Polaroid brand expands

Imaging related and consumer electronics products/services set to boost brand next year.
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The owner of Polaroid has inked six licensing agreements for new branded products for imaging related and consumer electronics products and services.

These are expected to contribute an estimated $600m in retail sales for the brand in 2010, extending to more than $3 billion over five years.

C&A Marketing will be producing camera lenses, filters and close up lenses, lens hoods and caps, flashes, battery grips, batteries and chargers, camera bags, binoculars and a host of other camera accessories to help drive the growth of key product categories.

Meanwhile, JWIN Electronics will be rolling out entertainment, mobile, computer and gaming peripherals; Famous Trails will bring out night vision units, range finders and digital camera binoculars; Matsunichi Digital Holdings will have personal notebook accessories including USB speakers; and Panaglobal Distribution will release a line of precision-cut screen protectors and optically clear protective films for a variety of mobile devices.

"Polaroid has had an immense global appeal for more than 70 years and our new licensees directly speak to our core brand competencies," said Scott Hardy, president of PLR IP Holdings.


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