HMD Announces Plans for Barbie-Branded Flip Phone and New Smartphone for Summer Release

HMD, a leading tech company known for exclusively selling phones under the Nokia brand name, has revealed its exciting plans for this summer. In addition to a retro Nokia feature phone and an in-house smartphone, the company has announced a partnership with Mattel to release a Barbie-branded flip phone in July. The collaboration with Mattel is an extension of HMD’s new strategy to move away from exclusively producing Nokia-branded products and working with a variety of exciting new partners.

While HMD has not provided specific details about the Barbie-branded flip phone, the company’s global head of insight, proposition, and product marketing, Adam Ferguson, confirmed in an interview that it will be an all-new device. Ferguson emphasized that Barbie is not a brand for off-the-shelf solutions, suggesting that the flip phone will feature traditional, non-smartphone capabilities.

Partnering with a prestigious brand like Mattel demonstrates HMD’s commitment to diversifying its product offerings. Ferguson hints at future partnerships with other massive, triple-A brands, indicating a promising direction for HMD’s evolving strategy.

In addition to the Barbie flip phone, HMD plans to release its own branded smartphone this summer. While specific details about the smartphone have not been disclosed, leaked images hint at a design similar to HMD’s existing Nokia phones, but with the Nokia logo replaced by the HMD logo. This move doesn’t indicate a complete departure from the Nokia branding, but rather a strategic shift to incorporate a multi-brand strategy while leveraging the popularity and power of the Nokia name.

One of the most interesting initiatives from HMD is the introduction of HMD Fusion – a new smartphone-style device aimed at DIY enthusiasts. This device is intended to provide the tinkering possibilities of a Raspberry Pi within the form factor of a smartphone. HMD Fusion features six pogo pins on its back, allowing users to attach custom hardware accessories. With an unlocked bootloader and running Android, users are encouraged to create their own “outfits” – customized hardware accessories tailored to their specific needs.

Eager users can anticipate endless possibilities, from medical accessories for blood tests and appointment management to cases with built-in notification lights, or even video streaming accessories with high-quality microphones and stream controls. HMD aspires to provide a customizable platform to cater to diverse user requirements.

HMD shares the initial designs of the Fusion platform to encourage user feedback and foster innovation. However, it is important to note that the disclosed specifications are subject to change based on user input and company plans.

Aside from product announcements, HMD reiterates its commitment to repairability and sustainability, building on the initiative it launched with last year’s Nokia G22. HMD aims to make 50% of the phones it sells this year easily repairable. Screen repairability is an area of specific focus, with the company implementing advancements to improve repair processes. While further improvements and the details of these innovations remain undisclosed, HMD assures users that the pursuit of repairability and sustainability is a priority.