Editing View-Master (section)

===1950s===
In 1951, Sawyer's purchased [[Tru-Vue]], the main competitor of View-Master. The takeover included Tru-Vue's licensing rights to [[List of assets owned by Disney#Studio Entertainment|Walt Disney Studios]] properties.<ref>{{cite web|url=https://www.antiquetrader.com/toys-collectibles/focusing-view-master-history-value/|title=Focusing on View-Master history and value|publisher=Antique Trader|language=en|author=Mary Ann Sell|date=10 November 2017|access-date=2 November 2019}}</ref> Sawyer's capitalized on the opportunity and produced numerous reels featuring Disney characters. In 1955, reels of the newly opened [[Disneyland]] were produced.<ref name="View-Master"/> 
[[File:View-Master Model E.JPG|thumb|A View-Master Model E of the 1950s]] Joe Liptak was the artist responsible for most of the Disney and the early Hanna-Barbera reels.<ref>[https://viewmasterinfo.com/articles/artist_liptak Joe Liptak - The View-Master Database]</ref><ref name="Hollis">{{Cite book |last=Hollis |first=Tim |url=https://books.google.com/books?id=7AobBwAAQBAJ&q=liptak |title=Toons in Toyland: The Story of Cartoon Character Merchandise |date=2015-03-25 |publisher=University Press of Mississippi |isbn=978-1-62674-500-1 |location=Jackson, Mississippi |language=en}}</ref>

In 1952, Sawyer's began its View-Master Personal line, which included the [[View-Master Personal Stereo Camera]] for users to make their own View-Master reels. It was successful at first, but the line was discontinued in ten years. This line spawned the Model D viewer, View-Master's highest-quality viewer, which was available until the early 1970s, and the Stereomatic 500, View-Master's only 3D projector.<ref name="View-Master"/> The other projectors were 2D and used only one of the images.

The Model E was introduced in 1955 with a more modern design, large ivory buttons on the picture-changer levers and a large "V" slot on top for easier reel insertion. It was released in brown and black in the United States, and some other colors elsewhere.<ref name=model_e>{{cite web | url=http://www.viewmaster.co.uk/htm/e.asp | title=View-Master Model E - Replacement for the Model C ViewMaster | publisher=viewmaster.co.uk | access-date=2014-02-08}}</ref> It was about four inches high, five inches wide and four inches deep.

The Model F was introduced in 1958. It used [[List of battery sizes|C-cell]] batteries to power an internal lighting source. Industrial designer [[Charles "Chuck" Harrison|Chuck Harrison]] led the team designing the Model F View-Master.<ref>{{cite news|author=Jonathan Glancey |url=https://www.theguardian.com/artanddesign/2008/jul/31/viewmaster.design.classic |title=Classics of everyday design No 48: Jonathan Glancey on the View-Master &#124; Art and design &#124; guardian.co.uk |publisher=Guardian |date= 2008-07-31|access-date=2011-05-23 |location=London}}</ref>
[[File:View-Master Model F 01.jpg|thumb|View-Master Model F]]

[[File:Sawyer model g view-master viewer.jpg|thumb|A model G View-Master viewer from the last years of the [[Sawyer's]] era]]