightly pink and very basic, featuring no front camera, only one game, and limited internet access.

Manufacturer HMD, known for making Nokia phones, claims the phone responds to a growing desire for a reduced "digital impact" in daily life. However, some argue that a better solution would be teaching healthier and more controlled use of existing devices.

There is increasing concern from parents and campaigners about the amount of time children spend on smartphones, with fears about shortened attention spans and exposure to harmful content. In response, some schools, including the prestigious Eton College, are providing students with "brick" phones, which only support calls and texts. This initiative aims to balance the benefits and challenges of technology in education.

This week, mobile network EE also weighed in, advising parents against giving smartphones to children under 11.

Lars Silberbauer, a senior executive at HMD, says the company is addressing these trends. "We've seen this surge, which started in the US and is now coming to Europe, where people want a reduced digital experience," he noted.

Digital Detox

Despite skepticism about the company's motives, Silberbauer admitted he would "love" to include messaging platforms like WhatsApp on the Barbie phone. In a personal test, the phone proved effective as a digital detox tool due to its minimal functionality. The flip phone features a mirror front, lacks an app store or touchscreen, and only handles SMS messages.

The absence of features like "read receipts" and real-time typing indicators, typical on modern smartphones, made the phone feel more isolated. The limited text input options and the retro Malibu Snake game, despite its novelty, highlighted its simplicity.

While the Barbie phone attracted attention, particularly from young women, it also raises the risk that parents may face pressure to purchase Barbie-themed merchandise instead of a smartphone. Priced at £99 in the UK—double the cost of a non-branded Nokia feature phone—it faces competition from other basic phones that lack such branding.

Ben Wood, a phone expert with a museum of historical devices, predicts that while many might buy the phone as a novelty, reliance on smartphones is deeply entrenched. He estimates around 400,000 "dumbphones" will be sold in the UK this year, representing a niche market for HMD.

Experts suggest that rather than withdrawing smartphones, efforts should focus on teaching children sustainable digital literacy skills. Pete Etchells, professor of psychology and science communication at Bath Spa University, advocates for building long-term, healthy digital habits.

HMD is also developing a new device in collaboration with parents, with over 1,000 participants already involved. Silberbauer anticipates this new handset may blend features of both dumbphones and smartphones, offering a more balanced digital experience. “We want to deliver a choice between a feature-rich smartphone and a device that promotes a more considered approach to digital use,” he said.