US TOY FAIR 2015: Mattel and Google partner to revive the View Master

Unveiled today at the New York Toy Fair, the reimagined View Master is a $30 augmented reality gadget powered by Google’s Cardboard tech.
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Mattel has teamed with Google to revive the View Master and bring virtual reality into the home.

Unveiled today at the New York Toy Fair, the reimagined View Master is a $30 augmented reality gadget powered by Google’s Cardboard tech.

‘Mattel’s new View Master viewer offer an easy to use and affordable platform that will empower users to take dynamic field trips where they can explore famous places, landmarks, nature, planets and more in 360 degree photospheres,’ read a product description from Mattel.

‘By pairing the View Master experience reel and app with a compatible Android smartphone, users will immediately find themselves immersed in an imaginative and interactive learning environment.’

The View-Master will enter retail at $29.99, with extra “experience reels” selling for $14.99 for a pack of three.

Venture Beat reports that the new View Master requires a smartphone to operate and immerse users in its virtual reality technology.

“The breadth of the content that we want to create is limitless,” said Mattel senior vice president, Doug Wadleigh.

Inspired by the 76 year old stereoscopic 3D gadget of the same name, the View Master is set to launch in the US this autumn.

Mattel has released an example of the sort of content the new partnership plans to create:


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Dose of reality: Virtual Reality in the toy space

Virtual reality is a phrase on everyone’s lips at the moment, from the launch of the Oculus Rift headset to the introduction of Mattel’s new View Master 2.0 to the toy market. Here, Robert Hutchins explores what the leap forward in tech will mean for kids and what the technology could do for the industry

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