HMD, the home of Nokia smartphones, has revealed its collaboration with Mattel, the renowned toy company, to release a Barbie-branded flip phone this summer. This partnership marks a new venture for HMD, which has been exclusively selling phones under the Nokia brand for the past seven years. Alongside the Barbie flip phone, HMD also has plans to launch a new Nokia-branded retro feature phone and an HMD-branded smartphone with pogo pins to attach accessories. Let’s dive into the details of these upcoming devices and HMD’s innovative development platform, “HMD Fusion.”
HMD’s collaboration with Mattel brings the iconic Barbie brand into the world of mobile devices. The Barbie flip phone, set to be released this July, is expected to be a traditional feature phone rather than a smartphone. While no pricing, specs, or features have been announced yet, HMD assures consumers that it will be an all-new device designed specifically for the Barbie brand. Adam Ferguson, HMD’s global head of insight, proposition, and product marketing, emphasizes that the Barbie brand deserves a unique and customized solution, stating, “Barbie’s is not the kind of brand that you go, here’s an off-the-shelf solution.”
In addition to the Barbie flip phone, HMD has unveiled plans for HMD Fusion, a new development platform that aims to provide DIY opportunities for tech enthusiasts. Similar to Moto Mods, HMD Fusion combines the tinkering possibilities of a Raspberry Pi with the form factor of a smartphone. The device features six pogo pins on the back, allowing for the attachment of hardware accessories. Running on Android with an unlocked bootloader, HMD Fusion offers a customizable experience for end users and businesses alike.
Meta CEO Mark Zuckerberg Dives Deep into AI Technology
Adam Ferguson highlights the potential applications of HMD Fusion, mentioning scenarios such as medical professionals needing hardware attachments for testing blood or creating custom cases with built-in flashing notification lights. The platform encourages users to build their own “outfits” for the Fusion device, enabling them to tailor the phone’s capabilities to their specific needs. HMD Fusion opens up a world of possibilities and empowers users to create unique mobile solutions.
HMD’s collaboration with Mattel and the introduction of HMD Fusion are part of the company’s broader strategy to expand beyond exclusively producing Nokia-branded products. While HMD remains committed to the Nokia brand, it also recognizes the opportunity for growth through a multi-brand strategy. Ferguson dismisses any notion that the move away from exclusive Nokia branding is due to a decline in its popularity, stating, “It’s absolutely not that we think that there’s a lessening of the power there. It’s just that there is, from the business HMD standpoint, we have the opportunity to do more.”
HMD’s expansion into collaborations with partners like Mattel demonstrates its commitment to exploring new avenues for innovation and market reach. While Mattel is the first partner announced, Ferguson hints at future partnerships with other “massive” and “triple-A” brands, further solidifying HMD’s position in the mobile industry.
Continuing its tradition of nostalgic revivals, HMD plans to “bring back an iconic phone” this summer. Building on the success of devices like the Nokia 3310 and Nokia 8110, HMD aims to evoke nostalgia among consumers while offering modern features and functionality. While specifics about this retro phone are yet to be revealed, fans of classic Nokia devices can look forward to the familiar design and a touch of modernity.
In addition to its exciting product announcements, HMD reaffirms its commitment to repairability and sustainability. Building on its repairability initiative introduced at last year’s MWC with the Nokia G22, HMD aims to make 50% of the phones it sells this year easily repairable. The company also focuses on improving the repairability of its device screens, acknowledging the need for better solutions. By prioritizing repairability, HMD aims to reduce electronic waste and contribute to a more sustainable future.
