HMD Global, best known for its Nokia-branded phones, announced its rebranding plans during the Mobile World Congress (MWC) 2024 event in Barcelona on Sunday (February 25). The Finnish mobile company has announced a collaboration with Mattel to release a Barbie-branded flip phone later this year.
The company has also provided an image that suggests a pink colour palette for the future throwback feature phone. Furthermore, HMD plans to bring back another legendary Nokia phone design this year.
HMD, which stands for Human Mobile Devices, announced its rebranding efforts at MWC 2024, signalling a new path for the company. The company, which has exclusively marketed phones under the Nokia brand name for the past seven years, has announced plans to launch handsets under its own HMD name.
It would pursue a multi-brand strategy, producing HMD original devices while continuing to sell Nokia phones. HMD promises to develop phones that are “affordable, beautiful, desirable, and repairable.”
The smartphone manufacturer announced plans to release a Barbie-branded flip phone this summer in collaboration with toy maker Mattel. The HMD has not unveiled the design of the next throwback feature phone, but we have seen a glimpse of its pink finish. The company has also announced that it will reintroduce a “iconic Nokia phone” this summer. An HMD-branded smartphone will also be released within the same timeline.
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HMD also intends to improve repairability and reduce the number of steps required to repair a smartphone’s broken screen. Last year, the company collaborated with repair specialists iFixit to launch the Nokia G22. The handset features replacement parts and toolkits, allowing customers to repair their phones themselves.
Furthermore, the company anticipates half of all smartphone devices sold in 2024 to be repairable. Furthermore, HMD is releasing a first-generation toolkit for developers and enterprises that includes open design files and information on software integration.
