Nokia brand owner launches Barbie phone for $130 — with no internet

HMD, the company behind Nokia-branded phones, launched a Barbie-branded phone Wednesday that comes with calls, texts and a classic "flip" design — but no internet or social media apps.

The HMD Barbie Phone is a hot pink device that flips open and shut and sports a bold "Barbie" logo on the back, harking back to the iconic fashion doll collection.

It is the result of a partnership with Mattel, the toymaking giant behind the Barbie franchise, which has produced and sold Barbie toys and accessories since 1959.

The phone is available for purchase in the U.K. starting Wednesday, retailing at £99 ($130.74). A U.S. launch is planned "soon," according to HMD, which added that it will reveal exact details of the U.S. launch on social media.

Unlike the internet-connected smartphones of today, which are the most widely adopted form factor when it comes to mobile devices, HMD's Barbie phone won't be connected to the internet.

The firm is seeking to capitalize on an emerging trend in recent years among mainly Gen Z consumers embracing so-called dumb phones, which lack internet and offer only basic text, call and camera features.

The concept of taking a "digital detox" has become more popular over the last few years as consumers have sought to limit harmful effects of social media on their daily lives.

"In our fast-paced digital world, it can often feel like the online buzz never stops," Lars Silberbauer, chief marketing officer for HMD, said in a statement Wednesday.

"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 Barbie phone comes equipped with a 0.3 megapixel camera, along with a flash torch for taking "Y2K style" images, HMD