Google Mattel Event today will merge View-Master line with Google Cardboard

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I’m here, the event starts at 9ET. I’ll update as we go. I know my kids are stoked.

Announcements starting…embargos breaking…

The Cardboard View-Master is the fruit of half a year of design. When Mattel saw the Google Cardboard they knew it was the next generation of View-Master.

1940 – Viewmaster was introduced – Stereoscopic viewer.

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• Can be bought via Google Play on the smartphone or on these little ‘reels’. That are probably SD cards in big cases.
• The physical is a tie to the past – 75 years of View-Master.
• Available this fall. For around $30. 4 reels will cost about $15 and have exclusive content.
• Will launch on Android but will be available on other platforms iOS, Windows and more. Specs of Android phone are fuzzy at the moment.
• These aren’t wearable. These are for kids and they should be able to put these on and take them off as they want. Not to zone out.
• Will be 1st experience with 3D  for many kids. Mattel wanted to do it right – This works really well out of the gate but nailing down the experience.
• Current Google Cardboard apps wil work with the new Mattel View-Master.
• Testing with lots of pediatric ophthalmologists out of St. Louis University and others to make sure this is safe for kids.
• Light-Gaming “treasure hunt” ideas are coming.
• Mattel plans to release its new Google Cardboard based VR toy on iOS by end of the year