Kicking off the Toy Industry Association's Toy Fair in New York today, Mattel, unveiled a collaboration with Google that gives the iconic View-Master toy a 21st century twist. Mattel's new View-Master offers an affordable platform that will enable users to take field trips where they can explore famous places, landmarks, nature, planets and more in 360 degree 'photospheres'. By pairing the View-Master's 'experience reel' and app with an Android smartphone, kids will experience an interactive learning environment.

"By working with Google's Cardboard platform, we are now able to take that experience even further bringing the discovery and immersive viewing experience of the View-Master to the digital age. Combining technology and innovation with this classic toy gives kids an enhanced experience allowing for play opportunities not yet imagined through new, digitally curated content," said Doug Wadleigh, SVP and Global Brand General Manager, Toy Box at Mattel.

"We developed Google Cardboard as an open platform to inspire companies like Mattel to rethink how to deliver new user experiences through technology," said Mike Jazayeri, Product Director for Google Cardboard. "Many of us on the Google Cardboard team grew up playing with View-Master, so we were excited to collaborate with Mattel and to see the viewer evolve and work with Google Cardboard."

Available fall 2015, the View-Master viewer and a sample experience reel will be available for SRP $29.99. The sample reel (when paired with app and smartphone) provides a glimpse of the full View-Master experience, including a gallery of classic View-Master images, a journey into space with a tour inside a space shuttle, and a chance to explore a unique destination in 360 degrees. Additional experience reel packs will be sold separately at retail for SRP $14.99, and each pack will feature four themed experience reels and each experience reel will be loaded with multiple areas to explore.