Mattel Enters Into Collaboration With Google To Reimagine Iconic View-Master Toy

(RTTNews) - Mattel Inc. (MAT) unveiled a collaboration with Google that gives the iconic View-Master toy a 21st century twist. With the new View-Master that works with Google Cardboard, Mattel is infusing its expertise in fun and play to develop an immersive digital experience for kids.

Mattel noted that its new View-Master offers an easy-to-use and affordable platform that will enable users to take engaging field trips where they can explore famous places, landmarks, nature, planets and more in 360 degree 'photospheres'. By pairing the View-Master's 'experience reel' and app with an Android smartphone, kids will immediately experience an imaginative and interactive learning environment.

Available fall 2015, consumers can purchase the View-Master viewer and a sample experience reel for SRP $29.99. The sample reel (when paired with app and smartphone) provides a glimpse of the full View-Master experience, including a gallery of classic View-Master images, a journey into space with a tour inside a space shuttle, and a chance to explore a unique destination in 360 degrees.

Additional experience reel packs will be sold separately at retail for SRP $14.99, and each pack will feature four themed experience reels - with themes such as nature, adventure destinations and science - and each experience reel will be loaded with multiple areas to explore.