USA: Lady Gaga teams with Polaroid to launch new products at the Consumer Electronics Show

Record ID: 1532610

  • Title: USA: Lady Gaga teams with Polaroid to launch new products at the Consumer Electronics Show
  • Date: 10th January 2011
  • Summary: (SOUNDBITE) (English) SCOTT HARDY, PRESIDENT OF POLAROID, SAYING: "Polaroid has 100 percent brand awareness and recognition with the older demographic and generation. And what we want to do is build for the future, become as relevant to the 18 to 25 year old audience as we are the rest of the population, which knows Polaroid, is very familiar with Polaroid. We believe with these Grey Label products, working with Lady Gaga, we're able to bridge that chasm and reach to the younger audience who sees the magic of instant photography and is blown away with how cool it is, but they didn't grow up with that. They didn't get the benefit of that." VARIOUS OF POLAROID CAMERA
  • Embargoed: 25th January 2011 02:05
  • Keywords:
  • Location: Usa, Usa
  • Country: USA
  • Topics: Arts / Culture / Entertainment,Science / Technology
  • Reuters ID: LVATRQDPN9ZFX717W6JCWSH6GT9
  • Aspect Ratio: 4:3
  • Story Text: Sporting a pair of heavy dark shades herself, fashion-forward pop star Lady Gaga appeared at the Consumer Electronics Show in Las Vegas on Thursday (January 6) to unveil Polaroid sunglasses that can take pictures and display them as well.
    The stylish wrap-around shades contain a camera and 1.5-inch OLED screens that can capture and display images and video to people around you.
    Gaga, who was announced as Polaroid's creative director last year at CES, demoed a prototype of the specs on a mannequin, calling the shades the first of their kind. The singer has sported video glasses made of iPod screens before.
    The shades have a USB key in the earpiece so imagery can be transferred to a computer and uploaded to the Internet, they are scheduled to be released later this year.
    Gaga said she was looking to help design products that would fit her fans' styles.
    "I wanted to create products that I knew they would love to use," said Gaga. "Create cameras and a printer and glasses that I knew would work into their lifestyle as music fans, as concert goers, as wild party kids."
    They're part of a Grey Label lineup of Gaga-inspired products. Also coming out this year is a digital reinvention of the classic Polaroid instant camera. It's a printer-enabled device that evokes Polaroid's instant camera glory days. The 12-megapixel shooter can hold 10 3x4-inch prints and features a swiveling LCD screen for viewing pics before printing.
    The ink-free printer uses heat to colorize crystals and can print up to 40 pictures on a full battery.
  • Copyright Holder: REUTERS
  • Copyright Notice: (c) Copyright Thomson Reuters 2011. Open For Restrictions - http://about.reuters.com/fulllegal.asp
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