Polaroid Focuses on Lifestyle

Polaroid together with its licensing agent The Sharpe Company, is developing a program for lifestyle merchandise inspired by the iconic photography brand in Europe, UK, Australia and New Zealand. The partners initially focuses on the consumer electronic and tech categories. In order to expand into the lifestyle space, the Sharpe Company has developed a new Polaroid style guide that features iconic camera illustrations and images, as well as the Polaroid Color Spectrum and Polaroid Classic Border logos and lifestyle images. The new style guide will be shown for the first time at Brand Licensing Europe, Oct. 13-15. Available categories include apparel, accessories, homewares, gifting, paper goods, travel and collectibles. Commenting on the extension of brand in lifestyle category, Jason Sutton, director of licensing, Polaroid said, “We knew there were opportunities to further develop the Polaroid brand and provide our customers in Europe, the U.K., Australia and New Zealand with fashion, homewares and accessory products from an iconic brand they know and trust.” Moreover, the photography brand is about to close licensing deals for Indian sub-continent as well in coming months.