At the Toy Industry Association’s Toy Fair in New York, Mattel introduced an update to the classic View-Master. The toy, which has been around for 75 years, has been brought to the 21st century in collaboration with Google.
Using Google Cardboard, the literally cardboard box to hold your phone to your face, a 3D immersive environment can be viewed using your compatible Android device. Mattel is taking it a step further with View-Master and an accompanying app to allow new 360 degree experiences.
“The View-Master was first introduced at the 1939 World’s Fair in New York, giving consumers access to spectacular 3D worlds by simply selecting a reel and looking through a device,” said Doug Wadleigh, SVP and Global Brand General Manager, Toy Box at Mattel. “By working with Google’s Cardboard platform, we are now able to take that experience even further bringing the discovery and immersive viewing experience of the View-Master to the digital age. Combining technology and innovation with this classic toy gives kids an enhanced experience allowing for play opportunities not yet imagined through new, digitally curated content.”
The View-Master viewer will be available in Fall 2015 and come with a sample ‘experience reel’ for $29.99. Additional experience reels will be sold separately for $14.99 and each pack will feature four themed experience reels such as nature, adventure destinations, and science.
View view-master.com for more details and to sign up for an availability reminder.