View-Master works with Google Cardboard to deliver an affordable,
kid-friendly immersive digital experience
NEW YORK--(BUSINESS WIRE)--
Kicking off the Toy Industry Association's Toy Fair in New York today,
Mattel, Inc. (NASDAQ: 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
View-Master (Photo: Business Wire)
Mattel's 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.
"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," said Doug Wadleigh, SVP
and Global Brand General Manager, Toy Box at 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
"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.
"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."
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.
To continue to expand offerings on the View-Master platform Mattel will
begin to curate and create new experience reels with other Google
Cardboard developers to offer users even more unique content to enjoy.
For more information on the View-Master product, and for licensing and
developer opportunities on the View-Master platform please visit www.view-master.com.
The Mattel family of companies (Nasdaq: MAT) is the worldwide leader in
the design, manufacture and marketing of toys and family products.
Mattel's portfolio of best-selling brands includes Barbie®, the most
popular fashion doll ever produced, Hot Wheels®, Monster High®, American
Girl®, Thomas & Friends® and Fisher-Price® brands, including Little
People® and Power Wheels®, MEGA® Brands, including MEGA BLOKS® and
RoseArt®, as well as a wide array of entertainment-inspired toy lines.
In 2013, Mattel was named one of the "World's Most Ethical Companies" by
Ethisphere Magazine and in 2014 ranked No. 5 on Corporate Responsibility
Magazine's "100 Best Corporate Citizens" list. With worldwide
headquarters in El Segundo, Calif., Mattel's companies employ nearly
30,000 people in 40 countries and territories and sell products in more
than 150 nations. At Mattel, we are Creating the Future of Play. Visit
us at www.mattel.com,
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20150213005105/en/
Angela Emery, 310-252-3306
Source: Mattel, Inc.
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