Starlight Licenses Polaroid Brand For CE

By Greg Tarr -- TWICE, 3/25/2010

Minneapolis -PLR IP Holdings, LLC (PLR), the owner of the Polaroid brand, said Thursday it has reached a five-year licensing agreement with Starlight Marketing Limited to manufacture and sell Polaroid branded consumer electronics products in the United States and Canada.

Starlight, which is a wholly owned subsidiary of Starlight International Holdings Limited, said it will develop a wide range of Polaroid-branded consumer electronics including standalone DVD and Blu-ray players, portable DVD players, e-book readers, iPod docking stations and home theater systems.

Polaroid products from Starlight are initially expected to contribute an estimated $500 million in sales in the next six years, PLR said.

Starlight has more than 30 years of manufacturing experience, designing high-quality and innovative consumer electronic products for reputable leading importers and retailers.

The agreement with Starlight will help provide a wider range of consumer electronics products, expanding the Polaroid experience for both existing and new customers.

"We continue to break new ground in introducing simple, fun and real products to existing and new fans of the iconic Polaroid brand," stated Scott W. Hardy, PLR president. "We're impressed with Starlight's innovative product mix and R&D team who share our vision to expand into more digital product categories that embody the spirit of Polaroid."

In the past year, PLR has assembled a family of Polaroid partners for product development, marketing distribution and licensing.

Products will be sold through "major retailers in the U.S. and Canada later this year," PLR said.