Maxell
A Japanese electronics and energy-products brand whose heritage spans batteries, recording media, storage, projectors, wireless charging, and functional materials.
Last updated October 24, 2026
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Overview
Maxell is a Japanese electronics and materials company that developed from the dry-cell and magnetic-tape operations of Nitto Electric Industrial, now Nitto Denko. The company was established in 1960 and became associated internationally with consumer recording media, particularly compact audio cassettes, VHS tapes, floppy disks, and recordable optical discs. Its name is derived from the expression “maximum capacity dry cell,” reflecting the company’s original battery business. During the expansion of home recording and portable electronics, Maxell built a strong reputation for magnetic media. Its premium audio-cassette lines, including XLII-S chromium-dioxide tape and MX metal tape, were marketed around recording fidelity and became especially well regarded among home-recording enthusiasts. The company also sold blank VHS tapes and other analog media before the market shifted toward digital storage and streaming. Maxell later extended the brand into CD-R, CD-RW, DVD, and other optical formats, although manufacturing of optical media was increasingly outsourced and the company announced in 2008 that it would outsource optical-media production. Maxell’s portfolio has subsequently moved toward batteries, energy storage, wireless charging, storage products, projection systems, and functional materials. Current and recent product areas include dry batteries, lithium-ion and other rechargeable battery technologies, coin cells, USB flash drives, optical media, wireless charging devices, LCD projectors, laser projectors, and components or materials for industrial applications. The company has also participated in research into alternative lithium-ion battery chemistries intended to reduce dependence on cobalt and improve storage performance and manufacturability. Projectors became a significant strategic area after Maxell acquired the projector design, development, and manufacturing assets and resources of Hitachi Consumer Electronics in 2013. In North America, Maxell Corporation of America assumed responsibility in 2019 for operations related to both Hitachi- and Maxell-branded projector products and accessories, allowing the company to continue serving education, corporate, worship, lecture-capture, and venue markets while maintaining the established Hitachi projector presence. Maxell’s brand image was shaped not only by products but by advertising. Its 1980 “Blown Away” campaign for audio cassettes became one of the best-known technology advertisements of the period. The image of a seated man being pushed back by the apparent force of a loudspeaker conveyed recording quality through exaggeration rather than technical specifications. The campaign was revived in 2005 with references to digital music players and newer Maxell accessories. In the United Kingdom, the 1989 “Misheard” advertisements used deliberately misunderstood song lyrics to dramatize the clarity associated with Maxell recordings. Today Maxell is an operating Japanese public company and a diversified electronics brand rather than only a recording-media manufacturer. Its legacy products remain culturally significant, while its business direction emphasizes energy, projection, wireless power, storage, and functional materials. The company’s history illustrates a transition from analog consumer media toward component technologies and specialized electronics.
History
Maxell’s origins lie in battery manufacturing. In 1960, a dry-cell manufacturing plant was established at the company’s headquarters in Ibaraki, Osaka. In 1961, Maxell Electric Industrial Company, Limited was formed from the dry-battery and magnetic-tape divisions of Nitto Electric Industrial Company, Limited, the company now known as Nitto Denko. The Maxell name was formed from “maximum capacity dry cell,” linking the emerging company directly to its original technical and commercial focus. The company expanded during the growth of consumer recording. Compact audio cassettes became a central part of Maxell’s identity, and the brand developed a reputation for high-quality tape formulations. Its XLII-S chromium-dioxide cassettes and MX pure-metal-particle cassettes were positioned toward demanding home-recording users. Maxell also produced blank VHS tapes, floppy disks, and other magnetic recording products. These products made the company visible in international consumer markets at a time when home audio and video recording were major electronics categories. Maxell’s advertising reinforced its reputation for fidelity. The best-known example was the United States “Blown Away” campaign, first published as a two-page spread in Rolling Stone in 1980. The image showed a man seated in front of a loudspeaker while the apparent force of the sound displaced his hair, tie, lamp, drink, and other objects. Art director Lars Anderson conceived the campaign, photographer Steve Steigman created the image, and makeup artist Jac Colello served as the model when the intended long-haired model was unavailable. Television versions followed in 1981 and ran through the 1980s. The campaign became a