LEGO announces new LEGO IDEAS: Polaroid OneStep SX-70 Camera

The group LEGO and the Polaroid announced the new LEGO IDEAS: Polaroid OneStep SX-70 Camera. Original idea by LEGO fan Marc aka Minibrick Productions (@minibrickYT), the iconic Polaroid camera now comes to life in the form of LEGO bricks.

Launching in January 2024, the set LEGO IDEAS: Polaroid OneStep Camera brings a true photography icon to the LEGO IDEAS line and is the 53rd product on the platform dedicated to fan ideas.

The model is made up of 516 parts and includes many of the original features that made the original OneStep camera so popular with fans, presented in an exclusive display model with functional features. The camera also comes with a buildable Polaroid Time-Zero Land Film pack and three illustrated “photos” LEGO Polaroid.

The camera has a functional viewfinder, the iconic Color Spectrum, exposure compensation dial and shutter button, so you can load and output illustrated photos. Also included is a film slot that opens to load LEGO Polaroid photos.

Speaking of design inspiration, Marc aka Minibrick Productions said: “The OneStep took just over a month from design to completion. I actually started designing the set while on holiday in France as I couldn’t wait to see it built […] I’ve always loved the design of the Polaroid OneStep. It’s incredibly iconic and it’s everywhere!”

To mark the launch of LEGO IDEAS: Polaroid OneStep CameraO LEGO Group created an unconventional marketing campaign that highlights a key feature the product lacks: functionality. This photography-centric campaign for a non-working camera features a “NOT SHOT ON LEGO Polaroid Camera” sticker plastered on photos in unexpected places — subtly making every photo ever taken part of the campaign.

The original Polaroid OneStep Camera was launched in 1977 and quickly became a big hit with photographers. The camera brought instant photography to many homes around the world, which allowed people to develop photographs with their own hands.

A LEGO IDEAS: Polaroid OneStep Camera is available for pre-order from today, December 15th and will hit stores worldwide on January 1st at a price of €79.99.