[Release on July 1] Introducing the "myFirst Insta LuxTM", the first instant camera in the series to feature a sublimation thermal transfer printer with full-color printing. Turn that light into the best shot.

myFirst Japan Co., Ltd. (President: Sam Lee, Yokohama, Kanagawa), which handles the Japanese business of myFirst Tech Asia Pte. Ltd. (President: G-Jay Yong, Singapore), will launch "myFirst Insta LuxTM (My First Insta LuxTM)" on July 1, 2026, as the latest product in the "myFirst Insta" series of instant cameras for children.

Social Background

In recent years, with the spread of smartphones and digital devices, taking photos and videos has become a daily activity. On the other hand, much of the captured data is stored on devices or in the cloud, and opportunities to print and hold photos are decreasing.

Furthermore, an environmental change is spreading, not only among children but also among teens and adults, where "shooting is done daily, but there are few opportunities to actually leave a tangible record."

Amidst this, the need for "the experience of printing and keeping memories on the spot," which lies between digital and analog, is increasing.

Against this backdrop, this product aims to foster creativity and expressiveness regardless of age by providing an experience of selecting and preserving photos through the entire process from shooting to printing.

Product Overview

The myFirst Insta LuxTM is an instant camera that allows you to "shoot, keep, and enjoy" all in one device.

It is equipped with a function to print captured photos in full color on the spot, allowing you to preserve everyday moments as "memories you can hold" rather than digital data.

It is also designed to foster creativity and expressiveness through the entire process of shooting → confirmation → selection → printing.

Product Name

myFirst Insta LuxTM

Price

¥23,800 (tax included)

Product Name

Insta Lux Film Replacement Cartridge

Price

¥1,680 (tax included)

Product Features

1 First Full-Color Printing in the Series (Sublimation Thermal Transfer Method)

This product is the first in the series to support full-color printing.

By adopting the sublimation thermal transfer method, it achieves high-definition and stable color reproduction. The printing process consists of the following four steps:

Yellow transfer / Magenta transfer / Cyan transfer / Laminate processing

A protective layer is formed on the surface by laminate processing.

Resistant to fading, maintaining vibrant photo colors

Resistant to water and fingerprints

Ready to handle immediately after printing

2 Pursuit of Image Quality as a Digital Camera

High-definition, high-image-quality achieved with an F1.8 lens and a 1/2.7-inch CMOS sensor.

Some myFirst Camera products have consistently focused on high image quality in their development, and these products have been well-received for their high-definition and high-image-quality that goes beyond the realm of kids' cameras.

This product further enhances high-definition and vivid depiction by adopting a larger 1/2.7-inch CMOS sensor than previous products and a brighter F1.8 lens.

While maintaining the same ease of use as conventional kids' camera products, it is a product that will satisfy a wider range of age groups.

Smart Exposure Automatic Exposure Correction Function

Simply press the shutter button, and the camera automatically analyzes the ambient light and shoots at the optimal brightness.

- Supports a wide range of environments, including outdoors, indoors, and twilight. - In addition to automatic correction, manual exposure correction is possible within the range of ±3 EV.

Basic Camera Functions

Equipped with operations similar to general cameras.

- AF position and exposure position selection by half-pressing the shutter button - White balance adjustment - Auxiliary light function with LED flash

Provides a stable shooting experience regardless of the shooting scene.

3 Design Optimized for Selfie Shooting

This product adopts the dedicated selfie lens that has been well-received in previous products.

The lens, located on the back of the main unit (on the LCD screen side), allows for self-portraits while checking the composition. It reduces the burden of switching grips and realizes a natural shooting experience.

4 Integrated Camera and Printer Design

The following operations can be performed using the dial and button operations on the main unit:

Frame selection

Filter application

Preview before printing

Instant printing

Shooting and printing can be completed with the main unit alone, without relying on an app.

5 Smartphone Link Printing Function

Connect to a smartphone via the dedicated app "myFirst Circle" to print photos from your smartphone.

This also supports the following uses:

Outputting photos taken with a smartphone

Saving family photos and event photos

Physicalization of digital data

Product Target Audience

This product is intended for the following user groups:

Elementary to junior high school children (first-time camera users)

Parents who value their children's recording experiences

Users who want to keep travel and daily memories in tangible form

Teens/Gen Z who enjoy photography and daily recording

This product is positioned not just as a camera for children, but as a life-logging camera that allows you to capture daily records in tangible form on the spot.

Release Information

Release Date: July 1, 2026

Sales Locations: myFirst Japan Official Online Store, myFirst Rakuten Ichiba Store, and major electronics retailers nationwide will begin selling sequentially.

Main Specifications

Shooting Functions

Image Sensor

1/2.7-inch CMOS

Effective Pixels

Approx. 5 million pixels (2560 × 1920 pixels) *No pixel interpolation

Aperture

F1.8 (fixed)

Shutter Speed

1/60 sec. (fixed)

ISO Sensitivity

ISO100–3200 (automatic switching)

Exposure Control

Program AE

Exposure Compensation (Manual Compensation)

-3.0 EV to +3.0 EV (in 1/2 EV steps)

White Balance

Auto / Sunny / Cloudy / Fluorescent 1 / Fluorescent 2 / Fluorescent 3 / Incandescent

Flash Mode

Auto / Forced / Off

Flash Effective Range

50 cm to 1.5 m

Minimum Shooting Distance

10 cm

Self-Timer

3 sec / 6 sec / 10 sec

Continuous Shooting (Burst)

Off (1 shot) / 2 shots / 3 shots

Recording Media

microSD card (4GB card inserted in the unit at shipment. Supports up to 64GB)

Number of Shots

Approx. 4,300 shots *When using the microSD card (4GB) inserted at shipment

Video Recording

Not supported

Printing Function

Printing Method

Sublimation thermal transfer method

Print Resolution

600 dpi

Smartphone App Linkage Function

Yes (possible to print smartphone images via dedicated app "myFirst Circle")

Print Paper Size

54 mm × 82 mm (Max print area: 54 mm × 72 mm)

Other Specifications

Rear Screen

2.8-inch TFT LCD (IPS type), 640 × 480 pixels

Battery Capacity

700 mAh

Charging Time

2-3 hours *Time required from 0% battery capacity to full charge

Charging Terminal

USB-C

External Dimensions

123.5 mm × 87 mm × 47.5 mm

Weight

310 g (when print cartridge is not inserted)