Mattel wants to bring another of its cult toys to the cinema

Remember the View-Master viewer?

The toy brand intends to push the cinema adventure even further. Boosted by the billionaire success of barbie, Mattel intends to bring other of its cult toys to live-action films. Small cars, the Magic 8 Ball, Polly Pockets… Several are already in the works and Mattel Film announced on Wednesday the start of work on a live-action film dedicated to View-Master.

In development with Sony Pictures Entertainment, it will center on the iconic 3D toy that was originally introduced in 1939. The toy itself became an iconic toy of the 1980s, notably appearing in the franchise Toy Story.

It's unclear exactly what the film will be about, but it will be based in some way on a toy that Mattel described as a “stereoscopic viewing device that has been a childhood staple for generations and has taken its fans all over the world with its reels of 3D images, creating worlds of imagination and storytelling for every adventurer in the soul”.

The president of Mattel Films talks about a toy having “inspired generations to embark on limitless adventures, providing a treasure trove of narrative possibilities for this film...”

So who will put the viewer in front of their eyes?