The LEGO Group and Polaroid have revealed a new addition to the LEGO Ideas line. The LEGO Ideas: Polaroid OneStep SX-70 Camera, inspired by the original Polaroid OneStep SX-70 Camera from 1977, will launch on Jan. 1.
LEGO Ideas is a fan-sourced platform where builders can discuss their ideas for new LEGO products. The Polaroid camera was conceived by Marc, known as MiniBrick Productions (@minibrickyt) online. The new camera is the 53rd product to come from the platform.
The model is made from 516 pieces and includes design features that builders will recognize from the original OneStep Camera. The new LEGO product has functional features such as a working viewfinder, an exposure compensation dial, a shutter button for loading and ejecting illustrated photos, and a film door that opens.
The kit also includes a buildable Polaroid Time-Zero Land Film Pack and three LEGO Polaroid illustrated photos.
“The OneStep took a little over a month from design to completion. I actually started designing it while on vacation in France since I couldn’t wait to build it,” Marc says. “I’ve always loved the design of the Polaroid OneStep. It’s incredibly iconic and shows up everywhere.”
The Lego Group’s marketing direction for the LEGO Ideas: Polaroid OneStep SX-70 includes a photography-led campaign that highlights the camera’s lack of functionality. It includes a ‘NOT SHOT ON LEGO Polaroid Camera’ sticker placed across photos in surprising places, making various photos part of the campaign.
The LEGO Ideas: Polaroid OneStep SX-70 Camera is available for preorder now and will be in stores on Jan. 1 for $79.99.
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