Can Barbie play a role in overcoming teen smartphone addiction?

A Barbie-branded phone has been launched in the UK and Europe, aiming to encourage young people to take a break from their smartphones. This vividly pink, basic device lacks a front camera, includes only one game, and offers very limited internet access.

HMD, the manufacturer behind the phone and Nokia’s mobile devices, claims the product responds to a growing desire for a “smaller digital impact” in people’s lives. However, critics argue that teaching healthier device usage might be a more effective solution.

Amid rising concerns from parents and campaigners about the negative effects of excessive smartphone use—such as shortened attention spans and exposure to harmful content—some schools, like Eton College, are providing students with basic “brick” phones that only support calls and texts. Mobile network EE has even advised against giving smartphones to children under 11.

Lars Silberbauer of HMD says the company is addressing these trends. “We’ve observed a shift from the US to Europe, with more people seeking a less constant digital experience,” he noted. Although Silberbauer admitted he would have liked to include a messaging platform like WhatsApp, the Barbie phone’s limited functionality makes it a clear digital detox tool.

The phone, a retro flip design with no app store or touchscreen, only supports basic SMS messages, making it a digital detox option for those seeking a break from social media. Despite its fun appeal—especially among girls and young women—its £99 price tag is double that of similar non-branded feature phones, leading some to question whether it’s worth the cost.

Experts like Ben Wood from CCS Insight predict around 400,000 “dumbphones” will be sold in the UK this year, highlighting a niche market for such devices. However, Pete Etchells, a professor at Bath Spa University, suggests that instead of removing smartphones, children should be taught digital literacy skills for healthier usage.

HMD is also working on a new device in collaboration with parents, aiming to find a balance between “dumbphones” and smartphones. Silberbauer notes that the goal is to offer a choice between fully-featured smartphones and devices that promote more thoughtful digital engagement.