The History of Viewmaster
From humble beginnings in 1939, View-Master has provided amazing images of a range of subjects including travel and scenic views, movie clips, sports, cartoons and nature photography. The viewer provides a stereoscopic view of images, giving them a three-dimensional appearance.
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Invention
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According to 3Dstereo.com, the original View-Master was invented by William Gruber in 1939. The design was an improvement over the stereograph viewers of the 19th century.
Reels
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The original View-Master offered seven stereo views on each reel in full color. The clam-shell design for loading reels was eventually replaced with a top-loading model. View-Master reels were sold separately until 1950, when Sawyer's, the greeting and post card company, began selling reels in sets with common subjects.
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Disney Characters
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In 1951 Sawyer's purchased the strongest competitor to View-Master, the Tru-Vue Company, acquiring their license with the Walt Disney Studios in the process. Sawyer's soon began producing View-Master reels with Disney characters and the newly opened Disneyland.
GAF Purchase
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In the 1960s Sawyer's was acquired by General Aniline & Film Corporation, also known as GAF. Under new management, production of View-Master reels shifted to more movie, sports and television entertainment and children's subjects, such as cartoons and comics.
Multiple Owners
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From 1981 to 1997, the company changed hands from GAF to an investment group called the View-Master International Group under Ideal Toys, then to the Tyco Toy Company. Finally Mattel acquired View-Master, placing it under the Fisher-Price brand.
View-Master Today
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Fisher-Price produced View-Master reels that reflected current entertainment and children's subjects until 2009, when the reel division was closed and the work was taken over by the company Alpha Cine under agreement. Fisher-Price continues to produce the View-Master viewer.
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