Polaroid returns with instant line-up

Hagemeyer Brands Australia in association with the Summit Global Group has announced the revival of the Polaroid brand in Australia and New Zealand with the release the new Polaroid Two instant digital camera.

The Polaroid Two comes with a built-in printer that utilises ZINK zero ink printing technology from ZINK Imaging, Inc.

The Polaroid Two can take a 5MP image, preview it and print on demand. The camera prints 2x3-inch photos instantly using Polaroid ZINK Photo Paper, which also has an adhesive back.

“The Polaroid Two is the first of many new and unique Polaroid instant imaging products including the re-release of traditional instant cameras and film over the next few months,” Hagemeyer Photographics national sales and marketing manager John Rule said.

“The opportunity for Polaroid is equal to the recent success that the brand has enjoyed in the US and Europe and we’re ready to take this iconic brand to the next level in this exciting chapter of Polaroid’s history,” he said.

Polaroid NZ is represented by Endurance Distributors, sales and marketing agents for the NZ distributor Hagemeyer Brands Australia.

The Polaroid TWO (CZA-05300B) will retail at $269.95 (RRP). Single 10-sheet packs of photo paper will sell for $6.95 (RRP) while a triple pack will sell for $19.95 (RRP).

There are also plans to introduce an instant camera that produces 4” X 3” instant digital photos later in 2010. Polaroid began more than 70 years ago with the marketing of polarised sunglasses.

The company evolved into instant film, camera and camera accessories, and in recent years has expanded into flat panel televisions, digital cameras, digital instant imaging products, digital photo frames, digital HD camcorders and waterproof digital cameras.

Since being acquired out of bankruptcy by a joint venture of Hilco and Gordon Brothers called PLR Holdings and licensed for imaging products to the Summit Global Group, the Polaroid brand was given another boost in the US earlier this year with the release of the Polaroid 300, which will sell for around US$90 in the US with 10 packs of instant film selling for US$9.99.

The new 300 camera will accept ‘classic’ Polaroid instant film, which the company is returning to production, and will include an automatic flash and four scene settings. The Polaroid 300 will be launched in Australia later this year.

Summit’s exclusive license agreement with PLR IP Holdings, LLC, the owners of the Polaroid brand, is expected to generate US$1.3 billion in retail sales.

Music personality Lady Gaga's recent appointment as the creative director for the Polaroid brand is “one step in developing new and exciting Polaroid branded products,” Summit Global Group managing director Giovanni Tomaselli said in a statement.

Lady Gaga featured in a series of presentations at US trade shows and more recently in product design and development sessions in Tokyo for co-branded Polaroid products.

Summit Global Group also announced a strategic partnership with Fujifilm on new technologies, products and distribution.