Kodak just released a new version of its tiny Charmera keychain camera in seven Y2K-inspired colors. It launches June 16 and costs $34.99.

The Charmera is a small camera you can clip to your keys. Kodak designed the Millennium Edition to look like consumer gadgets from the late 1990s and early 2000s — think translucent plastic, shimmery finishes, and bright, saturated colors. You know the look: the kind of thing people keep nostalgic about now. Per The Verge and Engadget, seven colorways are available.

At less than $35, this is an impulse buy — something you grab without thinking hard about it. That price is the whole point. People buying this camera aren't comparing picture quality or camera features. They're buying it because it looks cool and reminds them (or their parents) of a time period that's become fashionable again.

Kodak's approach makes sense from a business angle. The Kodak name still means something to people who grew up using film cameras, and younger shoppers find old-school aesthetics interesting too. The Charmera isn't really about photography anymore — it's about what the camera looks like and what it represents. It's a nostalgia product wearing a camera's shape.

Early-2000s design has been trending in fashion and culture for a while now, and naming this the Millennium Edition spells out exactly what inspired it. Whether that narrow focus appeals to a wide audience or mainly to collectors is unclear. But at this price, Kodak isn't taking much risk if sales disappoint.

For Kodak, this is a smart, low-effort move. Release a new color version, get media coverage, and remind people the Kodak name still exists in consumer tech. The original Charmera was already a product Kodak made. This one is just a color makeover.