For those that don’t know, these gold pattern accents on the LG BL40 New Chocolate first appeared on the Christmas Edition of this phone which carried with it an 8-megapixel camera besides the other standard features. So is it new or old?

Well, though the phone and gold-accentuated design may not be new, this version only has a 5-megapixel camera with Schneider Kreuznach lens unlike its 8MP Christmas Edition. But truth be told, camera or not, the LG BL40 is one attractive-looking handset. The gold accents only make it more lovely.

LG today announced a partnership with Twentieth Century Fox (Fox) to introduce the new LG Chocolate (LG BL40) phone in the Asia Pacific region with embedded content from James Cameron’s eagerly-awaited epic fantasy adventure AVATAR. The new multimedia-friendly phone will mark its regional debut in Hong Kong on November 4th.

“LG is very excited to team up with Twentieth Century Fox as both AVATAR and the new LG Chocolate represent innovations in our respective industries,” said Dr. Skott Ahn, President and CEO of LG Electronics’ Mobile Communications Company. “This is also a look at the future of entertainment where content creators and content deliverers work hand-in-hand to provide options that extend beyond just the theater-going audience.”

The new LG Chocolate made its official debut in the U.K. in September and is currently available throughout Europe and the Middle East. It is schedule for worldwide release by the end of the year. AVATAR premieres in theaters beginning on December 18th.

The words “Black Label” evoke images of things exclusive, reserved for the lucky few. The new entrant in the arena, the LG BL40 New Chocolate, the intriguing successor of highly popular style-conscious phones such as the Chocolate, Shine and Secret, fully deserves the honor. It looks like the kind of gadget that is always on the other side of the store window or in the hands of someone demonstrating a prototype that never sees the light of day. But the LG BL40 New Chocolate is quite real and it’s here to stay and fight for market success – in fact LG announced today the New Chocolate will hit the European market in mid-September this year.

LG BL40 New Chocolate New Chocolate press images

The unorthodox long shape definitely sets it apart and the glossy black plastic with careful touches of silver trim easily remind of the times we first saw the LG Chocolate in flesh. The LG BL40 New Chocolate is immensely sleek and the 4-inch screen with 21:9 aspect ratio easily makes it one of the most unusual mobile phones that have set foot in our office this year.