IMG Appointed by Polaroid

Polaroid, the original instant photography brand, has announced it has appointed IMG Licensing as its exclusive global licensing representative in a multi-year agreement spanning all consumer product categories and location-based entertainment. Polaroid was supported throughout its journey of outsourcing the management of its licensing business by Esther Jolley of Stobbs. 

IMG Licensing will drive the expansion of Polaroid’s global licensing program, 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 this global licensing partnership, Polaroid aims to further its mission of bringing analog balance to an increasingly digital world while building the relevancy and reach of Polaroid’s distinctive assets, including its instantly recognizable frame, the Polaroid spectrum, and iconic cameras. 

Dan Dossa, CEO of Polaroid, says, “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.”

“Polaroid occupies a rare space in the cultural imagination — it is both a photography company and a symbol of human connection,” said Tim Smith, Senior Vice President, 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 honor Polaroid’s pioneering spirit while further extending its relevance in contemporary culture.”