More Affordable Addition to GE CREATE by Jason Wu Digital Camera Collection Available for 2010 Holiday Season

GARDENA, Calif., Sept. 14 /PRNewswire/ -- General Imaging (GIC), the exclusive licensee of GE digital cameras, is introducing a new, more affordable model to its GE CREATE by Jason Wu collection, making the designer camera more accessible for those demanding simplicity with a touch of style. Beginning Sept. 15, CREATE by Jason Wu digital cameras will be available with the option of 2GB of built-in memory, while maintaining the same easy to use functionality and first to market, retractable USB plug as the 4GB memory model currently on sale.

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The new 2GB CREATE cameras will be available in distinctive metal finishes for a suggested retail price (SRP) of $129.99. The $50.00 savings over the existing collection of CREATE models now shipping make this eye-catching camera perfect for the holiday gift giving season.

"The response to launching the entire CREATE collection and what we set out to accomplish has been incredible," said Paul Meyhoefer, vice president of marketing and product planning, GIC. "The idea of simplicity and ease of use are at the core of CREATE and was based on our intense consumer research. CREATE is more than just a stylish camera with designer accessories. It puts technology back into perspective and solves many of today's consumer phobias about using over-complicated cameras. The ability to make CREATE even more affordable and an even greater value this holiday season will make a lot of people very happy."

CREATE by Jason Wu is one of the first point-and-shoot digital cameras in the market to feature built-in USB connectivity; internal memory; and simple, one-touch operation. GIC conducted extensive research with NPD Group to determine the functionality that U.S. women in particular find most valuable in digital cameras, and applied these preferences to the development of CREATE by Jason Wu.

• 65 percent of U.S. women ages 18-55 wanted built-in connectivity, eliminating the need for a USB cable in their digital camera.  For women interested in a designer camera, this number increases to more than 70 percent. CREATE by Jason Wu's integrated, retractable USB plug transfers photos and charges the camera, while the included wall adapter provides an additional charging option when away from a computer.

• 90 percent of those surveyed rely on auto mode for at least some of their pictures. CREATE by Jason Wu pushes the boundaries for automating photography, self-adjusting for various scenery, lighting conditions, action shots and portraits, while alerting the user that someone may have blinked or not smiled. Further, a single push of either the photo or video button seamlessly captures crisp images and movies without fumbling through cumbersome navigation dials or screen settings.

• Only 25 percent of those surveyed preferred a separate memory card for storing images and video. The new 2GB CREATE cameras complement the existing 4GB model, giving consumers a more affordable option while allowing them to take advantage of the same built-in internal memory. With 2GB of memory, CREATE can store more than 2,000 pictures when set to capture the most common print size of 4-inch by 6-inch photos. The option to select web or DVD quality videos is also built-in to CREATE.

The original product in GIC's debut of its Design Series, the CREATE by Jason Wu collection is the result of an exclusive partnership with Jason Wu, the 27-year-old designer famed for dressing First Lady Michelle Obama and stylish celebrities like Natalie Portman, Diane Kruger and Drew Barrymore. Each CREATE camera features eye-catching and unique colors hand-picked by Jason Wu and inspired by his runway designs. Gorgeous accessories, including an elegant wrist strap and soft microfiber camera pouch, further appeal to the targeted female demographic and vary by retailer.

CREATE by Jason Wu digital cameras are available at nationwide retailers ranging from a SRP of $129.99 to $179.99. For more details on where to buy CREATE by Jason Wu and available accessories, please visit www.general-imaging.com/us/jasonwucameras.

About General Imaging

Based in Gardena, Calif., General Imaging is the worldwide exclusive licensee for GE branded digital cameras. Unveiling its first cameras in March 2007, General Imaging has set a new precedent for high-quality, feature-rich cameras that offer excellent value, including the industry's first point-and-shoot camera with a retractable USB plug. For more information about the entire line of GE brand digital cameras, please visit www.ge.com/digitalcameras/US.

SOURCE General Imaging