VIEW-MASTER… worlds within two windows

France. Pif Gadget. 1984.

The View-Master stereoscopic viewer was originally produced by the Sawyer’s company. It was introduced at the 1939 New York World’s Fair as an alternative to the scenic postcard, with images set in cardboard reels that could be inserted into the viewer. In 1966 the GAF company (General Aniline & Film) took over responsibility and began producing reels aimed at the children’s market such as cartoons, TV shows and film. View-Master continues to be produced to date and is currently owned by Mattel. In 1999 it was inducted into the National Toy Hall of Fame. There is a nice little write-up about it here: View-Master Toy Hall of Fame

France. Pif Gadget. 1979.


France. Pif Gadget. 1982.


Sesame Street, Star Trek, Snow White

View-Master reels in their original packets.


Dutch catalogue, 1970s


1951 View-Master

1951 Sawyer’s View-Master and Gaf Mail Order booklet.


Early Heroes World advert featuring the GAF View-Master Good Guys Gift Pack. US. The Superhero Book of Goodies. 1977.


View-Master rear image of packaging, 1980s.


Assorted reels and gift sets

Masters of the Universe gift set, 1983


Mickey Mouse 50th Anniversary gift set, 1978


Peanuts, 1966


The Flintstones, 1962


Hans Christian Andersen’s Fairy Tales, 1958


Flash Gordon, 1976


20,000 Leagues Under the Sea, 1954


Thanks for looking through two little windows with us 🙂

Post updated January 2019 with new pics.