At Mobile World Congress in Barcelona this week, the makers of Nokia phones, HMD (Human Mobile Devices) has announced plans to create its own branded devices, as part of a multi-brand vision, which will see the company continue to sell Nokia phones and work with global partners.

“In our seven-year journey, collaboration and support has allowed us to achieve so much. We have plans to do more as we introduce the world to the new HMD. We want to be a catalyst for positive and profitable change by embracing a multi-brand strategy – crafting new HMD original devices, creating Nokia phones and collaborating with well-known global partners,” HMD co-founder, chairman and CEO, Jean-Francois Baril said.

E-waste is one of the most important issues for both tech makers and tech users and HMD seeks to make the repairability experience accessible to everyone.

On average, two-thirds (66%) of people in the UK currently live with a smashed screen. In Europe and Australia and New Zealand, repairable devices made up one in four HMD smartphone sales in 2023. This year, HMD expects that to grow to three in four devices in Europe and ANZ and half of the smartphone devices sold globally to be repairable.

“One year ago, we introduced our first repairable phone to a great response. 12 months on, we are determined to continue to push the boundaries to reimagine repairability. As more people seek out easy to repair devices so they can keep their phone longer – and save hassle or delays when fixes are needed – we’re excited to make that process as easy as possible, starting this summer,” HMD vice president of Europe, Americas and Enterprise, James Robinson said.

As Human Mobile Devices, HMD aims to redefine screen time, champion repairability and forge meaningful partnerships as part of its multi-brand vision. 

“Our commitment to human-centred innovation has spurred our expansion, unlocking new prospects for us and our collaborators, and has been a driving force behind our adoption of a multi-brand strategy,” HMD chief marketing officer, Lars Silberbauer (feature image) said.

“We take pride working with remarkable partners and are excited about extending our collaborative efforts with dynamic new partners like Mattel. Barbie and HMD are on a mission to shake things up with a new flip phone coming this summer.”

The Barbie Flip Phone will arrive this summer 2024, promising style, nostalgia and a digital detox.

“At the heart of Mattel is design and innovation, and this latest collaboration is another step forward in that direction. The Barbie x HMD launch promises to be an exciting moment for Barbie fans of all ages, we’re excited to flip the switch and unveil it to the world at Mobile World Congress,” Mattel EMEA head of consumer products for publishing and LBE, Ruth Henriquez said.