Polaroid Focuses on LifestylePolaroid Focuses on Lifestyle

Photography brand's new graphic style guide will debut at BLE. 

Polaroid and its licensing agent the Sharpe Company are developing a new program for lifestyle merchandise inspired by the iconic photography brand in Europe, the U.K., Australia and New Zealand.

The partners first teamed up at Licensing Expo in June, focusing initially 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.

“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,” says Jason Sutton, director of licensing, Polaroid. “The Sharpe Company provides the territory knowledge and retail intel to expand our product offering and grow the company in these key markets.”