The View-Master is Back! Mattel and Google Collaborate to Digitally Reinvent the Iconic 1940s Toy

All things old can be made new again, some say. And now, there may be some proof people can see (with both eyes). To celebrate the opening of …

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The View-Master is Back Mattel and Google Collaborate to Digitally Reinvent the Iconic 1940s ToyAll things old can be made new again, some say.

And now, there may be some proof people can see (with both eyes).

To celebrate the opening of the Toy Industry Association’s Toy Fair in New York, Mattel, Inc. has unveiled a collaboration with Google that gives the iconic View-Master toy a 21st century twist. The new View-Master works via Google Cardboard — and Mattel is infusing its expertise in fun and play to “develop an immersive digital experience for kids.”

“Mattel’s new View-Master offers an easy-to-use and affordable 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’,” according to a recent news release from the toy maker. “By pairing the View-Master’s ‘experience reel’ and app with an Android smartphone, kids will immediately experience an imaginative and interactive learning environment.”

It’s an old toy — with a new twist — and great promotional value.

“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.”

Can new companies re-envision old and beloved concepts? Google is on board with that.

“We developed Google Cardboard as an open platform to inspire companies like Mattel to rethink how to deliver new user experiences through technology,” said Mike Jazayeri, Product Director for Google Cardboard. “Many of us on the Google Cardboard team grew up playing with View-Master, so we were excited to collaborate with Mattel and to see the viewer evolve and work with Google Cardboard.”

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