Inside the 80-year rivalry that made the world's favorite instant camera brand possible

Summary

Fujifilm's Instax instant cameras owe their success to a complex history involving Polaroid and Kodak's patent battles. After Polaroid's 1947 introduction of instant photography and Kodak's subsequent entry and patent infringement, Fujifilm entered the market in 1981, initially licensed from Kodak and later Polaroid. Once Polaroid's patents expired in 1998, Fujifilm launched Instax in the US, simplifying camera and film design to lower costs. With improved film sensitivity and chemistry, Instax overcame initial sales dips and, following Polaroid's film production discontinuation, surged to become Fujifilm's best-selling product line, surpassing 100 million units sold.

Key points

• Fujifilm Instax cameras achieved over 100 million sales globally.
• The brand's success is linked to navigating patent disputes with Polaroid and Kodak.
• Instax cameras and film were simplified and improved after Polaroid's patents expired.
• The immediate gratification of instant photography continues to drive Instax sales.