HMD Global Unveils Rebranding Strategy; Teases Launch of Barbie Flip Phone for Later This Year

At the Mobile World Congress (MWC) 2024 in Barcelona, HMD Global, renowned for its Nokia-branded phones, made significant waves by announcing its rebranding initiative. This strategic pivot signals a new chapter for the Finnish mobile manufacturer, which has been synonymous with Nokia for the past seven years. HMD Global unveiled plans to introduce smartphones under its own HMD name, marking a departure from its exclusive focus on Nokia devices.

Embracing a multi-brand strategy, the company aims to produce HMD original devices alongside its continued offerings of Nokia phones, emphasizing affordability, aesthetics, desirability, and repairability as key pillars of its product philosophy.

In a bold move aimed at capturing consumer nostalgia and tapping into iconic pop culture imagery, HMD Global unveiled its collaboration with Mattel to release a Barbie-branded flip phone later this year. This announcement not only underscores the company’s commitment to innovation and diversification but also showcases its willingness to explore unconventional partnerships to drive product differentiation. With a teaser image hinting at a pink color scheme reminiscent of Barbie’s signature aesthetic, HMD Global sets the stage for an exciting retro feature phone that is sure to resonate with fans of the iconic doll franchise.

In addition to the Barbie-branded flip phone, HMD Global teased the reintroduction of another iconic Nokia phone design, further fueling anticipation among enthusiasts. Set to debut this summer alongside the Barbie collaboration, this revival speaks to HMD Global’s reverence for Nokia’s rich heritage while simultaneously injecting fresh energy into its product lineup.

Moreover, the company confirmed plans for the launch of an HMD-branded smartphone in the same timeframe, promising a comprehensive portfolio of devices that cater to diverse consumer preferences and needs. With these ambitious initiatives, HMD Global positions itself as a dynamic player in the mobile industry, poised to capture the imagination of users worldwide with its blend of nostalgia, innovation, and forward-thinking design.

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

Further, the brand expects half of the smartphone devices sold globally in 2024 to be repairable. Furthermore, HMD is launching a first version toolkit for developers and businesses with open design files and information on software integration.