In November, I posted here news that had come to me in a mass email from Las Vegas’ 3Dstereo Store, a report that Mattel would no longer produce ViewMaster reels that might appeal to adults. Today, another mass mailing from the same source brings more bad news:
Since the the end of last year, the news from the world of View-Master has been earth shaking, but then hasn’t all the news been earth shaking.
Scenic and Custom Divisions Close:
Late last year, Fisher-Price notified all its dealers that the Custom Division which encompassed the Scenic Division was closing permanently. All of its products, every scenic title of View-Master, and the Model L viewers will be discontinued. Custom and commercial reels will never again be made. The factory in Mexico where everything from Beaverton, Oregon was moved, will close. And the remaining View-Master products (children’s View-Master) will only be produced in China at the location that produced the poisoned Mattel/Fisher-Price toys which brought Mattel to the edge of destruction in the first place.
The economy can be blamed for a lot of changes in this world, but the demise of View-Master came unassisted at the hands of Mattel/Fisher-Price executives.
But one thing that Mattel/Fisher-Price will never kill is the joy that tens of thousands of View-Master collectors will always possess in the fascinating product that thrilled the world for 70 years.









