One of the unspoken rules of technological innovation is to consistently launch products that are at least a bit better than the last. However, when it seemed the tech world had wholly embraced this principle, Human Mobile Devices (HMD), in collaboration with Mattel, has taken a seemingly backwards step in the right direction with the release of the Barbie-themed phone.

A bit of backstory: HMD is a Finnish mobile phone manufacturer formerly responsible for Nokia-branded smartphones, while Mattel is the toymaking giant behind the Barbie franchise, producing and selling Barbie accessories and toys since 1959.

After months of teasers, this partnership bore the Barbie mobile — not as a competitor to smartphones, because it fundamentally isn’t one, but as a deliberate break from the distractions of smart devices.  While the Mattel partnership already meant the device would be as pink as it gets, its other features weren’t explicitly clear until its launch on Wednesday, August 28.

The Barbie phone is a classic flip device that opens and closes. Packaged in a jewellery box-inspired presentation, it comes with a USB-C cable, a pink removable 1,450 mAh battery, two additional back covers, a beaded phone strap, attachable charms, and Barbie stickers, allowing users to personalise it to their liking.

Beyond its glamorous physical appearance and accessories, the Barbie phone is a basic, no-frills device. It has no front camera, just one game, and offers limited internet access.  Its five-megapixel camera, with a built-in flashlight, is suitable for retro-style pictures reminiscent of early digital cameras.

The manufacturers are promoting the phone’s focus on digital detox, branding it as a nostalgic return to a time before doomscrolling began to encroach on our productive hours.

“In our fast-paced digital world, it can often feel like the online buzz never stops. This phone encourages you to ditch your smartphone when you want less browsing and more fun, all with the help of a true cultural icon,” said Lars Silberbauer, Global Chief Marketing Officer at HMD. “Barbie is as popular as ever, and feature phones continue to grow in popularity. We’re bringing two brilliant things together. We can’t wait for people to get their hands on this device and take a break from their smartphones,” he added.

In addition to being free of the typical distractions of a smartphone, the Barbie phone offers features focused on relaxation and well-being, including calming sounds, a Barbie Meditation app, digital well-being tips, alarms, and self-care reminders.

The device’s other features include a 1.77-inch cover screen, a 2.8-inch main screen, 64MB of RAM, and 128MB of storage, expandable up to 32GB via the microSD card slot.