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Convertibles for kids.
When Polaroid wanted to introduce an instant camera for teens, we developed the Convertible Camera, a simple sophisticated design statement with broad appeal. The first offering in an extensive design language strategy, this pocket camera allows teens to match their cameras to their moods or outfits, connect with friends and cohorts, or express their individuality and creativity. The interchangeable faceplates allow Polaroid's marketing group to introduce cameras globally with specific local relevance at minimal cost and in indigenous languages. The convertible camera became a phenomenon in Japan and became the best selling camera for three consecutive years with teens feverishly collecting and trading faceplates.
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