Over in Lisbon at WebSummit, Danish startup Twinkl was demoing its connected friendship bracelet.
Twinkl is a charm bracelet for the twenty-tens, joining the likes of Gemio, JewelBots and Linkitz in appealing to young girls looking for fun tech accessories that help them to keep in touch with their pals.
The band has slots for digital charms, meaning a pair of friends can share a specific charm and alert each other by pressing on it. Charms have words like BFF, Bestie and FOMO printed on them. If you don't know what those words mean then you're probably not a 14 year-old girl.
When pressed, the charm lights up and buzzes on the paired device. There's also a special charm that eight mates can all join in on, with LED coloured alerts assigned to different friends.
However, it's the YouTube flavoured twist that sets Twinkl apart. The company has teamed up with a number of Danish YouTube stars who will provide dedicated content, within the smartphone app that powers the platform. There's a special YouTube charm that will flash and light up when new videos have been uploaded.
Battery life is touted at a day and a half's "regular" use, which is a bit naff as there's no screen or complex algorithmic tracking going on.
The Twinkl bracelet will cost around $60, we're told, and it's launching next week in Denmark. Extra charms will be less than $5.