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…