durable piece of popular culture and was repeatedly referenced or parodied. In the United Kingdom, advertising agency HHCL created the 1989 “Misheard” television advertisements for Hitachi Maxell. The commercials showed music listeners misunderstanding lyrics and used the contrast to suggest that better recording fidelity made the words clearer. A separate British version of the “Blown Away” concept featured musician Peter Murphy and used Modest Mussorgsky’s “Night on Bald Mountain.” As digital formats gained ground, Maxell entered optical storage with recordable CDs and DVDs. Its historical product range included CD-R, CD-RW, DVD±RW, and related blank media. Production arrangements changed over time; Ritek became the exclusive producer of Maxell CD-Rs and DVDs from November 2006, and Maxell announced in 2008 that optical-media manufacturing would be outsourced. The company continued to retain the brand and distribution role even as the physical production model evolved. Maxell diversified further into batteries, storage devices, wireless charging, projection, and materials. In 2013, it acquired the projector design, development, and manufacturing assets and resources of Hitachi Consumer Electronics. This transaction strengthened its position in professional and institutional projection, including classrooms, conference rooms, houses of worship, venues, and lecture-capture environments. In October 2019, Maxell Corporation of America assumed responsibility for North American operations involving both Hitachi- and Maxell-branded projector products and accessories. The company became listed on the First Section of the Tokyo Stock Exchange on March 18, 2014. Its later identity is therefore broader than its earlier reputation as a magnetic-tape specialist. Batteries and energy technologies remain connected to its founding capabilities, while wireless power, projectors, storage products, and functional materials represent its adaptation to changing electronics markets. Maxell’s history is consequently a progression from dry cells and analog recording media toward diversified electronics, energy, and component businesses.
- 2019
North American projector responsibility consolidated
[1]Maxell Corporation of America took responsibility for North American Hitachi- and Maxell-branded projector operations and accessories.
- 2014
Tokyo Stock Exchange listing
[1]Maxell was listed on the First Section of the Tokyo Stock Exchange on March 18.
- 2013
Hitachi projector assets acquired
[1]Maxell acquired Hitachi Consumer Electronics’ projector design, development, and manufacturing assets and resources.
- 2008
Optical-media manufacturing outsourcing announced
[1]Maxell announced plans to outsource optical-media manufacturing.
- 2006
Ritek becomes optical-media producer
[1]Ritek became the exclusive producer of Maxell CD-Rs and DVDs.
- 1989
Misheard campaign runs in the United Kingdom
[1]HHCL created British television advertisements using misheard lyrics to communicate the clarity of Maxell audio cassettes.
- 1981
Blown Away television advertisements begin
[1]Television executions of the Blown Away concept began running in the United States.
- 1980
Blown Away campaign launches
[1]Maxell introduced the iconic United States print advertisement depicting a listener being pushed back by the force of a loudspeaker.
- 1961
Maxell Electric Industrial Company formed
[1]Maxell Electric Industrial Company, Limited was created from Nitto Electric Industrial’s dry-battery and magnetic-tape divisions.
- 1960
Dry-cell manufacturing plant established
[1]A dry-cell manufacturing plant was established at the company’s headquarters in Ibaraki, Osaka, providing the foundation for the Maxell business.
Products and positioning
A quality- and reliability-oriented Japanese electronics brand combining a strong analog-recording heritage with batteries, energy technologies, projection systems, storage, wireless power, and functional materials.
Batteries · 1960
Dry batteries
Dry batteries are part of Maxell’s founding product heritage and remain a core expression of the brand’s energy-business identity. The company name itself refers to maximum-capacity dry cells. Maxell has marketed consumer battery products alongside more specialized battery and energy technologies.
Energy storage
Lithium-ion and rechargeable batteries
Maxell develops rechargeable and lithium-ion battery technologies for consumer and industrial uses. Reference material describes research with Nagasaki University, NIAIST, and Subaru Corporation into a cobalt-reduced chemistry using manganese and nano-infused lithium, intended to increase storage performance and support lower-cost mass production.
Recording media
Audio cassettes
Maxell’s audio cassettes were among its most recognizable historical products. The XLII-S chromium-dioxide line and MX metal-particle line were regarded as premium compact-cassette formats for home recording. The company’s UR ferric-oxide cassette has also continued in selected markets, although international distribution has changed over time.
Recording media
VHS and magnetic recording media
During the analog era, Maxell produced blank VHS tapes and other magnetic recording media. These products extended the company’s tape expertise beyond audio and made the brand a familiar choice for home video recording.
