HMD Announces Partnership with Mattel for Barbie Flip Phone and Introduction of New Devices

HMD, a company known for selling phones under the Nokia brand, is expanding its product lineup for the summer season. In collaboration with Mattel, HMD plans to release a Barbie-branded flip phone in July. This announcement follows HMD’s previous statement about moving away from exclusively producing Nokia-branded products and partnering with new companies. Mattel is the first of such partners, with more collaborations expected in the future.

While no details about pricing, specifications, or features have been disclosed for the Barbie phone, it is expected to be a traditional feature flip phone rather than a smartphone. HMD’s global head of insight, proposition, and product marketing, Adam Ferguson, confirmed that the Barbie phone will be an all-new device, tailored specifically for the brand. He emphasized that Barbie is not the type of brand that can be represented by an off-the-shelf solution.

Additionally, HMD is set to release its own-branded smartphone this summer. Images of a smartphone bearing the HMD logo, similar in design to existing Nokia phones, were leaked by 91 Mobiles. Ferguson clarified that HMD will continue to use the Nokia branding and denied any decline in the popularity of the Nokia name.

As part of its plan to cater to nostalgia, HMD intends to reintroduce an iconic phone this summer, similar to the successful relaunches of the Nokia 3310 and Nokia 8110.

HMD also introduced a unique initiative called HMD Fusion, which offers a DIY platform for tinkerers. This smartphone-style device allows users to create and program their own accessories, similar to the Moto Mod. With six pogo pins on the back of the device, hardware accessories can be attached. The device runs on Android with an unlocked bootloader, allowing for customization. HMD refers to the accessories built for the Fusion as “outfits,” and envisions users customizing the device to suit their specific needs, such as medical professionals developing a blood testing feature or users creating a case with built-in notification lights.

While HMD has unveiled the Fusion platform and initial designs and specifications, feedback from potential users will influence any potential changes to the device’s features.

Furthermore, HMD reaffirmed its commitment to repairability by extending its repairability initiative to their HMD-branded devices. The company aims for half of the phones sold this year to be easily repairable, with a specific focus on improving the repairability of their screens. HMD acknowledges that the previous approach was a step in the right direction but believes there is room for improvement in this area.

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