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) and a new design. The association with the pop group was Polaroid's attempt to appeal to a younger demographic, and the camera came with customizable Spice Girls stickers and labels. The Spice Cam was sold in record stores in addition to traditional camera outlets. Polaroid used the Spice Cam to promote its new 'Extreme 600' film format.
The Spice Cam was Polaroid's first camera to be named after a group or person. The Spice Girls filmed television adverts and conducted a number of promotional photoshoots for the camera. The camera was also exhibited at the 1998 Photo Marketing Association Show.
The Spice Cam was sold in the United States, Europe, Asia and Australia.Cox News Service said of the camera, "like the fun-loving quintet, SpiceCam has more style than substance."
^ abcdWallack, Todd (5 November 1997). "Polaroid spices up camera models". Boston Herald. p. 38.
^ abc"Spice Girls snap up camera deal, Posh Spice pied by anti-fur protesters". MTV News. 6 May 1998. Retrieved 27 March 2021.
^ abcRosenberg, Ronald (5 November 1997). "Polaroid plans faster instant film, camera aimed at youth market. To be advertised by pop group Spice Girls". The Boston Globe. p. C, 2:5. Retrieved 28 March 2021 – via ProQuest.