At last year’s Photokina, Fujifilm announced their new Instant Square Film. Earlier this year, the hardware to go along with it started to come. First the Instax SQ10 hybrid instant camera, followed by the Instax Share SP-3 printer. Now, according to a report by World Intellectual Property Review, Fujifilm has filed a complaint against Polaroid over a dispute on square format instant prints.
The report says that Fujifilm have asked for declaratory judgement in US district court to clear the company of any wrongdoing after being accused of trademark infringement by PLR IP (brand licensor and marketer of IP rights for Polaroid instant cameras). The trademark in question is the white border around Fujifilm’s Instax Square images.