Polaroid Goes Gaga

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CES 2010 LAS VEGAS - Polaroid announced at International CES it would be partnering with musical artist Lady Gaga for a line of imaging products.

The partnership, described as "multi-year," has Lady Gaga taking on the role of creative director for the line.

"I am so proud to announce my new partnership with Polaroid as the creative director and inventor of specialty projects," said Lady Gaga in a statement. 

"The Haus of Gaga has been developing prototypes in the vein of fashion/technology/photography innovation - blending the iconic history of Polaroid and instant film with the digital era - and we are excited to collaborate on these ventures with the Polaroid brand. Lifestyle, music, art, fashion: I am so excited to extend myself behind the scenes as a designer, and to as my father puts it - finally, have a real job," she added.

Stephen Miller, co-CEO of PLR IP Holdings, owner of the Polaroid brand, said, "Lady Gaga's broad creative talents and the way she connects with her fans in her own, unique manner made her a natural choice for Polaroid ... and we are delighted to be partnering with Lady Gaga to continue with that tradition and bring new and exciting products to the next generation."

The collaboration's resulting products are expected to be available at retail in late 2010.


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