Polaroid Snaps into Accessories

Brandweek, Nov 27, 2000 by Todd Wasserman

Expanding its I-Zone camera brand into accessories, Polaroid last week inked a deal with British clothier Holy Poly and is currently bowing a 60-piece line of branded accessories via Colorbok.

Holy Poly next month will roll a new line of panties and T-shirts with a clear pocket designed for showcasing I-Zone's passport-size snaps. The line will be offered via i-zone.com and holypoly.com.

It is unclear whether the deal will affect Polaroid's ties with designer Todd Oldham, who has a deal to make clothes to accommodate I-Zone pics and features the camera in his [TO.sup.2] stores.

Colorbok's line of accessories now hitting stores includes mini photo albums, mini frame magnets and key rings, address books, photo journals and plush novelty items such as photo pillows and flowers. The line is available at Ritz Cameras, Long's Drug Stores, Urban Outfitters and Michaels, as well Amazon.com. Colorbok, based in Dexter, Mich., plans to expand into Target in early 2001.

Wendy Lee Simes, manager of new business development at Polaroid, said the company will also work with Colorbok on an [Zone scrapbook and back-to-school accessories in 2001.