HMD Partners with Mattel to Release Barbie-Branded Flip Phone and Announces New Smartphone with Accessories
HMD, the home of Nokia smartphones, is making some exciting moves this summer. The company, known for exclusively selling phones under the Nokia brand for the past seven years, has announced a partnership with Mattel to release a Barbie-branded flip phone. Alongside this collaboration, HMD has plans for a new Nokia-branded retro feature phone and an HMD-branded smartphone. Additionally, the company has revealed early details about a new development platform called “HMD Fusion.”
The Barbie-branded flip phone is set to be released in July, just in time for the summer season. While no pricing, specs, or features have been announced yet, it is expected to be a traditional feature flip phone rather than a smartphone. Adam Ferguson, HMD’s global head of insight, proposition, and product marketing, confirms that it will be an all-new device designed specifically for the Barbie brand. He states, “Barbie’s is not the kind of brand that you go, here’s an off-the-shelf solution.”
This collaboration with Mattel is part of HMD’s broader plans to move away from exclusively producing Nokia-branded products and work with new partners. Ferguson hints at more partnerships in the future, stating, “Are there other partnerships other than just working with Mattel? Absolutely. Are they as massive and triple-A as Mattel? Absolutely. Can I tell you what those are at this point? Absolutely not.”
In addition to the Barbie-branded flip phone, HMD will also be releasing its own branded smartphone this summer. While specific details are still under wraps, leaked images suggest that it will resemble the company’s existing Nokia phones but with an HMD logo. Ferguson clarifies that this move does not mean HMD is abandoning the Nokia branding entirely. He emphasizes that the Nokia name still holds power and popularity, but HMD sees an opportunity to expand its offerings with a multi-brand strategy.
HMD’s plans for the summer don’t stop at smartphones. The company has introduced HMD Fusion, a new DIY platform aimed at tinkerers. Similar to Moto Mods, HMD Fusion allows users to make and program their own accessories for the device. It features six pogo pins on the back of the smartphone, enabling the attachment of hardware accessories. The device runs on Android with an unlocked bootloader, providing flexibility for customization. Ferguson gives examples of potential “outfits” that users can build, such as a blood-testing accessory for medical professionals or a case with built-in flashing notification lights.
While HMD is announcing the Fusion platform and sharing initial designs and specs, Ferguson notes that these details may change based on user feedback. The company aims to provide a device that can be customized to suit individual needs, whether for personal or business use.
In addition to these exciting announcements, HMD is also committed to its repairability initiative. The company plans for half of the phones it sells this year to be easily repairable, with a specific focus on improving the repairability of screens. Ferguson acknowledges that previous efforts were a step in the right direction but states that they needed to be better. The exact improvements will be revealed with the official announcement of the device.
Overall, HMD’s partnership with Mattel for the Barbie-branded flip phone and the introduction of the HMD Fusion platform showcase the company’s commitment to innovation and customization. With plans for new smartphones and a focus on repairability, HMD continues to make waves in the smartphone market. This summer promises to be an exciting time for HMD and its customers as they explore new possibilities in mobile technology.
