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Mattel has teamed up with Google to reinvent its iconic View-Master toy for the digital age.The collaboration sees Mattel’s View-Master paired with Google’s Cardboard virtual reality platform, with the device operating in tandem with a compatible Android smartphone.
Mattel states the new View-Master will provide a platform enabling users to take “engaging field trips where they can explore famous places, landmarks, nature, planets and more”, providing “an immersive digital experience for kids”.
“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,” commented Doug Wadleigh, Mattel SVP and global brand general manager.
“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.”
Virtual reality technology has enjoyed a fresh momentum of late, with a number of new devices arriving to market.
LG is another company that has teamed up with Google for the development of its VR for G3 virtual reality headset (bound for Australia in March), which operates by inserting LG’s G3 smartphone into the viewer.
Developed in conjunction with Oculus VR, Samsung’s Gear VR headset, recently released in Australia, operates on the same principle, pairing with the Galaxy Note 4 smartphone for operation.
“We developed Google Cardboard as an open platform to inspire companies like Mattel to rethink how to deliver new user experiences through technology,” commented Mike Jazayeri, Google Cardboard product director.
“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.”
The View-Master will be available from around October for US$29.99 SRP.
