In 1997, Polaroid signed a deal with the Spice Girls to develop the Spice Cam, a variation on the company's OneStep instant camera with brighter colours (purple, pink, orange, and silver[5]) and a new design.[1][6] The association with the pop group was Polaroid's attempt to appeal to a younger demographic,[1][6] and the camera came with customizable Spice Girls stickers and labels.[5][7] The Spice Cam was sold in record stores in addition to traditional camera outlets.[1][6] Polaroid used the Spice Cam to promote its new 'Extreme 600' film format.[8]
The Spice Cam was Polaroid's first camera to be named after a group or person.[9] The Spice Girls filmed television adverts and conducted a number of promotional photoshoots for the camera.[10][11] The camera was also exhibited at the 1998 Photo Marketing Association Show.[5]
The Spice Cam was sold in the United States, Europe, Asia and Australia.[2] Cox News Service said of the camera, "like the fun-loving quintet, SpiceCam has more style than substance."[7]
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