Nokia Launches Barbie-Themed 'Brick' Phone for Digital Detox

In a nostalgic nod to the past and a response to growing concerns about excessive screen time, Nokia has unveiled a Barbie-themed "brick" phone. This basic device, reminiscent of the iconic mobile phones from the 1990s and early 2000s, is designed to offer users a digital detox experience by providing only essential communication features.

The new phone, priced at £99, is a collaborative effort between Human Mobile Devices (HMD) and Mattel. It offers a stark contrast to modern smartphones, providing only calls and text messaging capabilities without internet access. This limited functionality aims to encourage users, particularly children, to spend less time online and more time engaging with the world around them.

The device comes with several customization options, including replaceable covers, stick-on crystals, and "retro" Barbie stickers. These features allow users to personalize their phones, adding a touch of fun and nostalgia to the experience. Additionally, the phone includes a basic camera and digital wellbeing tips to promote healthier technology habits.

HMD's research indicates a growing trend among young people towards taking digital detoxes from their smartphones. This aligns with recent guidance from EE, a major UK mobile network, advising against giving primary school children smartphones. The concern over children's smartphone usage is further highlighted by Ofcom's findings in April 2024, which revealed that 25% of 3-7 year-olds now own smartphones, up from 20% the previous year.

An international survey conducted by HMD, involving 10,000 parents (including 2,000 in the UK), found that over half regretted giving smartphones to their children. Parents reported negative impacts on family engagement, sleep patterns, physical activity, and social interactions.

"In our fast-paced digital world, it can often feel like the online buzz never stops. This phone encourages you to ditch your smartphone in times when you just want less browsing and more fun, all with the help of a true cultural icon, Barbie."

The introduction of this basic phone reflects a broader conversation about the appropriate age for children to access smartphones. While some campaigners and politicians have called for a ban on smartphones for children under 16, others, like Sir Keir Starmer, advocate for stronger content controls rather than outright bans.

Looking ahead, HMD is developing a more advanced handset for 2025, aiming to bridge the gap between smartphones and basic "brick" phones. This future device is expected to include features such as location tracking, messaging capabilities, and potentially video communication, addressing parents' desires for educational apps, music, navigation, and entertainment options while maintaining a focus on child safety and limited internet exposure.

As we reflect on the evolution of mobile technology, it's worth noting that Nokia has a rich history dating back to 1865 when it was founded as a paper mill in Finland. The company became the world's largest mobile phone manufacturer from 1998 to 2012, with iconic models like the Nokia 3310 selling over 126 million units. Similarly, Barbie, created by Ruth Handler and launched by Mattel in 1959, has sold over 1 billion dolls worldwide, becoming a cultural phenomenon.

This new Barbie-themed "brick" phone represents a unique intersection of nostalgia, modern concerns about digital wellbeing, and the enduring appeal of both Nokia and Barbie brands. As society grapples with the impacts of technology on young minds, this simple device offers a potential solution for parents seeking to balance communication needs with reduced screen time for their children.