Editing View-Master (section)

===1962–present: stereoscopic toy===
The View-Master had been originally constructed from Kodak [[Tenite]] plastic and then [[Bakelite]], a hard, sturdy, somewhat heavy plastic. In 1962, lighter [[thermoplastic]]<nowiki/>versions were introduced, beginning with the Model G, a change driven by Sawyer's president Bob Brost.<ref name="View-Master"/>

In 1966, [[Sawyer's]] was acquired by the [[American IG|General Aniline & Film]] (GAF) Corporation and became a wholly owned subsidiary. Under GAF's ownership, View-Master reels began to feature fewer scenic and more child-friendly subjects, such as toys and cartoons. Television series were featured on View-Master reels, such as ''[[Doctor Who]]'' (sold only in the U.K.), ''[[Rowan & Martin's Laugh-In]]'', ''[[Star Trek: The Original Series|Star Trek]]'', ''[[The Man from U.N.C.L.E.]]'', ''[[Family Affair]]'', ''[[Here's Lucy]]'' and ''[[The Beverly Hillbillies]]''. Actor [[Henry Fonda]] appeared in a series of TV commercials for the GAF View-Master.<ref name="View-Master"/>

From 1970 to around 1997, GAF produced the Talking View-Master, which included audio technology along with the reels. Three major designs were produced, with increasing sophistication.<ref>{{cite web|last=Clatworthy|first=Keith|title=Talking View-Master|url=http://www.viewmaster.co.uk/htm/talking.asp|work=20th Century Stereo Viewers|access-date=12 December 2012}}</ref> In the early 1970s, GAF introduced the View-Master Rear Screen Projector, a tabletop projector that displayed images from picture wheels.<ref>{{cite web|last1=Coopee|first1=Todd|title=GAF View-Master Rear Screen Projector|url=https://toytales.ca/view-master-rear-screen-projector-1970s/|website=ToyTales.ca|date=November 6, 2017}}</ref>

In 1980, View-Master released the Show Beam Projector, a toy that combined the company's stereoscopic images and flashlight technology to produce a portable handheld projector. The Show Beam used small film cartridges that were plugged into the side of the toy. Each cartridge contained 30 full-color 2D images.<ref>{{cite web|last1=Coopee|first1=Todd|title=View-Master Show Beam Projector (1980)|url=https://toytales.ca/view-master-show-beam-projector-1980/|website=Toy Tales|date=February 24, 2020}}</ref>

In 1981, GAF sold View-Master to a group of investors headed by Arnold Thaler, and the company was reconstituted as the View-Master International Group.<ref>{{cite book |title=Toys and American Culture: An Encyclopedia |author=Scott, Sharon M. |edition=Illustrated |publisher=Greenwood |date=2010 |isbn=9780313347986 |page=330}}</ref>

In 1985, View-Master Video was introduced. Through a partnership with [[Warner Records|Warner Bros. Records]], a live-action educational video series was produced by Together Again Productions and titled ''[[Kidsongs]]'', designed for the educational market.<ref>{{Cite news|date=1985-09-18|title=WB Records Teams With View-Master on Kidvid Projects|page=44|work=[[Variety (magazine)|Variety]]}}</ref>

View-Master International acquired the Ideal Toy Company in 1984 and became known as the View-Master Ideal Group, and the combined company was purchased by [[Tyco Toys]] in 1989.<ref>{{cite magazine |url=https://stereoworld.org/wp-content/uploads/2018/04/SW_V16_3.pdf |title=View-Master Purchased |magazine=Stereo World |volume=16 |series=3 |page=22 |date=1989 |edition=July/August |access-date=2021-11-20}}</ref> Tyco, including the View-Master Ideal Group, merged with [[Mattel]] in 1997. View-Master was assigned to Mattel's preschool division and is now marketed under the [[Fisher-Price]] imprint, with a continued emphasis on children's content.

In 1998, during the purchase of the Tyco-owned plant by [[Mattel]], the [[United States Environmental Protection Agency|EPA]] investigated the [[View-Master factory supply well]] for the toxic chemical [[trichloroethylene]] (TCE). The plant was closed in 2001.<ref>{{cite web|url=http://www.atsdr.cdc.gov/HAC/pha/PHA.asp?docid=293&pg=1#backa |archive-url=https://web.archive.org/web/20100306143156/http://www.atsdr.cdc.gov/HAC/pha/PHA.asp?docid=293&pg=1#backa |url-status=dead |archive-date=March 6, 2010 |title=ATSDR-PHA-HC-View-Master Factory Supply Well-p1 |publisher=Atsdr.cdc.gov |access-date=2011-05-23}}</ref>

In December 2008, Mattel ceased production of the scenic reels depicting tourist attractions that were descendants of the first View-Master reels sold in 1939. However, Mattel continued to produce reels featuring animated characters.<ref>{{cite web |url=http://www.pantagraph.com/business/article_a3136a9b-a396-5381-bc9e-fd8768f80803.html |title=View-Master 3-D travel reels head into the sunset |author=Doug Whiteman |work=pantagraph.com |access-date=5 January 2016}}</ref>