Lady Gaga Hired to Liven Up Polaroid

Polaroid is in the Gaga Haus.

"I'm your biggest fan / I'll follow you until you love me / papa / paparazzi," Lady Gaga bellows on her hit "Paparazzi."

Maybe it is a collaboration that makes some sense. Polaroid is trying to spiff up its dusty image with the help of the hot pop star.

The 23-year-old recording artist signed a multiyear deal as creative director of a specialty line of products to be developed for Polaroid, which is now owned by Minneapolis-based licensing company PLR IP Holdings LLC. The new products are expected to hit the market later this year.

The "cultural trendsetter" was hired for "her fashion-forward design aesthetic and her exceptionally close connection with her fans," Polaroid says.

Polaroid, once a pop-culture icon itself, has been hurt by digital photography and badly needs to freshen its image. (It was bought out of bankruptcy last year by Gordon Brothers Retail Group and Hilco Consumer Capital, which formed PLR.)

Lady Gaga is a good bet for livening things up. Out of nowhere, she became an overnight superstar last year with three big hit songs "Paparazzi," "Bad Romance," and "Poker Face."

"The Haus of Gaga has been developing prototypes in the vein of fashion-technology-photography innovation," she says in a statement.