NY TOY FAIR: Google Helps Re-Invent the View-Master

Mattel has collaborated with Google to re-imagine the iconic View-Master toy with a 21st century twist.

April 6, 2018

NY TOY FAIR: Google Helps Re-Invent the View-Master

Developed in tandem with Google's Cardboard virtual reality team, the new View-Master provides an immersive digital experience for kids.

Additionally, by combining View-Master "experience reels" with the accompanying "Experience Reel" Android app, kids will be able to dive even deeper into the environments they see.

“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,” says Doug Wadleigh, senior vice president and global brand general manager, Toy Box, 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.”


new View-Master will be available this fall and will launch alongside a new range of themed experience reels. Mattel will also curate and create new experience reels alongside Google Cardboard developers to continually add new content.

“We developed Google Cardboard as an open platform to inspire companies like Mattel to rethink how to deliver new user experiences through technology,” says Mike Jazayeri, product director, 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.”

Read more about:

Subscribe and receive the latest news from the industry.

Join 62,000+ members. Yes, it’s completely free.

You May Also Like




This site uses cookies to provide you with the best user experience possible. By using License Global, you accept our use of cookies.