LG Electronics kicks off the global rollout of its new mid-range smartphone lineup starting in South America to be followed by Europe, Asia, Middle East Africa and North America. The company's AKA series of smartphones is comprised of Magna, Spirit, Leon and Joy, and was first unveiled at Mobile World Congress (MWC) in early March.

Each of the four phones has its own persona. The yellow Eggy smartphone, for instance, "falls frequently in love," while the pink Yo-Yo edition "is always on a diet."

Each of the four phones features a pair of animated "eyes" that show up when a user slides a cover over the phone. The eyes can shut, blink and wink as users interact with and wave their hands over the phone.

By combining the most essential hardware with LG's design elements and user experience, LG tried to create a balance of style and usability. The Magna and Spirit are designed to fit comfortably in the palm of one's hand with its subtle 3000mm radius curved display. In-cell touch display technology on the Magna, Spirit and Leon brings the on-screen images closer to the fingers for more direct touch response. And with the new lineup, LG is carrying over UX features originally designed for its premium smartphones. Gesture Shot, for instance, makes it easy to take selfies with a hand gesture that starts a three-second countdown. Glance View allows users to access key information such as time, recent messages or missed calls with a downward swipe of the screen, even when the display is off.

The phone is priced at about $350 without a carrier contract.