The company responsible for marketing phones under the Nokia brand for the past seven years, HMD, is expanding its lineup this summer. In addition to a Barbie-branded flip phone, HMD is preparing to release a new Nokia-branded retro feature phone and an HMD-branded smartphone. The company also announced plans for a new development platform called “HMD Fusion.”
Barbie-Branded Flip Phone
HMD hasn’t revealed pricing, specs, or features for the Barbie-branded flip phone, but it is expected to be a traditional feature flip phone, not a smartphone. According to Adam Ferguson, HMD’s global head of insight, proposition, and product marketing, the device will be all-new and developed specifically for Barbie, suggesting it will not be a generic off-the-shelf solution.
Other Summer Releases
In addition to the Barbie phone, HMD plans to bring a new own-branded phone to the market this summer. No specifics have been shared yet, but leaked images suggest the smartphone will resemble existing Nokia phones, with the addition of an HMD logo.
Move Away from Nokia Branding
HMD’s decision to release devices under its own name and collaborate with new partners comes as the company seeks to expand its product range. Mattel is HMD’s first partner under this new strategy, and Ferguson hinted at additional partnerships beyond Mattel in the future.
HMD Fusion – A New DIY Platform
HMD also revealed plans for HMD Fusion, a smartphone-like device designed as a DIY platform for tech enthusiasts, similar to the concept of Moto Mods. The device features pogo pins that allow tech-savvy users to attach and program hardware accessories to customize their devices.
Repairability Initiative
In line with its commitment to responsible consumption, HMD is working to ensure that half of the phones it sells this year are easily repairable. The company is also focusing on improving the repairability of its devices’ screens, with a goal to make them more sustainable and environmentally friendly.
Keep an eye out for future announcements from HMD regarding pricing, specifications, and release dates for the new devices.
