Over a year into its bold rebrand, HMD is now making waves not only for its devices but for its values. Leading this narrative was Hollywood star and entrepreneur Drew Barrymore, who took to the MWC stage to advocate for a healthier digital future.
“Technology has taken advantage of the tired parent,” Barrymore declared. “It’s time to redefine how we live. Patience from the past meets future-forward technology. I started this for my children, but I also truly want it for myself—and for you.” Barrymore also teased an upcoming initiative under the codename Project Wildflower, designed to disrupt the toxic ‘status scroll’ culture dominating today’s screen habits.
Putting Family First: The Fusion X1 and Beyond
Central to HMD’s new family-focused strategy is the debut of the Fusion X1, the first device in a series aimed at redefining how families interact with technology. Developed in collaboration with child-safety tech leader Xplora, the Fusion X1 empowers guardians with robust parental controls and completely disables internet access and social media unless explicitly enabled by a parent or guardian.
The phone’s release comes alongside sobering new global research from HMD. Surveying 25,000 participants worldwide, the findings reveal that more than half of children aged 8-12 believe they’re addicted to their phones, and four in ten have been approached by strangers asking to move their conversation to private chats.
Jean-Francois Baril, Chairman and CEO of HMD, emphasized the company’s mission: “The HMD Fusion X1 lays the foundation for healthy digital habits. We’re making smarter technology, but more importantly, we’re making better technology.”
A Three-Stage Mobile Journey for Kids
HMD’s Better Phone Project, launched in 2024, has shaped this new product line through collaboration with parents, teens, and experts. The company has identified three key developmental stages in a child’s mobile journey:
- 8–12 years: First Safe Connection – Establishing healthy digital habits.
- 13–16 years: Beginning the Smart Journey – Introducing more features in a gradual, manageable way.
- 16+ years: Adulthood Readiness – Equipping teens with autonomy and responsible tech habits.
These insights have informed not just product development, but a broader commitment to reshaping the smartphone experience for young users.
A Broader Vision: Partnerships, Purpose, and Profit
HMD's collaboration with Xplora Technologies AS aligns with both companies' missions to create safer digital spaces for children. “Partnering with HMD ensures teens get enhanced safety from their first smartphone experience,” said Xplora’s Founder and CEO, Sten Kirkbak. “With rising concerns around social media and inappropriate content, our joint goal is to prioritize wellbeing from day one.”
The launch also saw HMD expand its lineup with several new devices, including:
- HMD Fusion X1 – A teen-focused smartphone with safety-first features.
- HMD Barça 3210 and Barça Fusion – Special editions in partnership with FC Barcelona, complete with player messages and fan-centric features.
- HMD 130 and HMD 150 Music – Durable, speaker-centric feature phones for audio lovers.
- HMD 2660 Flip – A stylish flip phone promoting digital detox.
- HMD Amped Buds – Wireless earbuds featuring a magnetic charging case that can also charge your phone.
Lars Silberbauer, Chief Commercial Officer at HMD, stressed the significance of these innovations: “Smartphones shape childhoods, family dynamics, and society itself. The Better Phone Project proves that real change happens when families—not corporations—lead the conversation.”
Looking Forward: Growth, Impact, and Security
With 2024 marking HMD’s highest-ever operating profit and significant growth in its feature phone segment, the brand is doubling down on purpose-driven innovation. Strategic partnerships like its ongoing work with African fintech M-KOPA have placed HMD devices in 2.5 million hands, combining affordability with security.
“Security is non-negotiable,” Baril added. “This year, we’re introducing an ultra-secure solution in collaboration with our most trusted partners—offering enterprise-grade protection for all our users.”
Redefining Success in Tech
As tech giants jostle for attention at MWC 2025, HMD is standing apart—not by pushing more features, but by asking better questions. What if technology didn't just connect us—but protected us? What if smartphones weren’t distractions, but tools for balance?
With a renewed focus on the family, security, and social responsibility, HMD is betting that the future of tech isn’t just smarter—it’s more human.