Nikon’s New Waterproof Point and Shoot is Built with Family Fun in Mind

We’re not sure if the new Nikon W100 is waterproof and shockproof because it’s a standard “tough” camera, or because its target audience is fun-loving 8-year-olds. Whatever the case, Nikon’s newest “rugged” cam was definitely designed with the whole family in mind.

Most tough cameras are marketed to the adventurous type—the kind of user GoPro has (or used to have) locked down. But the colorful W100 is not that camera. Ergonomically ‘friendly’ looking and packed with fun little features, this is a vacation camera through and through.

In the tough department, the camera is waterproof to 10m (~33ft), dustproof, freezeproof to -10°C, and shockproof from 1.8m (~6ft). Those features make sure the 1/3.1-in CMOS sensor can keep on capturing 13.2MP shots and Full HD video whether you’re making your way down a ski slope or following a whale shark around:

In addition to the tough features, the camera also boasts 3x optical zoom, Nikon’s Snapbridge connectivity for wireless image transfer, and “a multitude of shooting and retouch functions” that let you add fun frames or cartoon effects to the final shots.

Even the camera’s welcome screen is “fun”—in that it changes based on time of day, how often you use the camera, and more—and you can select from a child or adult menu depending on who’s going to be using it.

Here’s a look at the silver version from all sides, but keep in mind this camera also comes in bright blue, yellow, pink, and a multi-colored underwater theme pattern.

No word yet from Nikon on when the W100 officially arrives in stores or how much it will cost when it does. But for reference, its precursor, the Nikon S33, is currently selling for $110.