Polaroid clicks with IMG Licensing to expand global reach

Original instant photography brand, Polaroid has appointed IMG Licensing as its exclusive global licensing representative, with a multi-year agreement spanning all consumer product categories and location-based entertainment.

IMG Licensing will now aim to drive the expansion of Polaroid’s global licensing programme, curating innovative, high-quality products that extend the brand’s iconic creative spirit across fashion, home, technology and lifestyle categories worldwide.

With a heritage spanning 89 years, Polaroid is one of the world’s most iconic creative brands. At a time when consumers, particularly Millennials and Gen Z, are increasingly seeking more tactile, purpose-driven experiences beyond screens, Polaroid continues to resonate as a brand rooted in real-world connection and self-expression.

Through the global licensing partnership, Polaroid is aiming to further its mission of bringing analogue balance to an increasingly digital world while building the relevancy and reach of Polaroid’s distinctive assets, including its instantly recognisable frame, the Polaroid spectrum and iconic cameras.

It was supported throughout its journey of outsourcing the management of its licensing business by Esther Jolley from Stobbs.

Polaroid occupies a rare space in the cultural imagination – it is both a photography company and a symbol of human connection,” commented Tim Smith, svp, IMG Licensing. “Its legacy is not simply about capturing images, but about shaping how generations experience memory, creativity and immediacy. IMG intends to steward that legacy with rigor, purpose and imagination – identifying partnerships that honour Polaroid’s pioneering spirit while further extending its relevance in contemporary culture.

Dan Dossa, ceo at Polaroid, continued: “We’re super excited to be working with IMG Licensing and see our partnership as a fantastic way to energize the brand through exciting collaborations into new product categories and cultural spaces, ensuring every extension feels authentic to who we are while reaching new audiences and new generations.”