Capture What Shapes You - Fujifilm Introduces instax SQUARE 2™ instant camera

Capture What Shapes You - Fujifilm Introduces instax SQUARE 2™ instant camera

Latest addition to the instax™ instant camera lineup adds new features to the classic square frame format camera

FUJIFILM North America Corporation, Imaging Division, today announced the launch of its instax SQUARE 2™ instant camera (hereafter SQUARE 2), the latest iteration in its iconic and popular instax™ SQUARE product lineup. SQUARE 2 brings a refreshed look and new features to fans of square instant photos.

“Our instax™ SQUARE products have always brought the classic style and symmetry many instant photographers seek when making images,” said Bing Liem, division president, Imaging Division, FUJIFILM North America Corporation. “Not too big, not too small, a new SQUARE camera option has been sought after for some time by our consumer base, so we’re excited to bring it to them with a brand new look and features not before seen in our SQUARE lineup.”

In addition to Automatic Exposure and Automatic Flash features, SQUARE 2 features the new Mood Filter Switch, which allows users to adjust the overall color, tone, or mood of their photos. Users can choose Warm for a subtle golden tone, Cool for crisp, blue-toned color, or Off for the classic instax™ film look.

Key Features Recap:

• Clean, new sculpted body design
• Built-in Selfie Mirror
• Automatic Exposure
• Automatic Flash
• Intuitive twist-to-operate controls, including selection of three shooting modes: Close-up Mode, Landscape Mode & Standard Mode
• Two Mood Filters (Cool or Warm)
• Prints on instax™ SQUARE instant film (instax™ SQUARE instant film sold separately)
• Available in 3 colors: Slate Blue, Misty White or Brick Red
• Includes: Hand Strap, Quick Start Guide, (4) AA Batteries and 1 Year Limited Warranty

New Film Variety
Accompanying the introduction of SQUARE 2, Fujifilm is also announcing a new instax™ SQUARE instant film, Soft Haze. Featuring color tone with reduced saturation and contrast, this new instant film creates an overall softer look to your photos with glowing highlights and warm, diffused shadows. Each instant film pack contains 10 exposures.

Pricing and Availability
FUJIFILM instax SQUARE 2™ instant camera is expected to be available late October 2026 at a Manufacturer’s Suggested Retail Price of $119.95 USD and $139.99 CAD. instax™ SQUARE Soft Haze instant film is also expected to be available late October 2026, at a Manufacturer’s Suggested Retail Price of $18.99 USD and $16.99 CAD. For more information, please visit https://www.instaxus.com/cameras/instax-square-2/.

About Fujifilm
FUJIFILM North America Corporation, a marketing subsidiary of FUJIFILM Holdings America Corporation, consists of five operating divisions. The Imaging Division provides consumer and commercial photographic products and services, including silver halide consumables; inkjet consumables; digital printing equipment, along with service and support; personalized photo products fulfillment; film; one-time-use cameras; and the popular instax™ line of instant cameras, smartphone printers, instant film, and accessories. The Electronic Imaging Division markets its GFX System and X Series lines of mirrorless digital cameras, lenses, and accessories to provide a variety of content creation solutions for both still and moving imagery. The Optical Devices Division provides optical lenses for the broadcast, cinematography, closed circuit television, videography, and industrial markets, and also markets binoculars and other optical imaging solutions. The Business Innovation Division offers a full lineup of digital print and toner technologies focused on enabling the digital transformation of businesses and print shops with its offerings of multifunction printers, digital inkjet presses, production toner printers, software, and more. The Industrial Products Division delivers new products derived from Fujifilm technologies including data storage tape products, including OEM and FUJIFILM Ultrium LTO cartridges, desalination solutions, microfilters and gas separation membranes.

For more information, please visit https://www.fujifilm.com/us/en/about/region, go to https://x.com/fujifilmus to follow Fujifilm on X, or go to https://www.facebook.com/FujifilmAmericas to Like Fujifilm on Facebook.

FUJIFILM Corporation is a subsidiary of FUJIFILM Holdings Corporation. FUJIFILM Holdings Corporation, headquartered in Tokyo, leverages its depth of knowledge and proprietary core technologies to deliver innovative products and services across the globe through the four key business segments of healthcare, electronics, business innovation, and imaging with over 70,000 employees. Guided and united by our Group Purpose of “giving our world more smiles,” we address social challenges and create a positive impact on society through our products, services, and business operations. Under its medium-term management plan, VISION2030, which ends in FY2030, we aspire to continue our evolution into a company that creates value and smiles for various stakeholders as a collection of global leading businesses and achieve a global revenue of 4 trillion yen (29 billion USD at an exchange rate of 140 JPY/USD). For more information, please visit: www.fujifilmholdings.com.

For further details about our commitment to sustainability and Fujifilm’s Sustainable Value Plan 2030, click here.

FUJIFILM, instax, and instax SQUARE 2 are registered trademarks of FUJIFILM Corporation and its affiliates.

© 2026 FUJIFILM North America Corporation and its affiliates. All rights reserved.

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Media Contact:
Daniel Carpenter
FUJIFILM Holdings America Corporation
914-529-2417
daniel.carpenter@fujifilm.com

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