IMG Licensing to helm consumer products and location-based entertainment push for Polaroid

Polaroid 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.

“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,” said Dan Dossa, CEO of Polaroid.

Tim Smith, Senior Vice President at IMG Licensing, added: “Polaroid occupies a rare space in the cultural imagination – it is both a photography company and a symbol of human connection.

“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 honour Polaroid’s pioneering spirit while further extending its relevance in contemporary culture.”