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Polaroid Goes After GoPro With a $99 Action Camera

Polaroid Cube
Polaroid CubeCourtesy Polaroid

What better way to conjure the 1980s, Taylor Swift probably thought, than by using a Polaroid picture of herself as an album cover. Inside the album are 13 more vintage-esque photos. You could say that Polaroid is having its moment. Again.

This time around the brand is resonating with a generation whose parents experienced the first boom in analog instant photography. And now the company is trying to sustain that interest with the Cube, an adorably tiny HD action-video camera priced at $99 for kids who can’t afford a GoPro, which can cost two to four times as much.