Swedish furniture retailer Ikea has revealed an eco-friendly digital camera made almost entirely from cardboard.
Having snapped 40 photos, users can dispose of it along with any other recyclable materials.
The device is a part of a campaign around Ikea's PS at Home project, aimed at getting buyers to share images of their furniture on the chain's website.
Called Knappa, the camera will not be sold but rather given away to consumers in selected stores around the world.
It was created by a Swedish designer Jesper Kouthoofd, runs on two AA batteries, and connects to a computer with help of a swing-out USB connector.
It is Ikea's most recent step towards consumer electronics after the retailer developed a home theatre line, but the firm's spokesperson told the BBC that it was not "a move into selling any digital equipment".
"It is part of the launch activities for the new furniture collection," he clarified.
Many firms are now turning to green, eco-friendly materials for their products - from clothing to home appliances to jewellery.
Not only does this help reduce the environmental impact, but the practice also tends to appeal to a public getting ever more aware of sustainability and eco-related issues.
For instance, a Taiwanese computer manufacturer Asus has developed a green laptop called Ecobook with a cover made of bamboo and recyclable plastic inside.
The components of the computer are lined with cardboard and have not been painted or sprayed.
Another example of this trend is Samsung's environment-friendly smartphone, the Samsung Blue Earth, which is made entirely from plastic bottles and has a solar panel on its back for charging.
Ikea itself has unveiled green initiatives in the past.
Last year, it announced a solar power project, equipping one of its stores in California with solar panels. It then stated that the panels were going to provide the same amount of energy needed for 64 homes in a year.