Storage media
Optical discs
Maxell historically sold recordable CD-R, CD-RW, DVD±RW, and related optical-storage products. Optical-media production was increasingly handled by external manufacturers, including Ritek, and Maxell announced the outsourcing of optical-media manufacturing in 2008.
Digital storage
USB flash drives and storage devices
Digital storage products represent Maxell’s extension from physical recording media into contemporary removable storage. The portfolio has included USB flash drives and other storage devices for consumer and general electronics applications.
Professional visual electronics · 2013
LCD and laser projectors
Maxell supplies LCD and laser projectors across different brightness levels, resolutions, sizes, and form factors. The products serve classrooms, conference rooms, houses of worship, entertainment venues, and other institutional settings. The company also supports Hitachi-branded projector products in relevant markets.
Power accessories
Wireless charging products
Wireless charging is part of Maxell’s current electronics portfolio, complementing its historical battery and power-management capabilities. The category includes charging products and related power solutions for consumer and device applications.
Electronic materials
Functional materials
Functional materials broaden Maxell’s role from branded consumer products to technologies and materials used in electronics and industrial applications. Specific product composition and end-use details vary across the company’s business portfolio.
Controversies
Marketing campaigns
- 2005Get blown away
United States
Maxell revived the Blown Away visual for a broader portfolio that included blank DVDs and CDs, headphones, speakers, audio and video tape, and accessories associated with portable digital music.
Outcome. The revival connected a legacy brand asset with the company’s newer digital and accessory products.
- 1989Misheard
United Kingdom
HHCL created two television advertisements in which music fans misheard lyrics from songs including “Israelites” by Desmond Dekker and “Into the Valley” by The Skids. The advertisements linked clearer reproduction on Maxell tape with the ability to understand the actual words.
Outcome. The campaign gave the British market a locally adapted expression of Maxell’s audio-fidelity positioning.
- 1989British Blown Away adaptation
United Kingdom
A separate British advertisement adapted the seated-listener concept and featured musician Peter Murphy of Bauhaus. Its soundtrack used Modest Mussorgsky’s “Night on Bald Mountain.”
Outcome. The concept extended Maxell’s best-known international advertising idea to the British market.
- 1980Blown Away
United States
The campaign used a stylized image of a man in a high-backed chair apparently being forced backward by the sound from a nearby loudspeaker. The visual dramatized the fidelity and power associated with Maxell audio cassettes. The print execution appeared as a two-page Rolling Stone spread, followed by television versions from 1981.
Outcome. The image became a durable pop-culture symbol and was widely referenced and parodied.
Brand decisions
2019
Consolidate North American projector operationsStrategyBackground
Maxell had responsibility for both its own projector products and the Hitachi projector line following the earlier asset acquisition.
Action taken
Maxell Corporation of America assumed responsibility for all North American operations related to Hitachi- and Maxell-branded projectors and accessories.
Aftermath
The move created a single operating responsibility for the two projector brands in the North American market.
2014
List on the Tokyo Stock ExchangeOtherBackground
Maxell transitioned into a publicly traded company as it developed a broader electronics and energy portfolio.
Action taken
Maxell was listed on the First Section of the Tokyo Stock Exchange on March 18, 2014.
Aftermath
The listing established Maxell as a public Japanese electronics company; no financial result is included here because the supplied reference does not provide one.
2013
Acquire Hitachi projector assetsM&ABackground
Maxell sought to expand beyond recording media and strengthen its position in professional visual electronics.
Action taken
The company acquired Hitachi Consumer Electronics’ projector design, development, and manufacturing assets and resources.
Aftermath
Projectors became an important part of Maxell’s business, including products serving education, business, worship, lecture capture, and venue applications.
2008
Outsource optical-media manufacturingStrategyBackground
The optical-disc market was becoming more globally specialized while physical recording media faced technological substitution.
Action taken
Maxell announced that it would outsource manufacturing of its optical media.
Aftermath
The decision reflected a shift toward brand ownership, product management, and external production arrangements in optical storage.
Recent events
Maxell sues Apple over patents[3]
Reported:
Maxell sued Apple, alleging that Apple's People album feature in Photos infringed one patent and its Wi-Fi Assist feature infringed another. The supplied article reports the allegations but does not establish a court determination.
Sources3 sources
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