A retro camera sold at Kmart and JB Hi-Fi could become the next craze for Aussies. It has quickly been labelled the item “of the summer” and the hype is all down to how they’re sold.
Kodak’s new Charmera Digital Keyring Camera retails for $49 at Kmart and $54.95 at JB Hi-Fi. It’s small enough to chuck on your keyring or attach to your handbag as a statement piece, in the same way as a Labubu toy.
The item has become so popular that JB Hi-Fi put a limit on how many products you can buy at a time, limiting shoppers to six per customer.
There are seven variations of the camera to buy, but you won’t know which one you’ll get as they’re in what’s called a blind box. Consumer expert Gary Mortimer told Yahoo Lifestyle that the dopamine hit consumers get from opening a blind box is comparable to gambling.
“It’s the same reason why we play the pokies,” he said.
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The blind box trend has exploded in popularity in recent years, partly thanks to the hugely popular Labubus.
The small toys had such a hype behind it not only because high profile celebrities had them, but because shoppers didn’t know what they bought until they opened the boxes.
The idea behind blind boxes is simple: you buy a toy, gadget, or beauty product, but the box doesn’t reveal which variation you’ve got.
People keep buying them to complete their set, but might end up with multiples of ones they already own.
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Unboxing them have also become a huge online trend, with people filming themselves diving in and showing their excitement or sadness depending on what they get.
“We might have a couple of wins, and then we get a loss, and then that negative response encourages us to do it again,” Mortimer told Yahoo Lifestyle.
“So sometimes what you might get in surprise box may disappoint you, but that actually encourages you to try again to see if you get something better next time.”
Kodak’s new Charmera Digital Keyring Camera becomes hugely popular
There are seven different vintage designs of Kodak’s new Charmera Digital Keyring Camera to collect.
“[It’s] a tiny, retro-styled digital camera you can clip to your keys – capturing lo-fi photos and video with playful Kodak flair,” the Kmart website said of the product.
“Inspired by the carefree spirit of the first ever single use camera from 1987, the Kodak Fling and reimagined with a digital twist for everyday moments with a retro photography spin.”
The camera also comes with a USB-C charging and data cable, and a keyring accessory (to attach to your handbag), but the all-important Micro SD card for storage is not included.
It has seven photo filters available and can also take video.
One shopper described the camera as “the thing of the summer,” and another said “the results are way better than expected”.
“Well done to Kodak for continually reinventing themselves!” a third said.
However, one shopper wrote that they were “disappointed with how cheap the plastic feels” and added that the “shutter button isn’t great”.
Others said they had ordered theirs months ago and were still waiting for it to be delivered.
Alex Hourigan, co-host of the Two Broke Chicks podcast, told her TikTok followers that she thought it would become “the next viral blind box”, adding you can also upload the photos to your phone.
“This would make an amazing Christmas present,” she said.
Alex Hourigan opened her Kodak blind box on video and got one of the colours she didn’t want, but still loved the product. Photo: TikTok/thealexdiaries
Blind boxes set to become a much bigger trend
Gary believed that more businesses will try and cash in on the blind box action in the coming months.
“Brands love this idea because it gives you an opportunity to put a very small, sort of sample size product inside one of these surprise boxes, and get your product out in the market,” he said.
IKEA has also launched their own blind box range, which come in the shape of meatball plush toys.
When the toy is flipped inside out, it reveals what secret item you’ve purchased.
Adrian Widjy took to TikTok to share his experience and showed that he got a shark and a teddy bear.
Blind box enthusiast and Yahoo Australia video editor Caitie Browne estimated she has spent anywhere between $500 to $900 on different types of blind box products.
The 28-year-old told Yahoo Lifestyle that it’s a fun trend to jump on.
“I love the excitement of blind boxes and the thrill that you get – it definitely pushes the same buttons as gambling, so you have to be careful, but it’s a fun treat because you always win,” she said.
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But Gary said the blind box trend can have a negative influence on peoples’ wallets because they’ll chase that rush that comes with unboxing it.
“In the same way some people become gambling addicts because they’re bound to those sort of dopamine hits, and they want that thrill,” he told Yahoo Lifestyle.
“They love the ordering, the waiting, the anticipation, the surprise, and they’re constantly going back and doing it.”
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