The Polaroid brand is bringing its colour and lifestyle proposition to the ‘action camera’ category created by GoPro, with the launch of a new range of tiny cube-shaped cameras.

The range, named Polaroid Cube, features the brand’s iconic trademarked colour spectrum, and is being manufactured and marketed by C&A Licensing, the same licensee that’s turning an Italian inventor’s social camera concept into a real Polaroid branded product.

The range is branded a bit less sporty than GoPro’s, but has its own line of accessories for action image and video capture.

It was designed by Ammunition, the design studio behind the shape of Beats headphones and Square, the mobile payments system.

“GoPro has done an incredible job building a new category in the digital imaging space,” Polaroid’s CEO Scott Hardy told Businessweek. “But when we look at that market, we think it can be much bigger by not just targeting the professional and amateur and aspirational thrill-seekers but going after more of the lifestyle segments.”

Taiwan technology maker HTC is also believed to be releasing a product in the action camera category.

The high-definition camera is weatherproof, available in three colours, and retails for US$99.99. Currently the Polaroid Cube is only available in the US, via an online store.