HMD, renowned for its exclusive distribution of phones under the Nokia brand, has announced an intriguing collaboration with Mattel to introduce a new flip phone adorned with the iconic Barbie branding. Set for release in July, this venture is part of HMD’s broader strategy to diversify its product portfolio, marking a departure from its traditional focus on Nokia-branded devices.
While specific details such as pricing, specifications, and features of the Barbie phone are yet to be revealed, it is anticipated to be a feature phone. Adam Ferguson, HMD’s global head of insight, proposition, and product marketing, confirmed in an interview with The Verge that the upcoming device would be an entirely new offering.
As HMD undergoes a rebranding process, transitioning to “Human Mobile Devices,” it signals a strategic shift toward selling devices under its own name. The Barbie phone collaboration is indicative of this new approach, with plans for more such partnerships in the future, according to Ferguson. However, he clarified that HMD is not entirely abandoning the Nokia branding and has no intentions of exploring other brand names. Despite this shift, HMD remains committed to the Nokia legacy and its enduring association with the brand.
In an interesting turn of events, HMD Global has removed Nokia branding from its online platforms, redirecting the Nokia website to its own website. Furthermore, the Nokia mobile handle on X (formerly Twitter) has been altered to HMD Global. Despite these changes, reports suggest the emergence of new Nokia-branded smartphones listed on the IMEI website.
A report by GSMChina revealed the existence of 17 new Nokia models with model numbers TA-1603 to TA-1628 on the IMEI website. These models are expected to make their debut at the upcoming Mobile World Congress (MWC) 2024 in Barcelona from February 26 to February 29.
The presence of these new Nokia models suggests that HMD’s partnership with Nokia, established in 2016 through a 10-year agreement, remains intact until 2026. This implies that new Nokia smartphones may continue to be released under this agreement. While specifics about these forthcoming smartphones are scant, their presence on the IMEI database suggests that they will be released shortly, probably within the current year.
