Google And Mattel Bring Back The View-Master For A Digital Generation
By Edward Cardenas
SOUTHFIELD (CBS Detroit) - Google has teamed up with Mattel to unveil a digital version of the traditional View-Master 3D toy.
The collaboration of between the tech giant and the toy maker - which brings a digital twist to the toy - was announced Friday at the Toy Industry Association's Toy Fair in New York.
Mattel will launch the new View-Master this fall and will utilize Google Cardboard technology to provide a 360-degree experiences to users.
"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," said Doug Wadleigh, SVP and Global Brand General Manager, Toy Box at Mattel. "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 was first unveiled at the 1939 World's Fair, and provided users an opportunity to travel the world through cardboard discs with a variety of photos. With the new edition of the toy, users will be able to drop their Android smart phone into the viewer instead of a discs.
Users will be able to utilize the system after downloading an app and then pointing the unit at new View-Master's 'experience reel.' Some of the sound and video experiences including exploring cities and journey into space with a tour inside a space shuttle.
"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, in a release. "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."
Mattel said the View-Master viewer and a sample experience reel will be available for $29.99. Additional experience reel packs will be sold separately at retail for SRP $14.99, with four themed experience reels.