SEARS 110 CAMERAS

Sears did not actually make any cameras -- but they sure sold a lot of them. Some were sold under the original manufacturer's label, such as "Minolta", but more often than not, Sears simply rebadged others' cameras -- typically as "Sears", but sometimes "Tower", named after the Sears Tower in Chicago. At least some of the "Sears" 110 cameras were made by Ricoh and Fuji, and most of these were also sold under the Ricoh, Fujica, Keystone, Hanimex, and GAF labels. Sears unfortunately used the label "EASI-LOAD" on both their 126 and 110 Instamatic cameras -- confusing matters. On top of that, they sold guns and washing machines that were labelled "Easy Load", too!

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Sears Easi-Load 110

Bare-bones 110 and takes Magi-cubes
Sears Flip-Flash 110

Bare-bones 110 but takes a Flip-flash. It sports a 25mm f9.5 lens with two shutter speeds -- 1/90 -- and 1/45 for flash..
Sears Tele 110

Like the Flip-Flash 110 but adds a switch for a tele lens -- 25mm or 42mm f11. Single speed of 1/60.
Sears Easi-Load 310

25mm f5.6 resets to f9.5 when the built-on flash is turned on. Mechanical shutter with speed of 1/125. Unusual push-pull film advance.
Sears 310 Pocket

30mm (f8.0), (3/3) fixed-focus lens. Mechanical shutter with speed of 1/100. No exposure control. Same as Keystone Pocket Everflash 120.
Sears Tele 310

Has a built-in flash and a tele lens. Switches on the top to choose the flash and the lens -- 25mm or 40mm f5.6. Fixed shutter at 1/125.
Sears Easi-Load 410

25mm f5.6 resets to f9.5 when the built-on flash is turned on. Mechanical shutter with speed of 1/125. Unusual push-pull film advance.
Sears 410 Pocket

25mm (f2.8-16.0), (4/3) 4-zone focusing lens. Shutter speeds of 1/30 - 1/250. Flash speed of 1/30. CDS meter provides exposure control of the shutter speed. Tripod and cable release sockets. Uses one 625 battery. It's really a Ricohmatic 110X Deluxe without the backlight control.
Sears Tele 410

Has a built-in flash and a tele lens. Switches on the top to choose the flash and the lens.
Sears 510 Pocket

24mm (f2.7-22.0), (4/3) Rangefinder-coupled focusing lens. Electronic shutter with speeds of 15 seconds - 1/500. Flash speed of 1/90. CDS meter provides programmed exposure control. Tripod and cable release sockets. Same as the GAF 880. Uses one K battery.
Sears 10/10

(1978) A variant of the Hanimex VEF (a 110 camera shaped like a 35mm rangefinder) -- which is just a variant of the Fujica Pocket 250. But unlike the Hanimex, the Sears 10/10 has a hot shoe on the top instead of the side -- Sears also sold an EASY-LITE flash. It has the same fixed-focus, 20.5mm f4.0 lens -- sharp from 3 feet to infinity -- with three aperture settings (SUNNY, CLOUDY, FLASH) . Shutter speed of 1/125.
Sears 10/10 EF

(1978) It's a Hanimex VIF 110 (a 110 camera shaped like a 35mm rangefinder) with a built-in, pop-up flash of the side -- which is just a variant of the Fujica Pocket 350 Flash. It has the same fixed-focus, 20.5mm f4.0 lens -- sharp from 3 feet to infinity. Shutter speed of 1/125. Uses two AA batteries.
Sears 10/10 ZOOM

(1978) A variant of the Hanimex VEF Zoom -- a 110 camera shaped like a 35mm rangefinder with a ZOOM lens. But unlike the Hanimex, the Sears 10/10 Zoom has a hot shoe on the top instead of on the side. The zoom is a 26-42mm f5.6 lens with two aperture settings: f11 for sun and f5.6 for indoors. Fixed 1/125 shutter speed. Focusing from infinity to 1.5 feet.

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SEARS 110 CAMERAS

Sears 310 Pocket

Sears 410 Pocket

Sears 510 Pocket