Editing View-Master (section)

===New business venture===
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A View-Master reel holds 14 film transparencies in seven pairs that create the seven stereoscopic images. The components of each pair are viewed simultaneously, one by each eye, thus simulating binocular depth perception.

According to a 1960 court document, the Gruber-Sawyer partner venture began from that first meeting in 1938. Thereafter, Ed Mayer negotiated with Gruber while production methods and some marketing were developed. A formal agreement was signed in February 1942 between Gruber and Sawyer partners, doing business as Sawyer's.

Mayer and people within the Sawyer's organization were uncertain about what to call the new product, but they eventually settled on the name of View-Master. The View-Master brand name eventually came to be recognized by 65% of the world's population, but Gruber disliked the name, believing that it sounded too much like Toast-Master, Mix-Master or some other kitchen appliance.<ref>[http://law.justia.com/cases/federal/appellate-courts/F2/285/683/161080/ 285 F.2d 683]
''Eva R. MAYER, Executrix of the Estate of Edwin E. Mayer, deceased, Harold J. Graves and Beulah F. Graves, Thomas O. Meyer and Pauline Meyer, Augusta Kelly, and The Estate of Raymond F. Kelly, deceased, Augusta Kelly, Residuary Legatee, Appellants, v. UNITED STATES of America, Appellee. No. 16103''. United States Court of Appeals Ninth Circuit. Dec. 9, 1960.</ref>

The View-Master was introduced at the [[1939 New York World's Fair]], marked "Patent Applied For". It was intended as an alternative to the scenic [[postcard]], and was originally sold at photography shops, stationery stores and scenic-attraction gift shops. The main subjects of View-Master reels were [[Carlsbad Caverns]] and the [[Grand Canyon]].<ref name="View-Master"/>

The View-Master was marketed through Mayer's photo-finishing, postcard and greeting card company Sawyer's Service, Inc., known eventually as Sawyer's, Inc. The partnership led to the retail sales of View-Master viewers and reels. The patent for the viewing device was issued in 1940, and this original model came to be called the Model A viewer. Within a very short time, the View-Master supplanted the postcard business at Sawyer's.