Polaroid’s silhouette tease tells us who its next product is for, but gives away little else

Polaroid is teasing something new coming tomorrow, posting a graphic on its social media page inspired by the hugely successful video game franchise Pokémon, implying that it could be some sort of collaboration. The post’s caption says “Something’s almost ready to show itself… revealed on August 18th.”

It’s always possible the company is riffing on a meme format to tease a completely new product, but if we had to guess, it seems more likely that it’ll be an existing product with a Pokémon theme. The silhouette in the image looks a lot like the existing Polaroid Go with a Pikachu tail, and we’ve seen instant cameras made to reference the franchise’s most recognizable character before. It’s also not out of the question that the announcement is about a co-branded film, rather than a camera; the company has done both, releasing cameras with Thrasher and MoMA liveries, and films with Pantone-colored frames.

Whatever it is, it’s more than likely it’ll be something camera-related. There was a time when the Polaroid name and logo appeared on a wide array of products that had very little to do with taking photos, from TVs to AA batteries, thanks to other companies licensing the brand. While this practice is still alive and well in the industry, it seems to be less common with Polaroid after it was purchased by the same person who owned the Impossible Project, leading to film and cameras once again being sold under the company’s name.

Recently, the company has been going after an audience tired of screens and phones, with its “the best summer is analog” campaign. The target audience clearly skews younger, the kind of people who would’ve grown up playing Pokémon games on their Nintendo DS or smartphone. So a collaboration between the two makes sense, tugging at people’s nostalgia for a time when the devices in their pocket were for having fun, rather than doomscrolling. Whatever it is, we won’t have to wait very long to see it fully unveiled.

About the Author: Mitchell started taking pictures at 10 and hasn’t stopped since. It’s been a wide-ranging adventure, spanning a wide variety of genres and locales, and occasionally dipping into fascinations with video and filmmaking. They honed their technical knowledge doing documentation, programing and QA, writing for The Verge, and just generally messing around on the computer to see what breaks.

Want to stay up to date on the latest product news and releases? Add DPReview as a preferred source to ensure our independent journalism makes it to the top of your Google search results.