STOCKHOLM (Reuters) – Nokia-branded mobile phone maker HMD Global said it has partnered with toy maker Mattel (NASDAQ:) to launch the HMD Barbie phone, a diminutive, pink flip phone with functional features and a retro look.

The £99 ($131.24) phone has been available since Wednesday. The device lets users make calls and send text messages but does not provide access to social media apps.

The company said the Barbie pink keyboard has hidden patterns depicting palm trees, hearts and flamingos that glow in the obscure.

The release coincides with this year’s 65th birthday of the Barbie doll and follows the success of last year’s “Barbie,” starring Margot Robbie, which grossed $1.4 billion at the global box office.

“I imagine a lot of people will want to buy this product for fun, but the reality is that everyone is so addicted to their smartphones that anything more than the occasional detox day is going to be overkill,” said Ben Wood, principal analyst at research firm CCS Insight.

Research firm CCS Insight estimates that HMD could sell more than 400,000 Barbie phones in the UK, which will be available in Vodafone (NASDAQ:) and Argos stores.

Finnish company HMD, backed by Google, an Alphabet (NASDAQ:) company, and Qualcomm (NASDAQ:) has released several phones with basic features, including re-editions of classic Nokia (HE:) phones such as the 3210 and 3310.

(1 dollar = 0.7543 pounds)