HMD Global Unveils Rebranding Efforts; The Barbie Flip Phone will debut later this year

HMD Global, the company known for its Nokia-branded phones, announced its rebranding plans at the Mobile World Congress (MWC) 2024 event in Barcelona on Sunday (February 25). The Finnish mobile device maker has revealed that it will launch a Barbie-branded flip phone later this year in partnership with Mattel. The company also released an image that suggests a pink color scheme for the upcoming retro feature phone. Additionally, HMD is looking to bring back another iconic Nokia phone design this year.

HMD, which stands for Human Mobile Devices, confirmed its rebranding efforts during MWC 2024, signaling a new direction for the company. The company, which has exclusively sold phones under the Nokia brand for the past seven years, has revealed plans to launch smartphones bearing its own HMD name. It will pursue a multi-brand strategy, making original HMD devices and continuing to sell Nokia phones. HMD says it will make phones that are “affordable, beautiful, desirable and repairable.”

The smartphone maker has confirmed plans to launch a Barbie-branded flip phone this summer in partnership with toymaker Mattel. HMD didn’t reveal the design of the upcoming retro feature phone, but did give us a glimpse of the pink finish. The company also confirmed that it will bring back an “iconic Nokia phone” this summer. An HMD-branded smartphone will also be launched in the same timeline.

HMD
Photo: HMD

HMD also aims to improve repairability and reduce the number of steps required to repair a broken smartphone screen. Last year, the company launched the Nokia G22 in partnership with repair specialists iFixit. The handset includes replaceable parts and tool kits so customers can repair their phones themselves.

In addition, the brand expects half of the smartphones sold globally in 2024 to be repairable. In addition, HMD is releasing the first version of a toolkit for developers and businesses with open design files and software integration information.