Thursday, March 19, 2009

A Reel Shame

A piece of Americana is gone. Mattel's Fisher Price division announced recently that it will no longer produce View-Master reels of scenic attractions due to poor sales. Except for a handful of preschool titles, the reels of our world are going the way of the 8-track tape.

The View-Master system was invented by a piano tuner named William Gruber. The simple disk-shaped reels and binocular-shaped viewers were a portal through which we could see the world from the comfort of our homes. Before TV brought us pictures of the Grand Canyon and the Statue of Liberty, View-Master brought them to us in brightly colored, 3D pictures. Soon after its release at the New York World's Fair in 1939, View-Master became a hit. Yes, it's the toy's 65th anniversary this year and forced retirement is the gift.

View-Master reels picturing vast open spaces and monstrous buildings were so realistic, they could actually cause vertigo. I remember pulling the viewer down and blinking to get my bearings back after looking at a reel of the Golden Gate Bridge... from my boyhood bedroom in South Jersey.

Over 1.2 billion reels have been sold since 1939. How can something that sold that well be fading away? Toys, like the times, change.

With the internet and image sharing the way it is today, it makes sense that a toy like View-Master would lose its relevance. Sure the preschool titles will limp along for a while, but with new 3D technology here, it's only a matter of time before the reels of Elmo follow the reels of the Eiffel Tower into retirement. C'est la vie in the toy biz.

With this passing, I'll introduce a new segment here called Sounds Like Fun. Click play, close your eyes and let the sound of a favorite toy take you back in time.

Sounds Like Fun #1: View-Master
video

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