[3][4] In 1997, Polaroid signed a deal with the Spice Girls to develop the Spice Cam, a variation on the company's OneStep instant camera with brighter colours (purple, pink, orange, and silver[5]) and a new design.

[1][6] The association with the pop group was Polaroid's attempt to appeal to a younger demographic,[1][6] and the camera came with customizable Spice Girls stickers and labels.

[5][7] The Spice Cam was sold in record stores in addition to traditional camera outlets.

[9] The Spice Girls filmed television adverts and conducted a number of promotional photoshoots for the camera.

[2] Cox News Service said of the camera, "like the fun-loving quintet, SpiceCam has more style than substance.