General Imaging

New, Highly Anticipated X400 Bridge Camera Now Available at Walmart, Expanding GE’s Best Selling Power PRO X Series Lineup

Date: 2012-03-29

New, Highly Anticipated X400 Bridge Camera Now Available at Walmart, Expanding GE’s Best Selling Power PRO X Series Lineup

GE Power PRO X400 offers power, performance, and professional feel all at an extreme value

Gardena, Calif., March 29, 2012 – General Imaging (GIC), the worldwide, exclusive licensee of GE branded digital cameras, announced shipping and availability of the new GE X400 in more than 3,600 Walmart U.S. stores and on An addition to its highly successful bridge camera lineup, the X400 is the newest member of the GE Power PRO family and is ideal for consumers looking for a step up from the traditional point and shoot camera. A powerful 15x mega-zoom, wide-angle lens is combined with optical image stabilization, improved high dynamic range and pancapture capabilities to make it easier than ever to shoot like a pro.

“We have seen phenomenal growth in both retail and consumer adoption of our GE lineup of high quality digital cameras. Much of that success can be attributed to our Power PRO Series, particularly the X500 digital camera,” said Paul Meyhoefer, vice president of marketing and product planning, GIC. “In 2011 GAP Intelligence, a 10-year veteran CE market research firm, named GE as the fastest growing mid-tier camera brand, further validating our commitment to delivering high performance cameras at an exceptional value. The GE X400 rounds out the 2012 GE Power PRO X Series, giving consumers an even more affordable option in the most popular bridge camera category.”

GE X400 Power PRO Series

With the GE X400, power and performance have never been so affordable. Sporting a 2.7-inch LCD screen, the X400 touts 15X optical zoom, a 27mm wide-angle lens and 14 megapixels to move you right up close to the action. Equipped with over 20 unique shooting modes plus high dynamic range, which adjusts light exposure for more detail in both light and dark scenes; 3200 ISO for optimal exposure settings; and optical image stabilization to reduce blurry, out of focus pictures the X400 is an irresistible choice for budding photographers of any age. The X400 is available now in black at Walmart stores nationwide, and in black and white at, for an MSRP of $129.99.

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 or to browse the online store, please visit

Media Contact:
Jamie Ernst/Brodeur Partners, for GIC US