Fujifilm has just announced the sale of 100 million Instax devices since the launch of the series in 1998. A remarkable achievement driven by the success of its instant cameras, portable printers, and even its hybrid digital/instant cameras. A symbolic milestone that perfectly coincides with the release of the new Instax Mini 41.
In the beginning was the Instax Mini 10
The Instax story at Fujifilm began in 1998 with the Instax Mini 10. And after 100 million products sold, it is far from over.
The model that launched the series was already equipped with a 60 mm f/12 equivalent lens—which can still be found on the latest models, such as the Instax Mini 41.
Since 1998, Fujifilm has launched no fewer than 46 Instax-branded cameras, offered across 3 paper formats: Instax Mini (46×62 mm), Instax Square (62×62 mm), and Instax Wide (99×62 mm).
46 cameras, 3 film formats and 1 Instax Pal
The Instax line up isn’t limited to instant cameras like the Instax Mini 12. It also includes portable photo printers (Mini Link 3), digital/instant hybrid models (Instax Wide Evo), and even more unexpected items, like the quirky Instax Pal.
Fujifilm doesn’t disclose a breakdown of sales by product. However, in 2018, the Instax Mini format accounted for 85% of sales in France, according to Franck Portelance, Head of External Relations at Fujifilm France, whom we interviewed in 2018 at the Salon de la Photo. The entry-level model remains the most popular: at the time, the Instax Mini 8 alone accounted for 60% of sales in France.
200 million units by 2052?
Will the 200 million mark be reached by 2050? That will depend on the strategy Fujifilm adopts in the coming years. But one thing is certain: Instax has made its mark on the world of photography, notably by appealing to a younger audience with fun, playful products designed to be shared, while also trying to reach other photographers, such as with the latest Instax Wide Evo, which blends a retro look with modern features.
