If Drew Barrymore were to reconnect with the extra-terrestrial friend who first made her famous she would probably recommend that “ET Phone Home. But, do it in a mindful way! ” Because, if her recent appearance at the Mobile World Congress is anything to go by, the actress, entrepreneur, and mother of two, is passionate about ensuring kids use smart phones, well smartly!
Drew’s collaboration with Finnish mobile innovator HMD (aka Human Mobile Devices) at the MWC came with a bold message: it’s time to put the human back into mobile technology. And, rethink how we interact with tech – especially for families.
Barrymore’s passionate speech struck a chord with parents worldwide. “Technology has taken advantage of the tired parent,” she 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.”
In addition to her powerful words, Barrymore hinted at an upcoming collaboration with HMD – codenamed ‘Project Wildflower’ – set to disrupt the ‘status scroll’ and challenge the digital status quo. While details remain under wraps, one thing is clear: Drew Barrymore and HMD are on a mission to reshape the way families use technology.
Family Division … The fine details
HMD is about creating better digital experiences for families. Their latest initiative is the introduction of a Family Division, developed off the back of the Better Phones project – structured around three key developmental stages:
- 8-12 years: First Safe Connection – Building healthy digital habits early.
- 13-16 years: Beginning Smart Journey – Gradually introducing features in a controlled manner.
- 16+ years: Adulthood Readiness – Preparing kids for open-ended tech use with thoughtful guidance.
Phones that put Family first
Beyond their Family division, HMD aims to create devices designed with real human needs in mind. Leading the charge is the HMD Fusion X1, the company’s first smartphone designed specifically for teens. Developed in partnership with Xplora, this device is built to foster healthy digital habits by offering full parental control while still appealing to teenagers. The subscription-based system allows parents to manage app and internet access, track location in real-time, and set up ‘School Mode’ to minimise distractions during study hours.
HMD’s research, which surveyed 25,000 children and parents worldwide, revealed startling insights: over half (52%) of kids aged 8-12 believe they are suffering from phone addiction. Even more concerning, four in ten children report being contacted by strangers online. The HMD Fusion X1 directly addresses these concerns, giving parents a way to introduce technology responsibly while keeping their children safe.
KISS: Keep It Simple Smartphone
While smartphones are evolving, HMD continues to cater to those looking for a simpler, distraction-free experience. Their latest feature phone releases include, HMD 130 and 150 Music – nostalgic candy bar phones packed with high-quality speakers, FM radio, and a battery that lasts up to a month on standby. And, HMD 2660 Flip – a stylish flip phone designed for digital detox, featuring large buttons, a compact display, and essential functionalities without the constant notifications of modern smartphones.
Additionally, HMD is pioneering on-device AI-powered protection with SafeToNet, a tool designed to block harmful content in real-time, giving parents an added layer of security beyond traditional parental controls. Set to launch in a few months, this technology is a game-changer in online safety.
Introducing Amped Buds
In addition to the Drew Barrymore and HMD collaboration, one of the most exciting hardware announcements at MWC 2025 was the HMD Amped Buds – the world’s first wireless earbuds with a charging case that can wirelessly power up a smartphone. Designed for convenience, these earbuds feature Active Noise Cancellation (ANC), Environmental Noise Cancellation (ENC) for crystal-clear calls, and a sleek design available in Black, Cyan, and Pink.
Phone for the future
Beyond devices, Drew Barrymore and HMD are leading the charge in redefining mobile technology through a philosophy that prioritises real human needs. As both Drew and HMD CEO Jean-Francois Baril made clear, this isn’t just about gadgets; it’s about giving people, especially parents, real choices when it comes to tech.
