Phone manufacturer HMD - which also makes devices for Nokia - has released a simple, pink device which comes with just one game, no front camera, and very limited internet access.

As quoted by the BBC, senior executive Lars Silberbauer said: "We've seen this surge which started in the US coming to Europe, that more and more people actually want to not be having a digital experience all the time."

The flip phone comes with no app store or touch screen, with no social media platforms which means the phone can only receive SMS messages and calls.

That includes a lack of 'red receipts' or even a way of seeing when somebody else is typing.

The only game included on the phone is Nokia's iconic retro game Snake, although it's been redesigned in pink as Malibu Snake to fit the Barbie theme.

The company is currently working on another device in collaboration with parents, which would land in between a smartphone and a 'dumbphone'.

Silberbauer added: "Do I want the smartphone with all the bells and whistles, or do I want to have something that can actually help me have a more considered approach to digital?

"That's the choice we want to deliver."