ViewMaster,GoogleAt the North American International Toy Fair in New York today, Mattel Inc. unveiled a collaboration with Google that gives the iconic View-Master toy a 21st century twist. With the new View-Master that works with Google Cardboard, Mattel is developing an immersive digital experience for kids.

Mattel’s new View-Master offers an easy-to-use platform that will enable users to take engaging field trips where they can explore famous places, landmarks, nature, planets, and more in 360 degree “photospheres.” By pairing the View-Master’s experience reel and app with an Android smartphone, kids will immediately experience an imaginative and interactive learning environment.

“The View-Master was first introduced at the 1939 World’s Fair in New York, giving consumers access to spectacular 3-D worlds by simply selecting a reel and looking through a device,” said Doug Wadleigh, senior vice president 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.”

Starting in October, consumers can purchase the View-Master viewer and a sample experience reel. When paired with app and smartphone, the sample reel provides a glimpse of the full View-Master experience, including a gallery of classic View-Master images, a journey into space with a tour inside a space shuttle, and a chance to explore a unique destination in 360 degrees. Additional experience reel packs will be sold separately at retail, and each pack will feature four themed experience reels—with themes such as nature, adventure destinations and science—and each experience reel will be loaded with multiple areas to explore.

To continue to expand offerings on the View-Master platform, Mattel will begin to curate and create new experience reels with other Google Cardboard developers to offer users even more unique content.

About the author

Phil Guie

Phil Guie

Phil Guie is an associate editor at Adventure Publishing Group. He writes and edits articles for The Toy Book and The Licensing Book. Phil also serves as lead editor for The Toy Book Blog and The Toy Report newsletter, and manages social media for The Toy Book. But of course, Phil’s pride and joy are his weekly reviews for The Toy Insider, in which he writes about video games, movies, and other cool things. His hobbies include comics, baking, fidgeting, and traveling to off-the-beaten places and making new friends.

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