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Consumer Products

Mattel, Google unveil 3D View-Master

A week after teasing the toy industry about a new co-produced product, Mattel and Google have revealed a modern take on the iconic View-Master that uses Google's Cardboard technology.
February 13, 2015

A week after Mattel and Google teased the toy industry about a new co-produced gadget with the hint “view what’s possible,” the toyco and technology titans revealed a modern take on the iconic View-Master┬áthat uses Google’s Cardboard technology ahead of New York Toy Fair, which starts tomorrow.

The updated View-Master for Android smartphones lets kids digitally experience famous places, landmarks, nature, planets and more in 360-degree “photospheres” through the View-Master viewer, which works by combining an app with an experience reel.

The product will be available this fall at retail (SRP US $29.99), which includes a sample experience reel. Additional experience reel packs featuring four themes (nature, adventure, destinations, science) and multiple areas to explore will be sold separately for US $14.99 apiece.

Mattel is also continuing to work with Google Cardboard developers to curate and create new experience reels for the View-Master.

The View-Master was first introduced at the 1939 World’s Toy Fair in New York.

About The Author
Patrick Callan is a senior writer at Kidscreen. He reports on the licensing and consumer products side of the global children's entertainment industry via daily news coverage and in-depth features. Contact Patrick at


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