A tale of four Kodaks

It was while walking past the RadioShack booth at CES 2025 that I spied the Kodak stand not far ahead. And it was while musing about the fate of those two storied — okay maybe not storied — names that I spied another Kodak booth two rows over. For a company that’s been dead more than a few times over, it’s certainly enjoying something of a renaissance. Look, it’s not as if there haven’t always been brands that die and get revived in pursuit of a quick buck. Especially if the price is cheap and there’s any residual degree of affection for it, but even so there are a hell of a lot of them now. Do we need four different companies selling Kodak-branded wares?

Perhaps the most egregious example at this year’s show was from Mizari, an LA-based company that sells hardware under a variety of names. This year, it was showing off a lineup of products under the Memorex brand, including e-bikes, scooters and golf caddies. If you’re unfamiliar, Memorex made recordable media in the analog era: computer and cassette tapes, VHS, CDs and eventually DVDs. Its slogan was “Is it live, or is it Memorex?” boasting its superior audio quality. Does that slogan work as well for e-bikes, scooters and golf caddies? That’s less clear.

The company’s representatives said that using the Memorex name was an experiment to see how much affection the public has for the brand. They’re targeting people over the age of 40 who remember what they slammed in their tape decks. At the same time, they’re targeting younger generations who may feel the pull of that retro name, since we’re apparently in an era where anything old is inherently laudable. Mizari also holds the license for Delorean, albeit just to make e-bikes, scooters and go-karts, for the kids, you know?

RadioShack has been passed from owner to owner since it initially filed for Chapter 11 back in 2015. In May 2023, it was bought by Unicomer, a RadioShack franchisee from Central and South America which is now relaunching the parent brand in the US. It will act, like so many of these companies, as a distributor, adding its name to a variety of products made elsewhere. Its lineup is already 400 products strong, from gaming keyboards and mice to portable projectors and speakers. The idea, as you might have guessed, is to cash in on the fact people likely remember the name of this over some generic product they’ll find among the dregs on Amazon.

The two Kodaks nearby share the Kodak name, but very little else: One is showing off the Kodak Mini Shot (lead image), made by Prinics Co. Walk 50 yards further down the plush CES carpet and you’ll find another Kodak (pictured above), this one selling digital photo frames and tablets. Staffers at both booths are happy to talk about which part of the sprawling Kodak license they are paying for. Hell, the latter Kodak stand was also advertising those same products under the Thomson name, an old French electronics company that was rebranded as Thales 25 years ago.

A little walk and you’ll soon find a large stand from RCA, which also holds the names Thomson and Blaupunkt. All three are nothing more than names and logos slapped on products that are shipped in from various manufacturers. RCA is famously known for making radio equipment and other electronics before branching into broadcasting, music and movies. So it’s natural, too, that you can pick up an RCA-branded e-bike and scooter, cashing in on all those bikes RCA made when your pop pop was in diapers.

Next to Mizari’s Memorex-branded exhibits was the third Kodak booth I’d stumbled across, this one showing off a wide variety of products. This included smartwatches, cameras, binoculars, mirrors with halo lighting and Bluetooth speakers, all made by various licensees. And, quite literally two booths over, was another Kodak stand, this time from C&A Global, which makes Kodak branded photo printers (and the HP Sprocket) as well as projectors and scanners.

I’m not sure I need to wave my hands around and try to make some sort of grand point about All Of This. One one hand, it doesn’t matter. Lots of low-cost products are sold to folks who aren’t going to interrogate their purchases. Given how common the practice of buying a dead brand and slapping it on whatever you sell, it must be profitable enough to justify doing it. But it just leaves me scratching my head, wondering who’s going to remember the tape company from the ‘90s and want to ride an e-bike with its logo on the side. Or who would think there’s any trust left in the Kodak brand given the near-homeopathic levels of dilution it’s subjected to. Maybe these companies’ real lingering value is to serve as a reminder to all the other tech brands that this is the fate that awaits them if they keep messing up.